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The State of the American Traveler

Aloha HVCB Members,

Please note: Destination Analysts is now Future Partners.  

The key findings presented below represent data from our monthly The State of the American Traveler study collected on February 16 - 24, 2024.

Americans' anticipated travel budgets may have fallen this month but enthusiasm for travel remains high and trip planning robust. Additionally, on the business travel front, more than one-in-five business convention travelers expect their company’s business travel volume to increase over the next 12 months. Findings also show how Michelin-starred restaurants impact destination decisions.
Spring arrives with a healthy outlook for travel. Future Partners will delve into the latest findings on upcoming travel trends, including:
  • Nearly 60% of American travelers report they took an overnight trip in the past month – up 3.7 points from last month and a healthy 10.8 points from February 2023.
  • Americans’ excitement for travel continues to maintain the high levels we have been seeing over the last year, at 8.0 on a scale from 0-10.
  • American travelers anticipate they will take an average of 3.4 leisure trips in the next 12 months, up slightly from the average of 3.1 trips in February 2023. About 88% will take at least one leisure trip.
  • On the business travel front, 21.8% of business convention travelers expect their company’s business travel volume to increase over the next 12 months.
  • More than 20% of American travelers say they are likely to take a trip to experience next month’s total eclipse. Those likely to travel for the event tend to skew Millennial (32.3%), and/or parents of school-aged children (35.7%).
  • When it comes to the impact that Michelin-starred restaurants have on destination selection, among Michelin program-aware travelers, 24.5% say that the existence of Michelin-starred restaurants is important or critically important to their destination selection. Millennial-age Michelin-aware travelers are the most likely generation to have taken a trip specifically to dine at a Michelin-starred restaurant (27.7%).
Full Report ►

Karen Wataru Nakaoka

Sr. Director, Member and Community Engagement




Hawaii VCB

Hawaiʻi Visitors & Convention Bureau
2270 Kalākaua Ave., Suite 801, Honolulu, Hawaiʻi 96815, United States

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