The Destinations Editionspending and budgetary prioritization. Our hopes are

that as the current crisis passes, this baseline optimism will

power the industry’s success as the year moves forward.

If you should have questions or ideas for future survey topics,

we welcome you to message us:

info@destinationanalysts.com or

@DA_Research.

THE DESTINATIONS EDITION of The State of the American

TravelerTM finds a high baseline level of leisure traveler

optimism, yet the unfortunate outbreak of coronavirus will

undoubtedly greatly dampen expectations in the near-term.

The survey of American leisure travelers was taken in the

early stages of the outbreak, before the virus was noted in

the United States. The overall outlook at the time of our poll

was strong, with high levels of travel optimism, expected

info@destinationanalysts.com @DA_Research

SPONSORED BY

The State of the American Traveler

TM

DESTINATIONS EDITION

Winter 2020 | Volume 35

Destination Analysts’

01

THE STATE OF THE AMERICAN TRAVELER SURVEY is conducted quarterly by

Destination Analysts, Inc., a San Francisco-based tourism industry research company.

The survey is conducted online amongst a nationally representative sample of adult

Americans. From January 7th to the 21st, 2020, surveys were collected from a group

of respondents who were then screened by their leisure travel behavior. Only those

respondents who had traveled at least once in the past 12 months for purely leisure

or personal reasons were interviewed. This travel must have been of at least 50 miles

one-way — the standard distance threshold used in the tourism industry to signify that

a “trip” has been taken. In total, 2,000 leisure travelers completed the survey. With this

sample size, the top line data presented here can be considered to have a reliability of +/-

2.2%. This information is provided “as is” and intended for informational purposes only.

It should not be relied upon for operational, marketing, legal, technical, tax, financial

or other advice. Destination Analysts is not responsible for your use of the information

contained herein (including errors, omissions, inaccuracy or non-timeliness of any kind)

or any assumptions or conclusions you might draw from its use.

American Travel Expectations

Travel as a Budget Priority

How American Leisure Travel

Destination Inspiration

Destination Brand Performance

Destination Expectations, 2020

Methodology

Contents

02

03

04

05

06

07

02

THE NEW YEAR STARTED WITH HIGH LEVELS OF

TRAVELER OPTIMISM, unfortunately the current wave

of concern generated by the coronavirus has put a

damper on these early expectations for the year. While

uncertainty surrounding the virus is clearly impacting

the marketplace, our survey data shows strong

fundamentals will likely be in place when the crisis

abates. When our survey was collected in mid-January,

34.9 percent of American leisure travelers said they

would be taking more trips in the upcoming year, up

from to 33.4 percent one year earlier. This degree of

optimism also extends to future travel spending.

When asked if they expect to spend more in the

upcoming year on leisure travel, 36.5 percent of

American leisure travelers said that they would be

beefing up their expenditures, up from 32.2 percent

one year ago. Further, travelers report a significant

increase in their prioritization of leisure travel in their

budgets. In this most recent survey wave, fully 70.6

percent said leisure travel would at least be “somewhat

important” in how they prioritize their household

budgets. Last year this figure stood at only 59.6

percent. Leisure travel budgets are also expected to

be up 6.6 percent in the next twelve months.

1 Travel Expectations & Travel Spending Expectations

Travel Expectations (Trips) Travel Expectations (Spending)

JAN 2019 58.0%

33.4%

8.7%

57.1%

32.2%

10.7%

expect moreTHE KEY: expect the same expect less

0 030 3010 1020 2040 4050 50 6060

JAN 2018

APR 2018

55.6%

56.4%

37.0%

37.6%

7.4%

6.1%

54.0%

55.3%

36.5%

37.1%

9.4%

7.6%

OCT 2018 54.5%

37.5%

8.0%

53.1%

36.9%

10.1%

JULY 2018 57.4%

32.5%

10.1%

55.6%

31.7%

12.7%

Q: In the next 12 months, do you expect to

travel more or less for leisure than you did in

the most recent 12 month period?

Q: In the next 12 months, do you expect

to spend more or less for leisure travel than

you did in the most recent 12 month period?

