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appeared in the November issue of AGENTatHOME magazine. Subscribe here to receive your free copy each month.
Despite the bumps in the travel road in 2024 – worsening strife in the Middle East, divisive politics at home and extreme weather disasters – the American vacationer nonetheless wants to explore the world.
The Fall 2024 Edition of MMGY Global’s Portrait of American Travelers (POAT) pinpoints a continued heightened interest in culinary tourism and cruising on the oceans, rivers and inland waterways. Plus, as you’ve probably already discovered, travelers are flocking to family, warm-weather and ski resort destinations in an already-heavily booked upcoming holiday season.
The quarterly survey found that nearly eight in 10 U.S. adults plan to take a vacation in the next 12 months, an increase of 6 percent compared to the results in fall 2023.
American travelers are more interested in expedition cruising. Pictured, the spa on Seabourn Venture. (Source: Seabourn)
Meaningly Experiences
“Despite economic uncertainties and global complexities, travel continues to be a major priority for Americans,” said Simon Moriarty, MMGY Travel Intelligence’s vice president of research and analytics.
“Our survey highlights a marked rise in interest in culinary and cruise experiences, reflecting a trend toward more immersive and meaningful travel. As we head into the busy but lucrative holiday season, marketers should recognize that travelers are planning their trips with increased thoughtfulness and genuine intent.”
One welcome result in the MMGY survey is that travel intentions have increased across every generation and household income level. “Since the summer survey, consumer concerns about the price of gas have decreased alongside price declines in the marketplace,” the survey said.
All Types of Cruising
The POAT found that more than half of leisure travelers are interested in taking an ocean cruise (58 percent) or a river cruise (52 percent) in the next two years. Forty percent are intrigued by expedition cruising.
Fascination With Food
“Although authentic local cuisine is still the most sought-after culinary experience (55 percent), there is growing interest in high-end culinary experiences such as award-winning restaurants or food and wine festivals,” the POAT survey reported.
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