As the holiday season approaches, Americans are gearing up to embrace travel like never before. According to Deloitte’s 2024 Holiday Travel Survey, nearly half of U.S. citizens (49%) plan to hit the road—or the skies—between Thanksgiving and mid-January, maintaining a steady travel intent compared to last year. However, this season stands out for its longer trips, higher budgets, and more adventurous itineraries. Here’s a closer look at how holiday travel is shaping up in 2024.
Holiday Travel Intent Hits High Notes
Americans’ love for holiday travel is not just holding steady; it’s evolving. While the percentage of travelers remains nearly unchanged from 2023, they’re planning bigger trips in every sense:
• Longer Journeys: The average traveler is planning 2.14 trips this holiday season, up from 1.88 last year. Moreover, 33% of travelers are planning trips lasting a week or more, compared to just 25% in 2023.
• Bigger Budgets: Holiday travelers expect to spend an average of $3,294 on their longest trip, with overall seasonal travel budgets up by 4% from last year. Notably, 28% of Americans are increasing their holiday travel budgets, with 4 in 10 of those saying that travel has simply become more important to them.
• Concentrated Around Key Holidays: Thanksgiving remains a strong driver, with 3 in 10 Americans planning trips during this time. Meanwhile, the December holidays and early January are seeing longer vacations, with more than a third of travelers (36%) planning week-long getaways in January.
Younger Travelers and High Earners Lead the Charge
While travel plans span all demographics, younger generations and high-income earners are driving many of the season’s trends:
• Millennials, often tagged as the “experience generation,” are leading the way with an average holiday travel spend of $3,927 and an impressive 2.6 trips planned for the season.
• High-income travelers (earning $100,000 or more annually) are also a major force, with 66% planning to travel and accounting for over half of paid lodging stays. Their propensity for splurging on upgraded accommodations and premium experiences sets the tone for holiday travel trends.
• Gen Z and millennials are also spearheading a resurgence in “laptop lugging,” as 58% of Gen Z and 54% of millennials intend to work remotely during their holiday trips. This flexibility has allowed younger travelers to extend their vacations and add more stops to their itineraries.
A New Era of Holiday Travel: Personalized, Premium, and Connected
Holiday travelers are not just moving from point A to point B; they’re doing so in style, with a focus on personalized, upgraded experiences:
• Splurging with Purpose: Among travelers increasing their budgets, nearly half (49%) are doing so to take longer trips, 44% are booking better-located lodging, and 29% are upgrading their flights.
• Flying and Driving: Road trips continue to reign supreme, with 65% of travelers planning at least one car journey. At the same time, 52% are taking domestic flights, and 24% plan to go international, with Europe, Mexico, and Canada being top destinations.
• Planning Goes Digital: Social media and AI tools are reshaping how Americans plan their holiday trips. Nearly 4 in 10 travelers now use social media to research destinations, and the use of generative AI tools for travel planning has doubled compared to last year.
Work Meets Wanderlust
The return of remote work flexibility has fueled the rise of “workcations,” with 49% of employed travelers planning to work, at least partially, during their holiday trips—a significant increase from 34% in 2023.
• The Laptop-Lugging Lifestyle: Those embracing the hybrid work-travel lifestyle plan to take an average of 2.7 trips this season, compared to 2 trips for those who fully disconnect. They’re also extending their longest trips by an average of three days, proving that remote work allows for deeper and more meaningful travel experiences.
• Global Destinations: Laptop luggers are particularly drawn to international destinations, with 30% planning overseas trips. Europe, Mexico, and Canada top their lists, offering a mix of leisure and connectivity.
Why Travel Matters This Holiday Season
The Deloitte survey highlights a key sentiment: Americans are increasingly valuing travel as a cornerstone of their lives. Kate Ferrara, vice chair and U.S. transportation, hospitality, and services sector leader at Deloitte, explains, “Enthusiasm for holiday travel keeps climbing as travelers look to make the most of the season by visiting friends and family. An increase in trip frequency is pushing budgets up, giving travel providers the opportunity to capitalize on festive experiences.”
While some travelers still cite cost as a barrier, a growing number are willing to prioritize experiences over material goods, viewing travel as an investment in memories and relationships.
The Road Ahead for Travel Providers
For the travel industry, these trends offer opportunities to innovate and engage with holiday travelers in new ways:
• Enhanced Experiences: Travelers are looking for unique and memorable holiday experiences, which creates an opportunity for providers to offer tailored packages and loyalty programs.
• Flexible Options: With a rise in laptop lugging, providers should cater to remote workers by offering reliable Wi-Fi and work-friendly environments.
• Digital-First Planning: Social media and AI tools are becoming essential in the trip-planning process. Providers can capitalize on this by creating shareable, engaging content and user-friendly digital tools.
The Bottom Line
As Americans prepare to celebrate the holidays, they’re doing so with an eye toward adventure, comfort, and connection. Whether it’s splurging on a luxury upgrade, taking longer trips, or blending work with leisure, the 2024 holiday season promises to be a dynamic one for travelers and providers alike.
If you’re planning to join the festive migration, now’s the time to book your tickets, pack your bags, and start making memories that will last well into the new year. Whether it’s a road trip to see family or a far-flung escape, holiday travel is ready to take you further than ever before.
