With a high-stakes national election just days away, MMGY and the United States Tour Operators Association (USTOA) have released a new survey that provides a much needed distraction from the countdown to November 5.
The 2024 Portrait of American and Canadian International Travelers study has just been published and it includes more than a few insightful takeaways about traveler sentiments for the year ahead, specifically with regard to international globetrotting.
The survey’s top reveals include:
Simon Moriarty, vice president
of research and analytics for MMGY Travel Intelligence, says the study
data reveals a strong outlook for outbound travel and the rise of two very
distinct travel personalities – both of which eager to engage with new
cultures.
“While Americans and Canadians share numerous
similarities in their travel preferences and concerns, their differing
spending habits, cultural motivations and sources of travel information
highlight the unique characteristics of each group. Recognizing these
differences can lead to more personalized and enriching travel
experiences,” explained Moriarty.
The MMGY and USTOA report involved compiling the insights of 3,075 adults living in the United States or Canada who have taken at least one vacation outside of North America or the Caribbean in the past three years and who also expect to embark upon at least one vacation outside of that region over the coming 12 months.
Approximately half of the survey respondents had a household income exceeding $100,000, with 7% earning more than $250,000.
In addition to the already revealed highlights, the survey’s respondents weighed-in on a few additional travel topics.
For instance, the report found that sustainability
influences travel decisions for both groups, with 69% of Americans and
61% of Canadians indicating familiarity with sustainable travel options.
Younger generations in both regions are more inclined to prioritize
sustainability, with Americans being more willing to pay an extra $100
on a flight to reduce their carbon footprint.
Blended businesses and leisure travel is also on the minds of those planning to travel abroad. Both Americans (89%) and Canadians (78%) occasionally or
frequently extend their business trips for leisure, indicating a
continuation for the trend of blending work and travel. Local activities
and cost of accommodations are key factors influencing this decision
for both groups.
As for where travelers get their travel advice from, both groups rely heavily
on friends and family, as well as travel review sites and
destination websites when planning their international travels.
However, the age of the ubiquitous social media influencer has not yet wanted, sadly. The report found that social
media platforms continue to play a large role in decision-making: Nearly 6 in 10 social media users from both countries indicating
that they have selected a vacation destination based at least partially
on what they have seen on social media.
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