Travel Insights: Holiday Holidays
Travel & Tourism
The holiday season is upon us and that means many Americans are making decisions between staying home, traveling to visit friends and family or setting out on a fall or winter adventure. According to new data from PwC’s Holiday Outlook, demand for holiday travel remains strong with 46% of Americans hitting the road or the skies this season for a leisure getaway. Leading the way are Millennials who are planning to spend $751 on holiday travel, which is a 12% increase from 2023. Historically, Millennials prioritize experiences over material possessions, so it is not surprising to see them traveling to celebrate the holidays, particularly Christmas. As parents, they are passing along the value of experiences to their children and what better way to hand down a tradition than during the holiday season.
Regardless of generation, the holidays are a time when Americans get nostalgic. We celebrate the old and look forward to creating or experiencing something new and just maybe a little magical. The holidays are powerful triggers for rituals and traditions like decorations, music, food, customs and of course travel. A recent Reddit post that elicited nearly 3K comments says it best.
“So I love tacky touristy kitsch, and I’m tired of pretending I don’t…what places like this can you recommend?” -Reddit
In this issue of The Current, we explore five holiday-themed travel trends gaining traction. Check out our insights deck to learn more about each and discover what’s behind their rise in popularity.
- Expanded Family – The holidays nearly always involve family time and gatherings with loved ones, but this travel trend expands who is included in these groups for vacations.
- Culture & Traditions – Traditions mold the months around the holidays and hold a similar influence on travel decisions.
- Indulgent Luxury – Holidays are often a time of indulgence and this desire for extravagance carries through with luxury as a dominant sector of the travel industry.
- Coziness & Calm – As the weather gets cooler, people crave cozy moments of calm.
- Events & Festivities – As any holiday includes attending events and festivities, so does fall and winter travel.
Looking ahead to winter we see some of the same trends enduring as travelers cling to those cozy moments of peace and tranquility with family and close friends, particularly coming out of the hectic election cycle.
