Americans traveled in record numbers in 2024, with nearly three-fourths (74%) of consumers surveyed reporting that they were planning to travel this summer*. As the holiday travel season approaches, will the same hold true this winter or will high prices mean fewer trips home for the holidays?
Holiday Travel Trends
Indeed, fewer consumers are planning to travel over the holidays this year compared to 2023. Recent J.D. Power data shows a 7-percentage point year-over-year decline in consumers intending to travel this holiday season.
This decline is driven by lower holiday travel intentions among those age 40 and older compared to 2023. Holiday travel intentions among younger consumers under age 40 are similar to 2023 (68% reporting they are planning holiday travel in 2024 compared with 70% in 2023).
Getting There and Where to Stay
Among those planning holiday travel, approximately one in four (27%) will travel by air, while 16% of travelers report they will rent a vehicle.
As holiday travelers consider lodging options, hotels will be more popular than short-term rentals across all age segments. In fact, about half (48%) of those under age 40 who are planning to travel over the upcoming holidays are planning a hotel stay.
Fewer travelers on the road (or in the sky) may make for a less hectic experience, but hospitality brands that meet or exceed those travelers’ expectations will earn significantly higher levels of customer satisfaction and brand advocacy.
Find Out More
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Unless otherwise specified, the data in this report is from the 2024 November J.D. Power U.S. Polaris Report, based on responses from 4,000 retail bank customers nationwide and fielded in October 2024. It was authored by Andrea Stokes, hospitality intelligence practice lead at J.D. Power. Please contact Ms. Stokes to learn more about the underlying research.
*2024 May J.D. Power U.S. Polaris Report, based on responses from 4,000 retail bank customers nationwide and fielded in April 2024. It was authored by Andrea Stokes, hospitality intelligence practice lead at J.D. Power. Please contact Ms. Stokes to learn more about the underlying research.