More than 31 million people have posted about it on Instagram, and it is predicted to be one of the most popular travel trends of 2017.
We're talking about road trips.
A new survey from MMGY Global's Portrait of the American Traveler took a look at the anatomy of the American road tripper and the rising trend of vehicular travel pursuits.
One of the aspects driving this type of travel? There are more options.
"Vacations focused on a single destination or activity aren't as appealing to roadtrippers," said Steve Cohen, vice president of insights at MMGY Global. "One of the reasons road trips are so appealing to these travelers is their ability to make multiple stops to experience a wider variety of vacation activities and attractions, especially ones that are uniquely local. Destinations that effectively communicate their authentic, unique offerings will go a long way toward attracting more roadtrippers."
The appetite for driving to destinations is significantly on the rise. According to the survey, from 2016 to 2017, the percentage of road trips taken by Americans rose from 22 percent to 39 percent.
Consumer spending also showed enormous growth. In 2015, travelers spent $66.6 billion hitting the road, while last year, that number grew to a whopping $113.7 billion.
It's not just millennials hitting the road. Forty-two percent of the vacations boomers take are driving trips, significantly overshadowing millennials who constitute 36 percent of the market.
[READMORE]READ MORE: Wichita Has a Bright Future as a Road Trip Destination[/READMORE]
Surprisingly, lower vacation cost is not a motivating factor. In fact, many people spend more on road trips.
While driving offers a greater level of convenience and spontaneity for travelers, that doesn't mean all road trippers are the same. The MMGY survey took a look at the micro-segmentations of this demographic and found that they can be categorized in four ways:
The Griswolds
MMGY defines this group as "distinctive, younger and less affluent micro-segment of travelers." Their average age is 37 and they span generations between millennials and Gen-X. They are committed to investing in experiences rather than belongings. They make up 11 percent of the road trip market.
Well-to-Gos
This group is defined as the highest earning group among the road tripper micro-segments with an average age of 42 and a household income of more than $200,000 per year. They are families with children who say that stopping along the way is the most important aspect of a road trip.
Retired-on-Tires
This group is made up of boomers and matures road trippers. Most are married and don't have children living at home. Forty-five percent of retired-on-tires travelers say that they still use printed guides to make plans.
Freewheelers
These are the youngest, with an average age of 36 and are made up of millennials and Gen-Xers who don't have children and are looking for adventures such as hiking, biking and other outdoor activities.
Fifty-five percent of freewheelers will return to a destination that they visited this year.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
