The key findings presented below represent data from over 4,000 American travelers collected in February 2023.
Travel Tops Spending Priorities
Given the deserved attention on how economic conditions will impact the travel industry’s performance this year, it is important to more fully understand how travel fits into consumers’ priorities. We know travel is something that evokes strongly positive emotions, but where does it fit among many other beloved things people can choose to invest in? So this month we asked 4,000 American travelers to think about how they expect to spend their household income in the next 12 months. They used a scale from “extremely high priority” to “no priority” to rate how much of a spending priority a number of products, services and hobby-pursuits will be. Domestic leisure travel took the top spot, with 35% of American travelers saying that it will be a high or extremely high priority in their household spending this year. It beat out restaurants (32%), education (24%), home improvement (21%), clothing & accessories (20%) and entertainment (18%). Additionally, over 20% of American travelers said they would be highly prioritizing international leisure travel and 14% said they would be prioritizing luxury travel in their household spending. (Note: Despite restaurants taking the #2 spot to travel in budget priorities, restaurants will still be key beneficiaries of travel spending…in fact, two-thirds of American travelers say they engaged in foodie-ism behaviors on a recent trip.) The prioritization of travel includes time as well as money. The typical American traveler reports having 15.9 days available for leisure travel this year.