Trip Planning Consumer Survey Habits 2024
We can all agree that going on vacation is fun. Jetting off to a new place, experiencing a new culture, and trying new things is the perfect way to break up the working year. But that doesn't mean planning and taking a trip are all fun and games. That's why we spoke to 2000 regular U.S. travelers about their experience with travel, what influences their choice of destination, and what tools they use when planning a vacation. What did they say? Find out down below.
Top pain points for travelers
Firstly, what do you think was the biggest pain point when planning a trip? If you said money, congrats. A gold star to you.
Yes, affordability and overspending are the two biggest issues our kind survey-takers mentioned, with nearly half (44%) worried about spending too much, and over half (51%) saying they pick a vacation destination based on price.
And that isn't necessarily dependent on finding deals on flights or accommodation, but the affordability of the destination itself. In fact, people value affordability above experiences and culture in a particular destination (42%), as well as traveling to (38%), and within (32%), said destination.
So, budgets are clearly a concern among travelers. But what are people worried about overspending on? Well, the top three, in descending order, are accommodation (21%), transport (20%), and food.
However, not all pain points are monetary in nature. Packing (26%), planning (23%), and missing flights or travel (21%) are also issues weighing on potential travelers.
Planning a trip takes time
Now we've talked about monetary investment, let's talk about time. Time is a valuable and finite thing, so how do people tend to spend their time when considering a vacation? Unsurprisingly, planning a trip is widely cited as the most time-consuming part of a vacation, with the average American spending nearly eighteen hours researching, comparing prices, finding packages, and booking. Eighteen. Hours. That's nearly two full viewings of the Lord of the Rings trilogy!
And it's the research and booking of local experiences, attractions, and cultural events (22%) that take up most of that time. If only there were a quick, easy, and affordable way to visit all a city's best bits on one app... Yes, that's foreshadowing.
What tools do travelers use?
In our modern world, it's hardly surprising that the vast majority of travelers of all ages use search engines (60%) like Google, as well as online travel agency sites (54%), to plan their trips. With a wealth of information at your fingertips, you would be silly not to!
However, what may be more surprising is that a third of Americans (33%) use social media platforms like Instagram to decide on places to go, while fewer use online forums and review sites (24%) to make more informed decisions.
So, the...influence...of a beautifully edited picture -and the person posing within it- is undeniable. However, the number of people using AI tools when planning a trip may surprise you. Fewer than 1 in 6 Americans (15%) use these potentially game-changing tools to help plan their trip. With AI making it into every part of our daily lives, expect that number to jump significantly in the next few years.
What do different generations look for?
But costs don't just affect Americans' willingness to travel. In fact, a quarter of Americans within Gen X, Y (Millennials), and Z (25%) all said the high cost of local attractions often put them off from visiting landmarks in their home city. A fifth (20%) also suggest that long lines and the 'value' of these attractions can put them off.
As such, just over half of all Americans (51%) have visited up to three local attractions in their city. Comparatively, older generations, such as Baby Boomers and the Silent Generation, have visited more. But why is this?
While the data doesn't pinpoint why, we can use common sense to understand the decline in younger generations. The most likely culprit is that there are simply more things to do now than there were 60 years ago. Technological advances have given rise to television, the internet, video games, and many other ways for people to pass the time. Secondly, with the frequency of flights, people now choose to cross state lines or leave the country entirely to get these experiences. Another factor could be that, due to their proximity, locals avoid visiting nearby attractions as they'll always be conveniently close.
If the value proposition isn't worth it, people won't come. If only there were a way to visit local, national, and international attractions for one low price...
Go pain-free with Go City
That's where we come in. At Go City, you can visit dozens of the planet's biggest cities and hundreds of those city's best attractions, all for one low price. Simply pick a city, pick your pass, and find the attractions that work for you. That's it!
And, with our brand-new Trip Planning tool built into the app, you can keep your tickets, times, and travel itinerary all in one place!
Save money and time with Go City.
Methodology
In October 2024, Talker Research conducted a random double-opt-in survey of 2,000 U.S. residents who have traveled either domestically or internationally at least three times per year. Respondents' ages varied from 18-85, with an average age of 45. 45% identified as female, 56% identified as male, and 1% identified as other.
Fair Use
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