Recent consumer insights indicate rising interest and intent in both domestic and international holiday travel.
Top brands in the travel and tourism industries are expecting a big wave of American travelers over the upcoming holiday season.
The most recent consumer survey from OAAA and The Harris Poll found that of the 59% of US adults who plan to travel during the holidays, 55% will travel at least 400 miles roundtrip, 48% will travel by plane, 33% will travel longer distances than last year, and 31% will take more vacation days than last year.
Expedia’s 2023 Traveler Value Index survey indicates a shift in how consumers value travel as compared to recent years; 46% of respondents said travel is more important to them now compared to pre-pandemic, and 43% are upping their travel budget in the coming year.
The survey also found that nearly eight in ten consumers will take at least one leisure trip in the next 12 months, and more than half (54%) will take at least two leisure trips.
Globally, searches for travel during November and December are up more than 60% year-over-year, and searches for 2023 travel are up by 65% year-over-year.
It also appears that consumers are more open to last minute bookings, with 55% of consumers saying they feel comfortable booking travel less than a month in advance- a key reason as to why travel advertisers continue to leverage OOH right up until the holidays.
Additionally, Expedia’s survey indicates that more consumers are looking abroad for their travel destinations; nearly half of respondents reported they are likely to travel internationally in the next 12 months, compared to only 12% in 2020 and 35% a year ago.
The 2022 US Family Travel Survey from the Family Travel Association found that 61% of consumers are inspired by travel advertising. This quantified impact along with increased travel desire among consumers is why top advertisers are trusting JCDecaux’s OOH expertise to reach target audiences ahead of the holidays.