JAN 2020 58.3%

34.9%

6.8%

58.3%

34.9%

9.4%

03

2

0% 25% 30%10% 15%5% 20%

EXTREMELY HIGH PRIORITY 14.3%

SOMEWHAT LOW PRIORITY 4.1%

SOMEWHAT HIGH PRIORITY 30.7%

EXTREMELY LOW PRIORITY 0.6%

HIGH PRIORITY 25.6%

LOW PRIORITY 1.4%

NEUTRAL - NEITHER HIGH NOR LOW PRIORITY 23.4%

36

43

.26

13

Travel volume and spending expectations have also rebounded. Once a year, we ask how much priority travelers intend to

place on leisure travel as they allocate their family budgets. At this time last year, 59.6% said that leisure travel would be at

least a “somewhat high priority.” This year, the corresponding figure has jumped sharply dropped to 70.6 percent. The chart

below shows the results from this year.

Q: How much IN TOTAL is the maximum

you will spend on leisure travel (including

airfare, accommodations and all other trip

related spending) during the NEXT TWELVE

(12) MONTHS?

Americans are also expecting to increase

their budgets for this activity this year.

The typical traveler says they will spend

nearly $3,882 this year, up 6.6 percent from

one year ago.

Travel budgets up 6.6% in past year

$3000

$2000

$3500

$2500

$4000

Winter

2017

$3

64

3

Winter

2018

$3

86

5

Summer

2017

$3

54

4

$3

64

9

Summer

2016

$3

38

1

Travel as a Budget Priority Increases

Leisure Travel Spending: Priority in Household Budget

Summer

2018

$3

133

70.6%

Jumps from 55.8% last year

Top 3 Box Score:

Summer

2019

$3

212

Winter

2020

$3

88

2

Winter

2019

$3

64

9

04

3.1

In the past 12 months, the typical American leisure traveler took 4.2 trips (50 miles or more away from their home for

purely leisure reasons.) The following describes how these trips were taken.

How Americans Travel for Leisure

46.4% DAY TRIPS(50 miles+ from home with no overnight stay)

27.1% MULTIGENERATIONAL TRIPS

(3 or more generations traveling together)

74.9% ROAD TRIPS(Primarily by automobile)

55.6% REGIONAL TRIPS

(200 miles from home maximum)

58.4% PLANE TRIPS(Trip included air component)

38.9% INTERNATIONAL TRIPS

(Traveled outside the USA)

13.7% TRAIN TRIPS(Intercity trip)

16.2% CRUISE TRIPS

(One or more night on board)

1.54

2.73

1.370.270.23

1.92

0.68

AV

G #

OF

TR

IPS

(Am

on

g th

ose

takin

g

each

typ

e trip

)

38.7% TRAVELED WITH OWN CHILDREN

32.6% VISITED A THEME OR AMUSEMENT PARK

2.22

35.6% VISITED A NATIONAL PARK OR MONUMENT

Percent of Travelers Taking Each Trip Type

32.0% TRAVELED TO ATTEND A

FESTIVAL OR SPECIAL EVENT

05

3.2 Destination InspirationWord of mouth is still by far the most relied upon way people find travel inspiration. Two thirds of American

travelers say they rely on the in-person opinions of friends and relatives, while nearly one third percent get

this information from social media. Still, differences by age group are significant.

Q: Please think specifically about how you get your inspiration for the

destinations you want to visit domestically. Which would you typically use to

find destination ideas and inspiration? (Select all that apply)

65.5%

19.7%

21.9%

40.3%

9.2%

Opinions of friends and relatives — in-person and/or

through direct contact (email, text, etc)

Offline Media — TV, printed newspapers, magazines, etc.

Opinions of friends and relatives — via social media websites

Movies

0 3010 60 704020 50% of Travelers Using for Destination Inspiration

All Online Media — Travel content found on the Internet (includes

articles, reviews, business websites, blogs, podcasts, video, etc.)

2016 67.1%

2017 66.4%

2018 66.0%

2019 65.5%

2020 65.6%

2016 26.6%

2017 26.9%

2018 30.0%

2019 27.5%

2020 21.9%

13.5% Online video travel content

2016 25.3%

2017 24.4%

2018 21.7%

2019 21.8%

2020 19.7%

Alaska

Albuquerque

Newport Beach, CA

Santa Barbara CountyLouisville

Kansas City

Oklahoma City

DetroitSt. Louis

Hilton Head Island

Outer Banks, NC

Monterey, CA

Salt Lake City

Puerto RicoSeattle

Denver

Napa Valley

Nashville

San Antonio

Portland

Charleston

Austin

St. Petersburg / Clearwater

Chicago

AtlantaDallas

Houston

Baltimore

Memphis

Tucson

Houston

Savannah

Minneapolis - St. Paul

06

70%

60%

50%

40%

30%

20%

10%

0%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Likely to Visit (Next 3 Years)(% of American Leisure Travelers)

