Tracking Trends in the Travel and Hospitality Industry
After being deeply impacted by the pandemic, the travel & hospitality industry is currently navigating an uneven recovery. Leaders of travel and tourism brands must understand ever-evolving consumer preferences and expectations — which in turn are influenced by health concerns, logistical hurdles and new ways of working and living — in order to better serve travelers.
To help leaders stay informed about the most important post-pandemic travel trends, Morning Consult is tracking travelers’ behaviors, attitudes and expectations through a monthly survey U.S. adults.
Find a more detailed methodology for this tracker below.
Key Takeaways
Despite major air safety headlines coalescing in Q1, trust in airlines has stayed extremely stable. More than 3 in 5 U.S. adults (65%) said they trust airlines “a lot” or “some” in March 2024.
That said, safety measures are top of mind for consumers when they book transport: 58% of U.S. adults identified it as a top priority in March 2024, up from the 50% who said the same this time last year. In particular, those planning to take a leisure trip within the next 12 months and higher-income consumers over-index on this measure (66% and 64%, respectively).
Interest in vacation rentals among leisure travelers is picking up. 27% of those who plan on taking a leisure trip within the next three months said they plan on staying at a vacation rental — a series high since we began tracking in 2021. Younger consumers and rewards credit card users are even more likely to choose vacation rentals than the average leisure traveler.
Data Downloads
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Leisure Travel Plans
Leisure Travel Destinations
Transportation and Accommodation for Leisure Travel
Business Travel Plans
Transportation and Accommodation for Business Travel
Booking Priorities for Transportation
Booking Priorities for Accommodation
Trust in Travel & Hospitality Brands
Loyalty Program Engagement
Source of This Data
Methodology
The Travel & Hospitality Monthly Trend Tracker relies on data collected through Morning Consult’s proprietary survey research capabilities. The interviews are conducted online, and the data is weighted to approximate a representative sample of U.S. adults based on gender, educational attainment, age, race and region. The full survey has a monthly sample size of roughly 2,200 U.S. adults and an unweighted margin of error of +/-2 percentage points.
About Morning Consult
Morning Consult is a global decision intelligence company changing how modern leaders make smarter, faster, better decisions. The company pairs its proprietary high-frequency data with applied artificial intelligence to better inform decisions on what people think and how they will act. Learn more at morningconsult.com
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