MMGY Global recently released highlights from its 2017-2018 Portrait of American Travelers®. Now in its 27th year, the nationwide study showed an increase in domestic travel, which now comprises 85% of American vacations (+7 points from last year). The study also showed attractions are more relevant in influencing vacation destination choices, and that travelers are using search engines across every part of the travel planning process.
Looking ahead, the report indicated a slowdown in leisure travel intent, as well as a projected $5 billion decrease in travel spend for the next 12 months. “While all of these insights are important considerations for travel marketers, there are very few travel brands with the reach to make marketing investments and changes based on broad-sweeping trends,” said Anna Blount, Director of Market Research and Insights at MMGY Global. Instead, Blount advises travel brands turn to research to drive growth during the slowdown—analyzing customer data and ensuring proper messaging to reach their target audiences. (MMGY Global, 6.28.17)