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Research Update: Find the latest in American Travel Plans and Spend

Monday, November 04, 2024 Research

2024 Holiday Travel Insights: Focus on Cultural Experiences

The latest American Traveler Sentiment Study found little change in the number of trips Americans plan to take this holiday season. However, the study by Longwoods International and Miles Partnerships highlights those fewer travelers plan to travel more often than in previous years (YOY). This enthusiastic group of travelers dropped by four percentage points to 19%. In contrast, the proportion of travelers anticipating fewer trips than last year has slightly increased.

The trend is similar regarding travelers' estimated spending on holiday travel. About 55% of travelers expect to spend the same amount as last year, while 23% expect to spend more. This percentage reflects a five-point decrease compared to last year.

Three in five (61%) travelers will visit friends and family as part of their travel plans, a decrease from the 74% who expressed this interest last year. Interest in cultural and culinary activities has grown this year. For instance, 27% of travelers plan to attend a festival or fair, showing a three-point year-over-year increase. Similarly, travelers planning to visit a museum, gallery, or cultural institution saw a 2% year-over-year increase. The same growth trend applies to those interested in visiting wineries or breweries.

One in four (27%) travelers plan to visit a National Park, consistent with last year.

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• The San Juan National Historic Site, which includes Castillo San Felipe del Morro and Castillo San Cristóbal in Old San Juan, has received over one million visitors so far this year, a figure like last year (+0.3%).

• The highest number of visits through September in recent years was recorded in 2015, when 1.2 million visitors, including cruise passengers, visited the historic military complex.

• Geolocation tracking data from Azira suggests that the main U.S. origin markets for visitors staying in Puerto Rico in 2024 through September and visiting Old San Juan are New York, Orlando, Miami, Tampa, Philadelphia, and Boston.

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According to Airline Data Inc., the origin of air passengers arriving in Puerto Rico from January to June this year showed the following results:

• 88% of passengers arrived from the U.S.

• International arrivals from South America increased by 53% compared to last year, thanks to more seat capacity and expanded routes to Colombia.

• With 41% more seat capacity, there has been a 25% increase in passengers arriving from Europe this year.

• The main U.S. origin markets for air passengers are Florida (31%), New York (17%), Texas (6%), Massachusetts (5%), and Pennsylvania (4.7%).

• Among the top 25 U.S. states by passenger origin, the highest growth in arrivals was seen in Kentucky (+26%), Georgia (23%), Minnesota (21%), Ohio (19%), and Virginia (19%).

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With the end of the peak storm season in the Caribbean, industry metrics for Q3 show limited growth. Total accommodation demand remained relatively steady compared to last year (-1%), but the second half of September underperformed.

Accommodation demand remains strong year to date, with total accommodation demand and revenue up 5% through September compared to last year.

According to Ipsos, nearly half of the respondents in their “Consumer Tracker” report say they are spending less (47%) or saving more (47%) due to economic and election-related uncertainty. This uncertainty, along with an active storm season that included four storms (Beryl, Debby, Helene, and Milton) impacting our largest feeder market, likely hindered recent growth in travel demand.

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