Hospitality Professionals: Preparing for Record-Breaking Thanksgiving Travel in 2024
Thanksgiving is synonymous with connection, celebration, and, increasingly, travel. It’s a time for hospitality professionals to shine as millions of Americans hit the road, book accommodations, and flock to restaurants, attractions, and cruise ships.
This year, AAA is forecasting record-breaking numbers, with nearly 80 million Americans traveling 50 miles or more from home over the Thanksgiving holiday period. This new seven-day projection, spanning from the Tuesday before Thanksgiving to the Monday after, offers unique insights into travel trends and highlights opportunities for the hospitality industry to prepare and capitalize on the surge.
A Record-Breaking Year for Thanksgiving Travel
According to AAA, 79.9 million travelers are expected to embark on Thanksgiving trips this year, a 1.7 million increase over 2023 and a 2 million jump compared to pre-pandemic levels in 2019. Stacey Barber, Vice President of AAA Travel, emphasizes the significance of this uptick:
“Thanksgiving is the busiest holiday for travel, and this year we’re expecting to set new records across the board, from driving to flying and cruising. Americans reconnect with family and friends over Thanksgiving, and travel is a big part of that.”
For hospitality professionals, this surge represents an opportunity to deliver exceptional service while accommodating an unprecedented number of guests. Let’s break down the key trends shaping this year’s Thanksgiving travel season.
By Car: Road Trips Dominate Thanksgiving Travel
A staggering 71.7 million people are expected to hit the road this Thanksgiving, making cars the dominant mode of transportation. This marks a record-breaking number of road travelers, up 1.3 million from last year. Gas prices are providing an added boost, with the national average forecasted to dip below $3 per gallon for the first time since 2021 in some regions, particularly east of the Rockies.
This influx of drivers offers hospitality businesses opportunities to attract travelers making roadside stops. Restaurants, hotels, and attractions can focus marketing efforts on being visible to road trippers looking for convenient and high-quality experiences along their journey.
Key cities like Atlanta, Las Vegas, Los Angeles, Miami, Orlando, and Phoenix are expected to see heavy demand for rental cars, especially on Wednesday before Thanksgiving and Monday following the holiday. Hospitality professionals in these cities should prepare for increased traffic and lodging, dining, and entertainment demand.
By Air: The Rise of Thanksgiving Flyers
This year, we will also see a record for Thanksgiving air travel, with 5.84 million people flying to their destinations. Domestic flights have seen a modest 3% price increase, but international bookings have surged by 23%, thanks to a 5% decrease in international airfare.
Airports and nearby accommodations will likely experience significant foot traffic, with many travelers booking hotels to ease their journey. Hospitality businesses should consider promoting airport shuttles, day-use rooms, or stress-relieving packages targeted at weary air travelers.
Other Modes: Cruises, Trains, and Buses on the Rise
Alternative transportation, including buses, trains, and cruises, is seeing a significant resurgence. 2.3 million travelers chose these options—a nearly 9% increase over last year. In particular, cruises are experiencing a post-pandemic boom, with bookings up by 20% compared to Thanksgiving 2023.
Hospitality professionals near cruise ports and railway hubs should prepare for a busy season. Partnering with transportation providers or offering unique pre- or post-cruise experiences could help businesses stand out to this growing demographic.
What Hospitality Professionals Need to Know About Traffic Trends
For those catering to road travelers, timing is everything. According to INRIX, peak congestion is expected on Tuesday and Wednesday afternoons before Thanksgiving. Thanksgiving Day itself remains the best day for road travel, with lighter traffic expected. Returning travelers should aim to drive early on Sunday or prepare for mixed traffic on Monday, as commuters return to work.
Knowing these patterns allows hospitality businesses to adjust staffing, inventory, and promotional campaigns to maximize efficiency and guest satisfaction.
Top Destinations for Thanksgiving Travelers
Warm-weather destinations dominate AAA’s top domestic travel list this Thanksgiving. Florida cities such as Orlando and Miami, alongside major hubs like Los Angeles, New York, and Las Vegas, are experiencing heavy demand. Internationally, Europe and the Caribbean are popular, thanks to their cultural landmarks and beach resorts.
For businesses in these regions, tailoring marketing efforts to attract Thanksgiving travelers is critical. To make your business stand out, offer seasonal deals, holiday-themed menus, or family-focused packages.
A Boon for the Hospitality Industry
With nearly 80 million Americans traveling this Thanksgiving, hospitality businesses have a golden opportunity to capitalize on the surge. Whether by car, air, or alternative transportation, travelers will rely on hotels, restaurants, attractions, and other services to make their journey memorable.
As Bob Pishue from INRIX advises: “With a record number of travelers expected to be on the road, drivers should follow traffic apps and local news alerts to avoid major delays.”
Likewise, hospitality professionals should stay informed, well-staffed, and prepared to deliver seamless experiences during this record-breaking holiday season.
This article is based on data and insights from AAA’s Thanksgiving travel forecast for 2024.
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