International travel becomes more popular in America
Americans want to travel abroad more this year than they did last year, according to the 2020 Portrait of the American International Travellers Survey
The survey was conducted by the United States Tour Operators Association (USTOA) and MMGY Global. They asked 2,026 American travellers with an annual household income of over US$100,000 about their underlying motivations and future intentions regarding their travel behaviour.
The survey revealed that 37 per cent of American international travellers intend to travel more this year than they did last year. Respondents said they are planning to take 2.2 international vacations in the next 12 months.
An additional finding was that American travellers have different motivations to travel: 92 per cent of Americans want to experience different cultures, 89 per cent travel for exploration and adventure and 83 per cent have a hunger to experience new cuisines.
Furthermore, the survey found that most Americans want to travel to Europe, with 72 per cent of people surveyed naming it their number one destination. However, travellers are inclined to avoid popular destinations: 41 per cent said they would like to visit more hidden places.
The survey also found that 69 per cent of affluent millennials are likely to go on a group tour in the next two years. Millennials are also the most likely demographic to book their holidays through a travel agency.
One influence for American travellers who plan their holidays is social media. Between 2018 and 2019, the number of people who follow a destination on social media rose from 29 to 38 per cent, the survey revealed.
Terry Dale, President and CEO of USTOA, said: “The results are extremely encouraging for both our membership, as well as the travel industry as a whole. Not only are American travellers not slowing down, but cultural curiosity and exploration are driving them to travel deeper and connect more personally to the destinations they visit.”