The mindset of the American traveler has changed a lot the past two years. As the world continues to open back up, pent-up travel demand is skyrocketing the industry back towards pre-pandemic levels. As American travelers begin to make their plans, a new trend is emerging. According to a study conducted by the University of Florida’s Agency at UF in partnership with Carnival Cruise Line, travelers are focusing less on the “where” and more on the “who.”

Dr. Rachel Fu, Director of the Eric Friedman Tourism Institute and Chair of the Department of Tourism, Hospitality and Event Management at the University of Florida, says, “Americans’ ideal destination for summer travel can now best be summed up as ‘anywhere and everywhere’ with few expressing enthusiasm for specific locations, and instead committing to bringing besties, significant others and family along to… whatever.”

While these travelers are mostly focused on spending time with loved ones rather than picking out specific destinations, survey respondents did hint at tropical, beach or sunny destinations as their main type of destination preference. Additionally, online travel chatter points to a desire for trips filled with activities, attractions and multiple stops along the way.

(Travel Pulse, 05.23.22)

American travelers don’t care where they travel, as long as they can travel with loved ones and make up for time lost during the pandemic. Interested in what this insight means for you? Schedule a free consultation today or send us an email at info@h2rmarketresearch.com.

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