Traveler Segments, Powered by The State of the American Traveler 2024

Discover the latest insights shaping U.S. leisure travel with our annual webinar and research focused on traveler segments.

This year, we dove deep into a few key traveler segments and shared fresh research by highlighting unique trends, including:

Outdoor Enthusiasts - Explored the latest research on attracting travelers seeking nature and outdoor activities.
Generational Divides - We broke down the difference in how younger and older U.S. travelers are engaged.
Price Pressures - We examined how the cost-of-living crisis is reshaping travel planning and booking behavior.

Get firsthand insights from two destination organization leaders—Joseph Boschulte, Commissioner for the U.S. Virgin Islands Department of Tourism and Mike Mangeot, Commissioner for the Kentucky Department of Tourism—as they shared how they integrate a “plus” factor in their marketing, like incorporating great food, music, festivals and accommodations to enhance their outdoor experiences.