This is the second of four quarterly reports to be released this year. The four generations of adults surveyed are Gen Zs (18–23), Millennials (24–39), Gen Xers (40–55), Boomers (56–74) and Silent/GIs (75+). The travel trend information presented in this “Summer Edition” report was obtained from interviews with 4,500 U.S. Now in its 31st year, it is widely regarded as a leading barometer of travel trends and an essential tool for both the development and evolution of brand and marketing strategy. MMGY Global’s Portrait of American Travelers ® study provides an in-depth examination of the impact on the current economic environment, prevailing social values, and emerging travel habits, preferences and intentions of Americans. However, as international destinations begin to open to foreign tourists and restrictions are lessened, there is an expectation that international travel intentions will start to see a resurgence in the coming months.įor more information about these insights or to purchase the Portrait of American Travelers ® “Summer Edition” visit About the 2021 Portrait of American Travelers ® This may be related to the uncertainties of traveling internationally right now. While many domestic travel destinations are opening back up, the likelihood and interest in traveling internationally is down despite an increase in perceived safety. Boomers appreciate the flexibility to pack everything needed in their cars. Gen Zs and Millennials are motivated by the lower vacation costs, while Gen Xers like the ability to be spontaneous. The reasons for taking road trips vary across generations. The incidence of taking a road trip is highest among Millennials (79%) and Gen Xers (79%) and those with children (82%), with the vast majority (84%) of road trippers indicating they will drive their own vehicle. Fifty-seven percent of travelers indicated they took a road trip in the past 12 months, while 76% intend to take one in the next 12 months. This has created a situation in certain markets that MMGY Travel Intelligence is calling “reverse compression,” where weekend leisure demand is forcing travelers to consider weekday travel as an alternative.ĭomestic road trips will continue to dominate the travel scene in 2021, with June and July being the favored months for travel. However, the surge in leisure travel demand has led to strong weekend demand and a lack of available inventory. With the unprecedented slowdown in travel this past year, consumers have been expecting to find aggressive promotional offers and discounts. With grandparents vaccinated, and parents and children over 12 now following suit, the survey shows more than 2 in 5 travelers intend to take a multigenerational vacation (i.e., a vacation that includes more than two generations of travelers during the next 12 months (43%). ![]() Close to half (44%) of all active leisure travelers surveyed have already received a COVID-19 vaccine, with the highest vaccination rate among Boomers (74%), and Gen Xers following distantly at 37%. ![]() This is not surprising considering Boomers were among the first Americans to have access to vaccines and they have savings to pay for trips. The biggest rise in intent to travel in the next six months is among Boomers, increasing from 54% to 70%. This jump in travel intent was observed across all generations except for Gen Z, who had already shown a high level of intent in the last survey. adults planning to do so – up from 62% recorded during the last Portrait of American Travelers ® survey conducted in February 2021. ![]() The intent to take a vacation over the next six months has increased significantly, with 72% of U.S. In fact, the MMGY Traveler Sentiment Index (TSI) rose to an all-time high of 129, an increase of 10 points compared to last quarter. The report explains in detail how Americans’ interests in leisure travel have rapidly increased as vaccinations have become widely available and states peel back related COVID-19 restrictions. Kansas City, MO (June 10, 2021) – MMGY Travel Intelligence, MMGY Global’s research and insights division, has released the findings from the 2021 ”Summer Edition” of its Portrait of American Travelers ® survey, conducted in April.
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