Travel Trends Summer 2024 

Summer is finally here, and for many Americans, that means adventure and exploration as families and friends eagerly pack their bags and set off to discover new destinations. Whether it's a road trip across the country, a relaxing beach vacation, or a journey to a bustling city, the warmer months inspire a renewed sense of wanderlust, and this summer is no different. 

To help you prepare for the summer 2024 travel surge, we compiled a list of travel trends the hospitality and travel industries can anticipate as they serve up guest experiences. 

A Travel Boom 

According to The Vacationer's yearly summer travel and trends survey, 82% (+212 million people) of Americans plan on traveling at some point this summer, 76% of which with trips already planned and 42% taking multiple trips.  

Generational Preference 

Mike Daher, co-author of Deloitte’s 2024 Summer Travel Report, reported that “the primary driver for all generations in travel will be to relax and get away from day-to-day responsibilities – but the influence of generation on travel preference will remain true during summer vacations.” 

Based on our overall findings, Mike’s sentiment remains true. Morning Consult’s report entitled “What Each Generation Wants on Vacation” says that a traveler’s generational identity influences their vacation expectations, behaviors, and preferences.

More specifically: 

• Gen Zers travel the most, with 48% saying they’ve taken a domestic trip in the last month alone. However, they strive to pay and travel less in terms of proximity. 
• Millennials seek more distant destinations in search of meaningful experiences, with 28% saying they’ll visit somewhere they’ve never been to before in the coming year.  
• Gen Xers are becoming empty nesters, so their travel habits are changing, with 26% planning to take a solo trip in the next 12 months. 
• Baby Boomers have been found to be the most loyal travelers, with 77% trusting chain hotels and 68% trusting airlines.  

Travel Concerns and Planning 

HomeToGo’s 2024 Summer Travel Forecast says that this summer’s travelers are planning their trips with a few concerns in mind including:

• 31%– Bad weather as a vacation disrupter
• 28%– Unsatisfactory and/or inadequate accommodations
• 20%– Overcrowded destinations
• 12%– Underwhelming experiences
• 9% – Arguments within one's travel group

The forecast also predicts that Americans will be journeying an average of 518 miles fewer than last year to reach their summer travel destinations, one reason being climate change. The same report says that 39% of Americans are traveling closer to home with climate change in mind and plan to take trips at certain times to avoid extreme weather such as heat waves. 

Mike (mentioned above) also says that many travelers’ vacation plans will be based on their budget as travel costs have gone up. In fact, 44% of 2024’s summer travelers make over $100,000 a year compared to 35% last year. 

In terms of when Americans are most likely to travel, 46% are opting to travel during the off-peak periods to avoid crowds. According to The Vacationer, the busiest weekends for travel will be the Fourth of July, with 30% Americans planning to travel, followed by Memorial Day at 22%, and Labor Day at 19%. 

Reason For Travel 

It’s clear that the primary reason for traveling this summer is to get away from day-to-day responsibilities and that looks different for everyone.

According to HomeToGo: 

• 47% of travelers say they are eager to visit tranquil destinations for unplugged experiences. 
• 41% plan to travel to a music event. 
• 49% plan to travel with an outdoor experience in mind. 
• 35% of which indicated an interest in “astrotourism” or traveling to study the night sky. 
• 43% will be traveling to a sporting event, specifically the UEFA EURO 2024 and the 2024 Olympics. 

Regardless of the overall experience, most travelers seem to navigate toward the same vacation activities.

Trip Advisors’ annual Summer Travel Index says: 

• 85% of US travelers in 2024 agree that tours and experiences are an important part of the travel budget. 
• 33% voted for the importance of museums and galleries. 
• 33% voted for food and wine tours. 
• 32% voted for amusement and water parks. 

56% of travelers are also choosing to determine at least part of their itineraries “in the moment” based on how they feel that day. 

Travel Destinations 

With so many people choosing to travel at one point this summer, no location will go unvisited. Beach destinations are the most sought-after travel destination, with 70% of Americans planning to visit coastal locations and 8 out of the 10 most in-demand travel destinations in the U.S. being beach towns. Big cities are next with 58% of travelers planning to visit, national parks and wilderness areas are at 56%, mountain scapes are at 50%, and rural towns and communities are at 42%. 

Here are the top 10 most in-demand US-based travel destinations for American travelers this summer: 

1. Destin, Florida 
2. Myrtle Beach, South Carolina 
3. Gulf Shores, Alabama 
4. Hilton Head Island, South Carolina  
5. Panama City Beach, Florida    
6. Gatlinburg, Tennessee  
7. Orange Beach, Alabama  
8.  Pigeon Forge, Tennessee   
9. Virginia Beach, Virginia  
10.  San Diego, California  

The top 10 most in-demand international travel destinations for American travelers this summer include: 

1. London, England 
2. Paris, France 
3. Barcelona, Spain 
4.  Amsterdam, The Netherlands 
5. Dublin, Ireland  
6. Rome, Italy  
7. Málaga, Spain  
8. Edinburgh, Scotland  
9. Vancouver, Canada  
10. Lisbon, Portugal 

Hitting the Road and Flying High 

With most Americans planning to travel closer to home, it makes sense that 7 out of 10 are planning to take a road trip this summer. However, Americans are still planning to fly. In fact, 52% will fly at least once this summer, 25% using their passports and 57% staying in the US.  

Airlines for America (A4A) is projecting US-based airlines to carry over 271 million passengers across the globe this summer. That’s over 26,000 flights a day – a 6.3% increase from summer 2023.  

Lodging Preferences – Meaningful Experiences 

When it comes to lodging, traveler interests in alternative options, such as private rentals, bed and breakfasts, recreational vehicles, and campgrounds, have tipped as Americans are seeking out venues where they can have “meaningful experiences.” However, 63%of Americans traveling this summer still plan to stay in hotels. 

According to Allianz Partners USA’s latest Summer 2024 Travel Trends survey:

• Hotels and resorts remain the accommodation of choice for 40% of travelers. 
• 23% will stay with family and friends. 
• 7% favor short-term rentals. 
• 4% will stay in vacation homes. 
• 9% will enjoy cruise ships and riverboats. 
• 19% plan to utilize a combination of the options. 

From the allure of beach destinations and national parks to the charm of bustling cities and cultural events, this summer's travel trends highlight the varied motivations driving vacationers. As travelers navigate concerns, their choices always steer them back to what the hospitality industry has to offer. Whether seeking relaxation, adventure, or new cultural insights, travelers are ready to make the most of their summer journeys and a vibrant and exciting travel season. 

Check out and share our infographic here.