Portrait of the American Traveler: Cultural Curiosity, Multi-Destination Journeys Top Priorities

Zurich, Switzerland – Photo credit: Vasily Makarov/Adobe

The 2024 Portrait of American and Canadian International Travelers study has just been published and it includes more than a few insightful takeaways about traveler sentiments for the year ahead, specifically with regard to international globetrotting.

The survey’s top reveals include:

• Increased spending: Among those who plan to take at least one international vacation during the next two years, American travelers intend to spend an average of $11,906 on international travel annually, while Canadians plan to spend approximately $8,222 per year.
• Safety is top of mind: When considering where to travel globally, both Americans and Canadians are strongly prioritizing the safety of destinations in the years ahead. A consideration that’s not entirely surprising at a time when two regional wars continue to unfold and climate change has impacted stability in many regions.
• Culture and cuisine are priorities: Both groups are highly motivated by experiencing different cultures and cuisines, with Canadians placing slightly more emphasis on this element of travel.
• Multi-destination getaways are key: Both groups prefer visiting multiple destinations rather than a single location during their trips. 
• Hotels remain dominant: Traditional hotels are the most popular choice among both groups when it comes to selecting accommodations; however, Canadian travelers show a stronger preference for unique options like short-term vacation rentals and staying with friends or family, while American travelers are slightly more likely to opt for a resort or boutique hotel. 
• Economy-minded flying: Canadians have a higher tendency to fly economy (73%) compared to Americans (51%), indicating differing attitudes toward travel spending. 

Simon Moriarty, vice president of research and analytics for MMGY Travel Intelligence, says the study data reveals a strong outlook for outbound travel and the rise of two very distinct travel personalities – both of which are eager to engage with new cultures.

“While Americans and Canadians share numerous similarities in their travel preferences and concerns, their differing spending habits, cultural motivations and sources of travel information highlight the unique characteristics of each group. Recognizing these differences can lead to more personalized and enriching travel experiences,” explained Moriart

Additional Travel Insights: Sustainability and Blended Travel

The MMGY and USTOA report involved compiling the insights of 3,075 adults living in the United States or Canada who have taken at least one vacation outside of North America or the Caribbean in the past three years and who also expect to embark upon at least one vacation outside of that region over the coming 12 months.

Approximately half of the survey respondents had a household income exceeding $100,000, with 7% earning more than $250,000.

In addition to the already revealed highlights, the survey’s respondents weighed-in on a few additional travel topics.

For instance, the report found that sustainability influences travel decisions for both groups, with 69% of Americans and 61% of Canadians indicating familiarity with sustainable travel options. Younger generations in both regions are more inclined to prioritize sustainability, with Americans being more willing to pay an extra $100 on a flight to reduce their carbon footprint.

Blended business and leisure travel is also on the minds of those planning to travel abroad. Both Americans (89%) and Canadians (78%) occasionally or frequently extend their business trips for leisure, indicating that the Bleisure trend will remain part of the travel landscape for the coming year. Local activities and cost of accommodations are key factors influencing this decision for both groups.

As for where travelers get their travel advice from, both groups rely heavily on friends and family, as well as travel review sites and destination websites when planning their international travels.

However, the age of the ubiquitous social media influencer has not yet wanted, sadly. The report found that social media platforms continue to play a large role in decision-making: Nearly 6 in 10 social media users from both countries indicating that they have selected a vacation destination based at least partially on what they have seen on social media.

This article originally appeared in TravelPulse.