by Mia Taylor
Last updated: 7:35 PM ET, Wed October 30, 2024
With a high-stakes national election just days away, MMGY and the United States Tour Operators Association (USTOA) have released a new survey that provides a much needed distraction from the countdown to November 5.
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 Moriarty.
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.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
