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2023 Americans Holiday Travel Survey: Key Insights

Executive Summary

Nearly half (48%) of Americans plan to travel during the 2023 holiday season, up 31% from 2022. Health and trip disruption concerns have greatly decreased, lifting traveler confidence. Baby boomers are returning strongly, making up nearly a third of holiday travelers, while Gen Z shows increased influence in travel trends. International destinations remain popular, and remote work continues to shape travel behaviors.

Key Findings

• Travel Plans: 48% intend to travel this holiday season, with increased intent across age and income groups.
• Boomer Influence: Boomers constitute about a third of holiday travelers, bringing conservative spending yet enthusiastic travel attitudes.
• Gen Z Trends: Although accounting for only 8% of travelers, Gen Z is driving changes in travel planning through social media and sustainability.
• Barrier Reduction: Health and disruption concerns have halved as travel deterrents, allowing more Americans to book trips with confidence.
• Hotel Preference: Paid lodging (hotels/private rentals) accounts for 56% of travel plans, double from 2021.
• Trip Characteristics: Travelers are taking fewer, shorter trips but with increased budgets, reflecting pent-up demand.
• Remote Work & Travel: About one-third of travelers plan to work partially during their trips, known as "laptop luggers."

Holiday Travel Behavior

• Motivation: Reconnecting with family/friends (47%) and rest/relaxation (47%) remain the primary motivators.
• Budget: Average holiday travel budget is $2,725, slightly higher than in 2022.
• Destination Trends: Cities are increasingly popular (51%), shifting from beaches and outdoor destinations.
• International Travel: International trips typically occur toward the end of the holiday season, with intentions increasing significantly by January.

Demographics

• Boomers vs. Youth: Boomers account for ⅓ of travelers (up from 2022), while Gen Z participation remains relatively low but highly influential.
• Income Factor: Higher-income travelers are 2× more likely to fly domestically.
• Reasons for Not Traveling: Financial constraints and high trip costs remain primary barriers across generations.

Remote Work and Travel

• Approximately one-third of travelers plan to work partially during their trips, adding 5 days to average trip length.
• "Laptop luggers" take more trips with longer durations and higher budgets compared to those who plan to disconnect.

Sustainable Travel

• Younger travelers show strong preference for environmentally conscious options (33% prioritize sustainability ratings).
• Laptop luggers incorporate sustainability factors into their travel decisions more frequently.

Methodology

• Timing: September 12–25, 2023
• Sample: 5,281 U.S. adults polled
• Margin of Error: ±2 percentage points for entire sample

About the Report

This analysis highlights major U.S. travel trends between Thanksgiving 2023 and mid-January 2024, produced by Deloitte's Transportation, Hospitality & Services practice.