A new report released by London-based market researchers BVA BDRC finds strong travel intentions on the part of Americans:
- Nearly half of Americans say they plan to take a summer vacation in 2021 and/or stay at a hotel or other paid accommodation.
- Two-thirds say they plan to travel by car, one-third by air.
- Domestic destinations and visitor and cultural attractions will be the biggest beneficiaries.
- Millennials and Gen Z are most keen on traveling in summer 2021.
- Average party size will be 2.5 persons, and 1 trip in 3 will include children under 18.
- Expectations are high for guaranteed hotel cleanliness, especially among Boomers.
- Most travelers, especially Gen Z and Millennials, say they will use an OTA, especially when booking hotels.
- More than one-third of survey respondents said they have a household income of over $100K.
- Nearly 3/4 of all bed nights in paid accommodation will be in hotels.
- Across age groups, nearly 2 out of 3 said they will stay with their preferred hotel brand when possible.
- Average stay at hotels is expected to be 4 nights, vs. 3 nights for alternative accommodations.
- Millennials predominate (more than 50%) among those intending to travel internationally.
Results are based on US national survey data collected from 1931 adults in a 7-day period in May 2021, weighted per US Census Bureau population benchmarks.
Comments:
- Note that this survey predicts that Americans traveling in summer 2021 will skew young, with high disposable income but no children in the party. That will influence choice of destinations and accommodations.
- Once again, research finds that hotel cleanliness is going to be very important in accommodation choice in summer 2021. Stress cleanliness, hygiene, safety in your marketing collateral!
- Drive markets will continue to be key.
- There's some interest in international travel, but COVID-19 restrictions may continue into July-August in many countries. Watch for a shift in travel intentions from international to domestic by around July 4.
