Takeaways from Traveler Segments, Powered by the State of the American Traveler

While this number varies slightly across generations—with Gen Z the least concerned about value at 65.9%—it remains consistent across all income levels, even the most affluent travelers. 

Many travelers reconcile their desire to travel with skyrocketing cost-of-living expenses by using credit card points or reward programs to save money. Almost 40% financed some or all of their last overnight trip, but high interest rates make this option less appealing, particularly among lower-income travelers. DMOs who offer high-value travel packages and emphasize the affordability of their destination can appeal to cost-conscious travelers.

Reaching Across the Generational Divide

The research shows that traveler sentiment, interest and planning methods vary widely across generations. The Boomer generation has the largest travel budgets, but younger travelers visit more destinations and have a much wider range of interests when it comes to travel. 

Millennials have the most travel interests, ranging from food to video gaming. Understanding what these travelers are passionate about can help DMOs better communicate their destination’s attractions to Millennials.

Another key difference between the generations is their planning timeline. Gen Z and Millennials have a shorter travel planning window than their older counterparts, but they still care about value. Identifying their planning window can help DMOs reach these travelers with timely recommendations and resources.

Outdoor Enthusiasts and Outdoor+

Travelers’ desire for outdoor experiences has somewhat normalized since its all-time peak during lockdown, but the outdoors maintains a strong appeal for visitors, with one-in-four survey respondents describing themselves as “outdoor enthusiasts.” Hiking, camping and freshwater fishing are the top attractions for these outdoor enthusiasts, who generally feel optimistic about their financial situation and travel spending. In fact, outdoor enthusiasts outspend the general travel audience by a significant amount, making this segment a valuable one for DMOs to court. What’s more, they tend to visit more locations and are more likely to travel internationally than the general traveler population.

One way DMOs can attract these travelers is through what we call “Outdoor+” experiences. These experiences combine traditional natural attractions like fishing, camping or mountain-climbing with other, more urban activities, like visiting historical sites or exploring a destination’s culinary scene.

Giving these travelers a wider range of experiences during their trip can increase the duration of their stay and their satisfaction with the destination. You can read more about Outdoor+ travelers here.

You can find the full slide deck, research summary and webinar recording here. Sign up for our upcoming webinars for relevant, actionable insights on the latest trends affecting U.S. leisure travel.