AHLA Survey: US Travellers Prioritise Summer Trips Despite Higher Costs
A recent survey by the American Hotel & Lodging Association (AHLA) reveals that while most US adults find summer travel more expensive this year, a significant majority still plan to take trips, implementing various budget-conscious tactics to manage costs. This data, published by Hotel Dive, highlights a sustained commitment to leisure travel among Americans.
Commitment to Travel Remains Strong
Despite 57% of US adults perceiving summer travel as more costly compared to last year, 56% still intend to undertake a trip, according to a recent survey from the American Hotel & Lodging Association (AHLA). The polling, conducted by Morning Consult in June among 2,201 adults, found that 69% of those impacted by increased prices continue to regard a summer vacation as important. Rosanna Maietta, AHLA president and CEO, stated that Americans are safeguarding their holidays and becoming more budget-aware, demonstrating that summer travel is not diminishing. This perspective aligns with a Priceline study showing consumers' commitment to travel, valuing distinct activities, as reported by Hotel Dive.
Strategic Cost Management by Travellers
To counter higher expenses, US travellers are adopting several cost-management strategies. The AHLA report shows that before adjusting hotel accommodation plans, respondents would first reduce "on-site spending," with 43% cutting shopping, 39% limiting dining, and 26% decreasing entertainment outlays. Other significant tactics include choosing less expensive destinations (33%), travelling closer to home (33%), and driving instead of flying (30%). Many are also opting for budget-friendly hotels that include amenities like breakfast. Only 18% of travellers are cancelling or postponing their plans entirely, while 15% intend to book later in hopes of price reductions.
Demographic Trends and Industry Response
The survey also highlights a strong determination among younger and higher-income adults to travel. Specifically, 75% of Gen Z and 78% of millennial travellers are most resolved to take a trip this summer, despite financial pressures. These shifts show a redirection of demand towards value destinations and nearby, drive-to markets, potentially shifting revenue towards midscale and select-service hotel brands. Hotel operators are responding to these trends; for instance, Choice Hotels plans to launch its "Check into More Tour" later this summer, featuring interactive games and travel-themed giveaways for road trippers. Loyalty programmes that deliver value and flexibility are also crucial for attracting customers.
Implications for the Travel Sector
The AHLA's findings show a resilient demand for travel among US consumers, even with elevated costs. For travellers, this means a continued focus on value, with an emphasis on domestic or regional trips and a preference for hotels offering included amenities. For the hospitality industry, the data suggests that midscale and select-service brands, along with destinations accessible by car, are well-positioned for growth. Hotel groups must continue to innovate with value-driven initiatives and robust loyalty programmes to meet these evolving consumer expectations and capitalise on the sustained, albeit budget-conscious, appetite for summer travel.
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