The American Traveler: Who’s Traveling?

Money and health play an influential role in American’s travel plans, but even those facing extra barriers still try to hit the road. While longer international trips may not be accessible to all, even low-income and severely disabled Americans take overnight trips – only about 1 in 10 say they never do.

When it comes to travel, relationships also play a role.

77% of Americans traveled with some type of relative on their last trip, though life stage can change the type of relative who tags along. For instance, empty nesters are 8 pts more likely to travel with adult children, and affluent Americans are 11 pts more likely to travel with their partner.

Consider: How can we appeal to the multi-generational needs of the classic family trip?

Get a closer look at who Americans are traveling with in our latest report, Americans and Travel, available here.

Where are Americans Traveling?

Americans like to travel far and wide, within the U.S. and overseas, but there are some common destinations. This summer – like many before – many Americans will flock to Europe, but the end destination will look a little different across incomes, generations, and regions:

• Lower income (<50K) earners, Midwesterners, and Gen Z are more likely to take short trips <100 miles from home 
• Retirees are keen to explore the world as 36% of them took a trip >500 miles from home in the last year 
• Immigrants travel internationally a huge 20 pts more than the average American, presumably due to familial ties  

No matter who or where, the top reason Americans travel? Visiting people – and by a large margin. 42% of Americans cited visiting family or friends as the top reason for taking their last trip, followed second by being close to water. 

The Great (American) Outdoors

Exotic and cultural destinations will always appeal to American travelers, but there’s one type of trip that never goes out of style: the quintessential road trip. 

Post-pandemic attitudes saw many explore abroad, but Americans still realize the value in the domestic outdoors: 49% of Americans have taken a road trip or camped in the last year. 

Unlike other travelers, campers are more likely to sacrifice for an adventurous experience – but don’t always want to. Comfort still matters to this group, and finding ways to promote comfort in camping will likely draw in other groups. 

Consider: The glamping market provides the amenities and experiences that different travelers seek, potentially opening the door to affluent and older travelers participating.  

From Lux Retreats to Adventure – Connecting Across Markets 

Different Americans will seek different experiences: 

•  43% of Americans say that taking trips to recharge their batteries completely describes their travel approach.
• Conversely, 34% seek excitement and adventure when planning travels – highest among Gen Z, Millennials, African Americans, and those never married.
• Affluent Americans are more likely than average to seek out luxury travel experiences, yet even lower income Americans can appreciate – and will pay – for luxury.

Consider: Affluent Americans are a small share of the travel market. Just 6% of those who took a trip last year had income over $200K, while 58% had income below $100,000.  

Marketers should think about extending affordable luxury to more groups and more experiences. Budget is top of mind for Americans, but many will splurge on vacation with more than one-third viewing quality travel as worth a premium.