2024 American Travel Survey: Generational Trends, Economic Concerns and Impact of AI
Washington State University's Carson College of Business has released a new report offering insights into Americans' travel plans, including motivations, budgeting habits, and considerations surrounding sustainability and AI. The survey, conducted with KRC Research, involved 1,020 American adults aged 18 and older.
One of the key findings reveals that nearly all members of Gen Z (97%) expect current or potential rising costs to have "a great deal" or "a moderate influence" on various aspects of their travel, such as choice of accommodation (86%), travel destination (83%), trip length (80%), and activities (77%). This indicates a significant concern about financial constraints among younger travelers.
"The WSU School of Hospitality Business Management is well-known for its leadership in hospitality, travel, and tourism research," said Debbie Compeau, interim dean of Carson College. "This report provides a fresh understanding of current traveler trends, equipping industry professionals with the knowledge they need to make informed, actionable decisions."
The survey highlights that over three in four Americans (76%) plan to travel in the next 12 months. Among these likely travelers, 95% will travel domestically, and 37% will travel internationally. Vacation is the primary motivation (78%), followed by visiting family or friends (68%) and work or business trips (23%).
Budgeting is a crucial aspect of travel planning, with 93% of Americans expecting to spend time searching for deals and comparing costs. Additionally, sustainability is becoming increasingly important, with 75% of Americans indicating it will be at least a top or important priority when planning their travel.
The impact of artificial intelligence on travel is another significant finding. More than half (51%) of Americans believe they have already used AI tools or services for travel purposes, and a majority think AI could assist with various aspects of their trips. This suggests a growing reliance on technology to enhance travel experiences.
An analysis of demographic subgroups shows notable differences in travel preferences. Over a third of Gen Z (38%) and Millennials (34%) expect to spend "a lot of time" comparing travel costs and activities, compared to just 25% of Gen X and 19% of Boomers. This highlights the varying priorities and approaches to travel planning across generations.
