Complete Story
05/22/2026
Updates 05/22/2026: Ohio's Travel Industry and Current Travel Research
AMERICANS ARE REPLACING THEIR INTERNATIONAL TRIP WITH A DOMESTIC TRIP. GAS PRICES RAISE CONCERNS FOR TRAVEL IN THE NEXT 6 MONTHS.
Key findings from Longwoods International, fielded May 2026:
- Concerns for gas prices among American travelers have increased from 33% in April 2026 to 40% in May, impacting travel decision in the next six months.
- Interestingly, fewer travelers are choosing destinations closer to home, dropping from 41% in April 2026 to 36% in May 2026.
- The Iran war is still impacting international travel plans.
- In May, 26% of travelers said it does not influence their plans to travel internationally, whereas in April this number was 25%
- A steady 41% have no plans to travel internationally
- Due to the Iran war, 37% of travelers reported they will replace their international trip with a domestic trip in the next 12 months, increasing from 31% in April 2026.
AFFORDABILITY IS A HIGH PRIORITY FOR TRAVELERS THIS YEAR, BUT THAT DOESN’T MEAN BUDGET-CONSCIOUS MEANS BORING. SHORT TRIPS, CALM AND LOW-STRESS ESCAPES ARE A MAJOR OPPORTUNITY FOR OHIO.
Key findings fielded by Talker Research for Current:
- Affordability is the headline, as 37% of Americans are not traveling this summer, mostly because of cost.
- Value messaging matters. Travelers are looking harder at price, distance from home, and total spend.
- Short trips are a major opportunity. More travelers are choosing shorter getaways, day trips and close-to-home adventures.
- Ohio should lean even further into drive-market travel, marketing easy one-tank trips.
- Calm, low-stress escapes tied to parks, lakes, rivers, trails, small towns and wellness experiences are well-positioned for those seeking rejuvenation experiences.
- Micro-breaks need ready-made itineraries. Long-weekend, 24-hour and 48-hour trip ideas should be easy to find, book and share.
- Budget-conscious does not mean boring. Partners should package affordable experiences that still feel memorable, distinctive and worth talking about.
- Younger travelers feel social pressure. Gen Z and millennials still want shareable experiences, but at a lower price point.
