The vast majority of Americans plan to either maintain or increase their number of hotel stays in 2024 compared to 2023, based on a new survey commissioned by the American Hotel & Lodging Association (AHLA) and conducted by Morning Consult.
The January poll of 2,200-plus U.S. adults reveals that hotels remain the top lodging choice for likely travelers, attracting 71 percent of likely business travelers and 50 percent of likely leisure travelers.
Despite the interest, inflation—which is poised to lead to increased revenue in 2024—continues to be a concern as 56 percent of respondents said they are less likely to stay in a hotel because of inflation and 53 percent indicated that they are less likely to travel overnight because of rising costs.
By comparison, 48 percent said they are less likely to travel by airplane because of inflation and 44 percent said they are less likely to rent a car because of the increase in costs.
Nonetheless, 51 percent of respondents said they are likely to travel overnight for a family trip in the next four months, and of that group, 39 percent said they would likely stay in a hotel.
Room at the JW Marriott Marquis Miami. (Photo Credit: Patrick Clarke)
Some of the top trip types for a hotel stay include romantic getaways and spring break vacations, according to the AHLA poll.
As far as what guests are looking for in a hotel, 35 percent of those surveyed ranked high-speed Wi-Fi as the top technological amenity they consider while 14 percent ranked keyless entry or mobile check-in as the top technological amenity they consider when evaluating hotels.
"These survey results underscore the tremendous potential 2024 holds for hoteliers and hotel employees," AHLA President & CEO Chip Rogers said in a statement.
"The year ahead will not be without challenges, however, and these findings show that inflation is preventing hotels from reaching their full potential. Still, hoteliers are optimistic about the year ahead and excited to continue providing excellent services for guests throughout 2024."
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