De

stin

ati

on

Rate

d “

Ap

pe

alin

g”

or

“Extr

em

ely

Ap

pe

alin

g”

(%

of

Am

eri

can

Leis

ure

Tra

vele

rs)

*Bubble placement is approximate

Low-tier familiarity20%-0%

Mid-tier familiarity30%-20%

Top-tier familiarity50%-30%

The chart below shows selected domestic destinations ranked by appeal and likelihood of visitation. The size of

individual bubbles represents traveler familiarity with the place as a leisure destination. While the relationship

between a destination’s appeal and traveler likelihood of visiting is obvious, comparing destinations in detail

reveals the complexities of their brand positions.

Destination Brand Performance4

Familiarity, Appeal and Likelihood of Visitation

New Orleans

Niagara Falls

Phoenix

Orlando

Florida Gulf Coast

Las Vegas

Hawaii

New York City

Los Angeles

San FranciscoSan Diego

Washington, DC

Boston

Miami

Anaheim/Disneyland

Philadelphia

0708

6.1 Destination Expectations, 2020 Where are Americans planning to travel in the upcoming year, and how is this changing? For the past 5 years we

have asked what destination types were under consideration and how many trips to each would travelers take.

Cities and metropolitan areas continue top the list as the most visited destination type.

Q: In the next 12 months, HOW MANY TRIPS will you take that will include each of the following types of leisure destinations?

% Planning to visit on

leisure trip (next 12 Months)

Expected # of leisure trips (next 12 Months)

MOUNTAIN DESTINATION/RESORT

SMALL TOWNS, VILLAGES, OR RURAL DESTINATIONS/ ATTRACTIONS

BEACH DESTINATION/RESORT

CITIES OR METROPOLITAN AREAS

0

40

20

60

10

50

30

70

80

0

1.00

0.50

0.25

1.25

0.75

1.75

2.00

2.25

1.50

% Change vs. 5 years ago

-3.7% 2.9%3.3% 10.5%-5.2% 13.8%21.2% 18.9%

62

.0%

17

1.1

1.0

49

.4%

18

66

.1%

1.6

18

30.0

%

16

67.

0%

1.3

17

67.

8%1.

4

19

47.

6%

19

0.9

0.5

57.2

%

18

1.0 31

.8%

17

0.5

56

.4%

19

1.0

28.6

%

18

0.5

74.0

%1.

9

20

49

.1%

20

1.0 31

.0%

19

0.5

30.9

%20

0.5

71.

6%

1.6

16 17

1.0

51.5

%

1.1

51.5

%

16

61.

9%

1.1

20

56

.0%

16

1.0

16 = WINTER 2016 17 = WINTER 2017 18 = WINTER 2018 19 = WINTER 2019

0809

16 = WINTER 2016 17 = WINTER 2017 18 = WINTER 2018 19 = WINTER 2019

6.2 Destination Expectations, 2020 Continued

0

40

20

60

10

50

30

70

80

0

1.00

0.50

0.25

1.25

0.75

1.75

2.00

2.25

1.50

% Change vs. 5 years ago

STATE, COUNTY, OR REGIONAL PARKS OR RECREATION AREAS

31.8

%

38.8

%

31.9

%

33.3

%

-0.7% -11.9%

31.6

%

39.5

%

33.0

%

30.5

%

U.S. NATIONAL PARKS

11.8% 5.4%

37.0

%

39.8

%

39.4

%

35.4

%

THEME OR AMUSEMENT PARKS

-11.2% 16.8%

DESERT DESTINATIONS/RESORTS

33.3% 16.8%

Q: In the next 12 months, HOW MANY TRIPS will you take that will include each of the following types of leisure destinations?

15.3

%

16

0.3

0.6

0.5

0.6

18.6

%

17

0.3

0.8

0.7

0.7

17.6

%

18

0.3

0.6

0.6

0.616

.7%

19

0.3

20.4

%

20

0.3

0.6

0.5

0.7

% Planning to visit on

leisure trip(next 12 Months)

Expected # of leisure trips(next 12 Months)

20

16 17 18 19 20

32.9

%0

.5

16 17 18 19 20

35.4

%0

.6

16 17 18 19 20

31.6

%0

.6

09

Thank You info@destinationanalysts.com SPONSORED BY@DA_Research