Most Americans are planning to travel overnight for leisure for the upcoming holiday season, a latest study has revealed. About 52% Americans plan to travel overnight in the next four months, with hotels being the most preferred lodging choice for both leisure (45%) and business travelers (59%), according to a new survey commissioned by the American Hotel & Lodging Association (AHLA) and conducted by Morning Consult.
Some 66% of the participants said they were more likely (25%) or equally as likely (41%) to stay in a hotel this fall or winter compared to the previous year. When selecting a hotel, high speed Wi-Fi emerged to be the most important technology, followed by keyless entry or mobile check-in and check-out.
Additionally, the survey found that 32% of Americans were likely to travel overnight this year for Thanksgiving, while 34% were likely to travel overnight for Christmas, similar to last year’s numbers for both holidays. Compared to fall/winter 2023, one in four respondents said they were more likely to stay in a hotel or take overnight leisure trips but were less likely to take overnight trips.
Most travelers are mindful about the environment, with 66% of Americans stating that sustainability is important while traveling. Three in five respondents said they were likely to stay at a hotel if it had a sustainability certification or label, while two in five said their opinion won’t be affected.
Despite the positive trend, the survey found that there have been lingering effects of inflation, which are a significant hurdle to growth for hoteliers and other travel-related businesses.
In the next four months:
- 56% of respondents said inflation is likely to reduce their chance of staying at a hotel, up slightly from 55% this spring.
- 50% said inflation is expected to reduce their chance of traveling overnight.
- 44% said inflation will lower their chance of traveling by airplane.
- 42% said inflation will lower their chance of renting a car.
Other findings include:
- 47% of respondents were likely to travel over the next four months for a family trip, of which 36% were likely to stay in a hotel.
- 37% were likely to travel for a romantic getaway, out of which 52% said they were likely to stay in a hotel.
- 32% plan on embarking on a solo adventure during the holidays, 44% of whom plan to stay in a hotel.
- 23% of employed adults said they plan to take a business trip in the next four months, of which 59% expect to stay at a hotel.
“Despite its many positive findings, this poll also underscores how the lingering effects of inflation continue to pose significant challenges for hoteliers and other travel-related businesses,” said AHLA Interim President and CEO Kevin Carey. “Helping America’s hotels reach their full economic potential hinges on extending and protecting pro-growth tax policies, growing the hotel workforce, and stopping onerous government regulations at every turn. That’s exactly why AHLA will continue to fight for these issues.”
The poll was conducted online between September 30 and October 2 among a sample of 2,201 American adults.
