NEEDHAM, Massachusettes—Tripadvisor’s Winter Travel Index reveals that 58 percent of U.S. respondents will travel this season. Though the findings are on par with Tripadvisor’s data from last winter (59 percent), this figure rises to 63 percent of Millennials and 68 percent of Gen Z travelers this season.
The vast majority (91 percent) are planning travel for specific seasonal reasons, including winter festivals (36 percent); winter sports and activities (30 percent); school breaks (30 percent); and national, cultural, or religious holidays (43 percent).
“This season, we’re seeing Americans confident in taking bigger trips. About half plan to travel more than they did last winter, and they are more likely to take a long trip (5+ nights),” said Alice Jong, senior research analyst at Tripadvisor. “Price and weather top the list of hesitations about travel, while COVID-19 has dropped to a more moderate concern. The bottom line is the vast majority (73 percent) agree that travel is extremely important to them, and they’ll prioritize it this season and into 2024.”
Key takeaways from the index include:
Cost remains the most important factor when planning a trip; however, it is not hindering travel
International travel continues to rise, with destinations across the Caribbean and Asia trending
Road-tripping is the most popular trip type for U.S. travelers this winter
Cost Cutting Dwindles
Cost remains the most important determinant for U.S. travelers, and prices influence travel dates for 40 percent; however, cost is not hindering travel. Ninety-three percent of U.S. travelers this winter will spend the same or more on travel than they did last year. Furthermore, 57 percent will travel as planned this season regardless of economic factors.
Of the 34 percent reporting they’ll alter their travel plans due to economic factors, not all face negative impacts. Respondents cite lower inflation and gas prices, strength of currency, and positive change in financial circumstances as reasons they’ll elevate their winter travel plans.
As such, Tripadvisor’s Winter Travel Index indicates an uptick in travel due to positive economic factors: one-quarter (25 percent) will take more trips and 30 percent will take longer trips.
While most U.S. travelers will take one-to-two trips (76 percent) this winter, nearly one-quarter (24 percent) will plan three or more—well above the average of all other markets surveyed (14 percent); once again, this finding underscores how U.S. adults are comfortable traveling and spending money. Notably, Gen Z is most likely to take more trips (three-to-five).
International Travel Continues Growth
While domestic travel reigns supreme, with 68 percent of U.S. travelers planning to stay stateside this winter, one-third (32 percent) intend to travel abroad, including 14 percent planning an international trip and 19 percent traveling both domestically and internationally. This figure has maintained steady growth over the past several seasons, commensurate with reopened borders and decreased financial strain.
Additionally, traveling four-to-six hours from home is the most popular (39 percent), but more than one-third (36 percent) of avid travelers will venture over seven hours, illustrating that people are willing to devote time to get to their winter vacation.
Consistent with this fall, 71 percent of U.S. travelers will visit a destination they have been to before (this is most common for Boomers). Still, looking to broaden their horizons, 29 percent will travel somewhere new and 59 percent will book activities to enhance their trips.
Caribbean and Asian Destinations Trending
The top destinations U.S. travelers will visit this winter, based on Tripadvisor’s first-party data, include New York City, Orlando, and Las Vegas, respectively. Internationally, Mexico and the Caribbean make up all the top 10 most popular winter destinations for U.S. travelers, as beach spots beat out European cities as colder weather arises. However, lesser-known destinations from the Caribbean are alongside Asian cities on the rise this winter, seeing the greatest year-over-year growth in interest.
Trending International Destinations
Las Galeras, Dominican Republic
Fasmendhoo, Maldives
Hong Kong, China
Frederiksted, U.S. Virgin Islands
Herradura, Costa Rica
Mudhdhoo, Maldives
Cabo Rojo, Puerto Rico
Imerovigli, Greece
Osaka, Japan
Playa Panama, Costa Rica
Road Trips on a Roll
Not just a pandemic pastime, road trips regained popularity as the top trip type (25 percent) for U.S. travelers this winter, followed by cultural sightseeing (16 percent) and nature (14 percent). This differs from all other countries surveyed where culture is the top trip type.
While 41 percent of U.S. travelers will fly to their destination, 38 percent will drive. U.S. respondents are also more likely to stay with friends and family on their trip. These preferences paint a desire for more control and a shift away from unpredictable air travel.
Best Time to Travel
Dec. 25-31 will be the most popular travel week, based on hotel searches on Tripadvisor, unsurprisingly as it coincides with school vacations. December 26 is the top hotel check-in day, as many opt to enjoy Christmas as home before jetting off on vacation. Travelers looking to avoid congestion should steer clear of this time as possible.
Here are the most affordable weeks to visit popular destinations during the winter period:
New York City: Jan. 29-Feb. 4
Orlando: Dec. 11-17
Las Vegas: Dec. 18-24
Cancun: Dec. 4-10
Punta Cana: Dec. 11-17
Cabo San Lucas: Dec. 4-10
Action & Adventure
The most popular experiences U.S. travelers surveyed have booked so far include outdoor activities (33 percent); food and wine tours (30 percent), and shopping (29 percent). Again, U.S. travelers differ from their international counterparts, who rank cultural tours/historical sites as the most popular travel experiences.
Though they may skew away from culture, U.S. travelers are prioritizing adventure this winter, as 36 percent will take part in outdoor activities on their trip.
While making memories and relaxing/rejuvenating represent the top purposes of winter trips, nearly one-third (30 percent) of U.S. travelers cite their main goal as having an adventure, up from the 23 percent global average. Notably, while every generation prioritizes relaxation, younger respondents (Millennials and Gen Z) are more likely to seek adventure and explore something new than older generations (Boomers and Gen X).
Across the board, U.S. travelers are packing their trips with activities: 32 percent have/will book one-to-two activities, 56 percent will book three-to-five (above the global average of 44 percent), and 12 percent will book six-to-eight (above the global average of 7 percent). These will most frequently be a mix of free and paid activities.
A Look Ahead
The travel landscape in 2024 looks promising; Over three-quarters of U.S. travelers surveyed (77 percent) plan to travel next year. The vast majority of those (94 percent) will travel the same amount or more than they did in 2023.
Initial Tripadvisor research results reveal June and July will be the most popular travel months for U.S. adults, unsurprisingly as summer vacations commence. March and May are slated to be the next major travel times.
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