Travel & Hospitality

The State of Travel & Hospitality Report: H2 2023

September 2023

Report summary

Travel is back, but steep prices threaten further growth.

By all accounts, 2023 has been a strong year for the travel industry, with leisure travel returning to pre-pandemic levels over the busy summer months. But while travelers were willing to splurge a bit to take their beloved summer vacations, high prices threaten to bring about a slower-than usual shoulder season.

Morning Consult’s semiannual State of Travel & Hospitality report tracks evolving consumer behaviors in the travel sector and analyzes what they mean for the future of the industry.

Based on survey interviews conducted monthly since October 2021, this report provides insight into how consumers are thinking about, planning for and engaging with travel.

Key Takeaways

  • More travel doesn’t equate to more trust: Consumers are taking trips, but they’re still on the fence about companies in the industry, and delays and disruptions owing to high volume may further erode travelers’ faith.
  • Inbound U.S. travel from China lags: A combination of factors is contributing to an uneven return of international travelers, with volume from China way down but interest from neighboring countries high.
  • Younger travelers dominate bookings: Millennials are the current industry darlings, but Gen Zers are hot on their heels and likely to outpace their older counterparts as they gain spending power.
  • Volume is slowing into the shoulder season: Travel brands can count on their core customers, but they can drive additional volume by appealing to secondary audiences during the slower periods.


This report is grounded in multiple datasets:

  • Research conducted from October 2021 to August 2023 among roughly 2,200 U.S. adults per month.
  • Data from surveys conducted between January 2021 and July 2023 among approximately 14,000 total adults in Argentina, Australia, Brazil, Canada, China, Colombia, France, Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, the United Kingdom and the United States.

The interviews were conducted online, and the data was weighted to approximate respective populations of adults based on gender, educational attainment, race and region. Top-line results from all surveys have margins of error of up to +/-3 percentage points.

About the author

Lindsey Roeschke is a travel & hospitality analyst. Lindsey’s work focuses on behavior and expectations in travel (among other categories), particularly through a generational and cultural lens. In addition to her research and advisory background, Lindsey has more than a decade of experience in the advertising world.