2024-01-03-德勤-2023年假期旅游调查报告_37页_1mb

2023 Deloitte Holiday Travel Survey Summary

Overview

The 2023 Deloitte holiday travel survey indicates a strong resurgence of travel intent among Americans, with nearly half planning trips, driven by a post-pandemic enthusiasm for exploration despite lingering concerns about health and finances.

Travel Intent and Participation

• Intent to travel between Thanksgiving and mid-January is up across age and income groups, with 52% of Americans planning at least one trip.
• Concerns about health and trip disruption have declined significantly from 2022 levels, allowing more bookings.
• Paid lodging stays (e.g., hotels) surged to 56% of travelers, up from limited exposure pre-pandemic.

Demographic Trends

• Baby boomers account for about one-third of travelers, returning enthusiastically after pandemic hesitancy, spending more but adjusting for conservatism.
• Gen Z shows higher intent to travel despite smaller shares, embracing social media and sustainability; income influences spending, with higher incomes allocating more to travel.

Travel Motivations and Key Findings

• Family and relaxation remain strong motivators; "revenge travel" is fading, but making up for missed trips persists.
• Domestic flights are rising due to reduced fears of travel disruptions; international trips peak toward the end of the season.
• Remote work enables longer trips ("laptop luggers"), who take more trips and extend vacation time, spending more overall.

Budget and Spending

• Average holiday travel budgets are around $2,725, with a slight dip in trip length and frequency compared to 2022.
• About 20% cut budgets due to financial concerns, while 20% increase spending for bucket-list trips or better locations; income groups show varying budgets, with higher earners spending 50-100% more.

Technology and Planning

• Social media apps (short video content) and generative AI tools are increasingly used for planning, especially by Gen Z.
• Traditional resources like word-of-mouth remain dominant, but younger groups adopt digital tools more readily.

Implications for the Travel Industry

• Hotels and airlines should capitalize on Gen Z’s tech-savviness and boomers’ loyal spending.
• Focus on sustainability and innovative planning tools to meet evolving consumer demands.

Notes

• Sample size for holiday travelers: 2,531 out of 5,281 surveyed.
• Margin of error: ±2 percentage points.