As the holiday season approaches, Americans are gearing up for more travel than ever before, with new trends reshaping the vacation landscape. According to the “Fall Edition” of MMGY’s Portrait of American Travelers report, more than a third of all U.S. adults plan to travel this winter holiday season, with culinary experiences and cruises taking center stage as popular vacation choices.
At Inside Hospitality Solutions, we know how critical it is for hospitality professionals to stay on top of these shifts in consumer preferences. As vacation trends evolve, the right insights can help businesses better serve their guests and capture new market opportunities.
The Post-Pandemic Travel Boom
One of the most exciting takeaways from the MMGY study is the increase in overall travel intentions. Nearly eight in 10 U.S. adults plan to vacation within the next 12 months, a 6 per cent jump from fall 2023. This shows that despite ongoing economic uncertainties, travel remains a top priority for Americans.
Simon Moriarty, Vice President of Research and Analytics at MMGY Travel Intelligence, emphasizes this point:
“Despite economic uncertainties and global complexities, travel continues to be a major priority for Americans. Our survey highlights a marked rise in interest in culinary and cruise experiences, reflecting a trend toward more immersive and meaningful travel.”
This growth is good news for the hospitality industry as more people prioritize experiences over material goods. Travelers increasingly seek deeper connections with destinations through food, culture, and exploration.
Culinary Tourism on the Rise
One of the most significant trends in the MMGY report is the rising influence of culinary tourism. For the second year in a row, the importance of a destination’s culinary scene has grown. More than half of travelers (55 per cent) now seek authentic local cuisine when choosing a destination. However, there is also a growing interest in high-end experiences such as award-winning restaurants and food and wine festivals.
This shift toward culinary-focused travel highlights an opportunity for hoteliers, restaurants, and tour operators to showcase their region’s unique flavors. Whether it’s through farm-to-table dining experiences, culinary tours, or featuring renowned chefs, the hospitality sector can capitalize on this growing demand.
The Comeback of Cruising
After a challenging few years, cruise vacations are making a solid comeback. Over half of active leisure travelers expressed interest in taking an ocean cruise (58%) or river cruise (52%) in the next two years, with a 6% increase in interest in ocean cruises since last year.
Cruises offer a variety of unique experiences that appeal to travelers looking for relaxation and adventure. The MMGY report also indicates growing interest in expedition cruises, with 40% of travelers showing interest in these specialized voyages.
For hospitality professionals, the surge in cruise demand opens the door to collaboration with cruise lines, pre-and post-cruise experiences, and partnerships with travel agents to create all-encompassing travel packages that include both land and sea.
Generational Travel Insights
Understanding the needs and preferences of different generations is critical to tailoring the right travel experiences. MMGY’s report revealed interesting generational differences in travel behaviors:
- Boomers anticipate spending the most on leisure travel over the next 12 months, showing they are ready to invest in premium vacation experiences.
- Gen Xers plan to take the most trips, averaging 3.9 trips per person.
- Gen Z’s interest in travel has risen after four quarters of decline, with 67 per cent planning to travel for leisure next year.
These insights are crucial for hospitality brands engaging with diverse age groups. While Boomers may seek comfort and luxury, Gen Z travelers may be more interested in budget-friendly options that provide unique experiences.
Holiday Travel Intentions
The upcoming holiday season is also expected to see a boost in travel. A notable 38 per cent of U.S. adults intend to travel for the winter holidays, a slight increase from 2023 (34 per cent). Thanksgiving travel intentions have also risen to 53 per cent, while 61 per cent of travelers plan to hit the road for Christmas, Hanukkah, or Kwanzaa, compared to 58 per cent last year.
This uptick in holiday travel reflects a broader trend of Americans placing value on experiences and time spent with family and friends during festive periods. For hospitality businesses, the holiday season represents a lucrative window to attract guests and offer holiday-themed experiences.
Traveling Abroad
Interest in international travel remains strong among American travelers, with 8 in 10 active leisure travelers (82 per cent) expressing a desire to explore international destinations within the next two years. This represents a slight increase from last year’s 79 per cent figure.
This sustained interest in global travel is crucial for domestic and international hospitality providers. For destinations looking to attract international visitors, emphasizing unique, immersive, and memorable experiences will be vital to staying competitive in the global tourism market.
Hot Destinations
Domestically, certain states continue to reign supreme in attracting leisure travelers’ interest. According to the MMGY report, Hawaii, Florida, Colorado, and California remain top of the list of favored travel destinations.
Beach vacations and visits to state or national parks continue to dominate as the top two activities of interest for travelers, with both gaining popularity since 2023. This trend suggests that U.S. travelers are increasingly drawn to outdoor experiences that combine relaxation with a sense of adventure.
The Road Ahead for Hospitality
With interest in domestic and international travel continuing to grow, hospitality professionals have a unique opportunity to adapt their offerings to meet these emerging demands. Whether creating immersive culinary experiences, expanding partnerships with cruise lines, or developing targeted marketing strategies for different generations, the road ahead is filled with opportunities.
As always, staying informed and agile is the key to capitalizing on these trends. The MMGY report paints a picture of a dynamic travel landscape, where thoughtful planning and tailored guest experiences will lead the way in capturing travelers’ hearts.
Understanding these shifts is essential for those in the hospitality industry to navigate the busy holiday season and beyond.
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