12/08/2023
Updates 12/8/2023: Ohio's Travel Industry and Current Travel Research
THE 2023 DELOITTE HOLIDAY TRAVEL SURVEY SHOWS INCREASE IN SPENDING FOR TRIPS DURING THE JOLLY SEASON AND WHY GEN Z PLANS TO SPEND MORE THAN EVER; LAPTOP LUGGERS ARE MORE LIKELY TO PARTICIPATE IN IN-DESTINATION ACTIVITES COMPARED TO THOSE WHO COMPLETELY DISCONNECT.
Key findings from Deloitte, fielded Sept. 2023:
- Americans’ financial situation has improved slightly since 2022 and health concerns continue to subside. When ask which (if any) travel products or activities they planned to partake in:
- 56% said they plan to use a hotel and stay with family or friends.
- 15% said they plan to use a private rental.
- 33% plan to fly domestically.
- 53% plan to road trip.
- Participation is up across most travel activities. Activities that have increased since 2022 include visiting a major attraction (43%), adventure or outdoor activities (40%), and guided trip or sightseeing tour (29%). The only activity that has decreased since 2022 is small groups or one-on-one classes (9%).
- With financial situations improving, budgeting for trips has also increased. Specifically, Gen Z is top of list for spending the most money for the 2023 holiday season. But why are their trips more expensive this year than 2022?
- 45% said they are doing better financially.
- 20% said they work remote which give more flexibility.
- 16% said it is because of higher travel prices.
- One in three travelers are ‘laptop luggers’ (travelers who work on vacation). About half of laptop luggers say they work on vacation because they are concerned about separating work from leisure when working on their holiday trip.
- Despite the fact that laptop luggers plan to work on vacation, they show greater interest in participating in activities while in a destination, compared to those who don't plan to keep connected to work:
- 43% of laptop luggers are visiting a major attraction compared to 39% of those who disconnect.
- 28% of laptop luggers are taking a guided tour compared to 25% of those who disconnect.
- 32% of laptop luggers are attending a public event compared to 26% of those who disconnect.
- 43% of laptop luggers are participating in an outdoor activity compared to 37% of those who disconnect.
INFLATION STILL GREATLY IMPACTS TRAVELERS DECISIONS OVER THE NEXT SIX MONTHS. HOLIDAY TRAVELERS GIVE INSIGHT TO WHERE AND HOW THEY PLAN TO TRAVEL DURING THE SEASON.
Key findings from Longwoods International, fielded Nov. 15:
- Inflation greatly impacting decisions to travel in the next six months has increased only slightly since Oct. from 20% to 22%
- When thinking about travel plans for the holiday season in 2023 compared to 2022, visiting friends and family continues to stay as top priority while also increasing. In 2022, 70% of people’s plans were to visit friends and family while now 74% plan to do so.
- Other activities travelers plan to participate in during the holiday season include:
- Going shopping (59%).
- Seeing holiday lights (47%)
- Visiting a national or state park, or monument (26%)
- Attending a festival/fair (24%).
- Traveling by car for Christmas, Hanukkah, Kwanzaa, New Year’s Eve and any other holiday celebrations will happen by car. In fact, 63% plan to travel by care compared to only 27% by plane.