Consumer Insights

This quarter, it seems like cautious optimism defines U.S. travel, with growing financial confidence balanced against rising costs and adjusted spending behaviors.

The tours and experiences space is rapidly evolving in an altered post-COVID-19 market, driven by desires for authenticity, immersion, and “experiencing like a local”. Not only is this a major opportunity for tour operators and travel agents, but experiences also drive extension of trips, presenting opportunities for the accommodation and other travel sub-sectors as well.

Wellness tourism is on the rise as travelers increasingly prioritize mental and physical well-being. By focusing on personalized experiences, sustainable practices, and innovative wellness offerings, businesses across the travel value chain, from hotels to investors, can capitalize on this lucrative opportunity.

Women are reshaping travel as key decision-makers, prioritizing meaningful, independent experiences.

Families are embracing travel, fueled by multi-generational trips and increased spending confidence.

Direct bookings are surging, reshaping competition and requiring both OTAs and suppliers to precisely target and understand traveler preferences.

Don't panic over vacation rental rants online! Our research reveals these are growing pains, but not a sign of doom. Travelers still like vacation rentals for the space, affordability, and convenience they offer. This unique blend ensures continued popularity among travelers.

Day tours are a common yet growing trend, highlighting the need for diverse, immersive experiences offered at competitive prices to attract customers.

The Indian outbound travel boom is accompanied by a growing international Indian wedding market, offering lucrative opportunities across the tourism ecosystem.

Younger Demographics Drive Growth in U.S. Travel Credit Card Market, Bank Brands Dominate

Millennials and Gen Z are steering travel trends with a focus on technology, sustainability, and a quest for distinctive and meaningful experiences.

Against a backdrop of economic uncertainty, U.S. travel achieves record levels, with changing travel patterns highlighted by a decline in business trips.