According to research by PricewaterhouseCoopers (PwC), travel is expected to be high this holiday season. A little less than half – 47% - of survey respondents said they plan to travel over the holidays by plane (46%) and car (69%). This is a sharp increase from 2021 and 2020.
The surge in travel is due to pent-up demand from the pandemic and is expected to stay high throughout 2023. Popular travel destinations include big cities like Las Vegas and Orlando as well as Europe, the Caribbean and South America.
In this edition of Datonics Research, we look at different types of holiday travelers. For more information on consumer travel behavior, reach out to us here.
Families: 80% of families typically travel over the summer months and holidays. Families tend to have children aged 3-18 and live in suburban or urban settings.
Couples: Interested in dining out, parties, events and exciting and romantic activities. Typical age of 23-31, appreciate nice views and luxurious stays.
Solo Travelers: Looking for lively destinations with fun and interesting activities. Interested in meeting new people and embarking on new adventures. Recent college graduate or young professionals, typical age 20-35.
Adventure Travel: Single male in 30’s with average income around $45,000. Climate and nature enthusiasts, plan the trip months in advance. Staying in accommodations for short periods of time, since they stay outside most of the day with activities such as backpacking, camping, fishing, hiking, sailing, and surfing. Typically also interested in reduced fuel costs and the environment.
Luxury Travel: Upper-class, looking for destinations with luxurious rooms in hotels with excellent service. Yearly income over $200,000. Looking for a hotel that has culture, cuisine, community, content, and customization. Adults who enjoy wine, art, fine dining, and fashion. Middle-aged to older generation who live in gated communities, are top spenders at luxury stores and returning customers at jewelry stores, and cruises.
Recently Retired: This audience is part of the older generation (Baby Boomers, age 50-75) and will have planned activities during their vacation. Access to a tour guide and sightseeing locations, as well as relaxing activities. Focused on comfort and amenities.