2024 Holiday Travel: More Adventures and Longer Trips
The holiday season is always a busy travel time, with many hitting the road and taking to the skies to see loved ones (or simply to venture somewhere a bit sunnier). New research indicates travelers are looking to spend more time away from home this holiday season—a trend which may continue into the coming years.
According to Deloitte's 2024 Deloitte Holiday Travel Survey, Americans continue to prioritize travel, mapping out a positive opportunity for providers this holiday season and beyond. Half (49%) of Americans shared that they made plans to travel this holiday season (between Thanksgiving and mid-January). Travelers expect to spend an average of $3,294 for their longest holiday trip, and their seasonal travel budget is 4% higher than in 2023.
The importance of travel has also grown along with 28% of travelers' budgets, as those with budget increases agreeing that "Travel has become more important to me,"—a sentiment that has doubled since 2023.
The number of trips travelers are taking and their durations have also increased. The report found that holiday travelers plan to take 2.14 trips, up from 1.88 last year, and 33% are planning vacations of a week or longer, compared to 25% in 2023. And although fewer trips are planned for later in the season, those trips tend to be longer. Among those traveling in early- to mid-January, 36% plan to take a trip lasting a week or more, compared to the approximately 16% that had plans to travel at Thanksgiving.
"Enthusiasm for holiday travel keeps climbing as travelers look to make the most of the season by visiting friends and family," said Kate Ferrara, Vice Chair and U.S. Transportation, Hospitality and Services Sector Leader, Deloitte. "An increase in trip frequency is pushing budgets up, giving travel providers the opportunity to capitalize on festive experiences. Travelers who invest in their holiday memories could create the groundwork for loyalty that stays long past the new year."
The report also found some interesting findings related to how travelers are getting around this holiday season. Over half (52%) of holiday travelers plan to take a domestic flight at least once this holiday season, compared to 24% flying internationally. Road trips have also seen a resurgence as 65% of holiday travelers plan to take one.
In addition, more travelers are using social media apps to plan their holiday trips (39% versus 27% in 2023). The number of travelers leveraging short social video content and GenAI tools is also up — 27% versus 16% in 2023 and 16% versus 8% in 2023, respectively.
The term "laptop lugging" is relevant once more as Americans are increasingly placing a greater value on their travel plans. Working while traveling or "laptop lugging," makes a significant jump this holiday season for the first time since 2021. Half (49%) of travelers intend to work, at least partially, on their longest leisure trip of the holiday season, compared to one-third (34%) last year. "Laptop lugging" is largely driven by younger- and higher-income travelers: 58% of Gen Z travelers and 54% of millennials plan to partake, while 52% of high-income travelers say the same. However, the trend is up across all income levels and age groups.
"Travelers are finding ways to make their holidays happen, their way," said Eileen Crowley, U.S. Transportation, Hospitality and Services, Partner, Deloitte & Touche LLP. "Younger travelers are splurging on upgraded experiences; remote work continues to enable longer, more frequent trips; and everyone is looking for good food and plenty of options. The travel industry has a prime opportunity to tap into these trends to help drive lasting loyalty this holiday season."
Courtesy of Groups Today.
