With summer fast approaching – yes, it officially started on June 21st – Americans once again will be vacationing in record numbers. Recent forecasts estimate that over 246 million passengers will fly domestically between June and August (which averages to over 2.5 million per day).
Flying of course is not the only travel option – with road trips being a normal part of the American genre. In fact, according to recent research from GfK Consumer Life, 67% of US leisure travelers have done so in a vehicle (vs. 54% traveling by plane).
As more consumers look to travel, services such as Airbnb and Couchsurfing have become more popular – allowing many travelers to specifically land on what type of vacation they truly want. Here are three current travel trends that brands can leverage to further attract the traveler target.
Surprise destinations
Six in ten Americans now feel “the places where you spend your vacations” is an expression of themselves. This is now ahead of “the home you live in”, which has historically been on top when comparing both attributes (though consumers, led by Millennials are moving away from placing importance on the home).
According to Airbnb’s own travel data, top destinations within the US are still considered mainstays (i.e. ‘tourist-y’) – places like New York City, Orlando, etc. However when looking at top trending destinations – those that have increased the most on searches and bookings from 2017 to 2018 – a different picture emerges. Middle American cities such as Indianapolis, Minneapolis, and Columbus, OH move towards the top of the list – one can assume that travelers are undoubtedly looking for a different experience in these places. The psyche of ‘been there, done that’ and/or ‘taking it slow’ could definitely be emerging among consumers. In addition, the ‘value for dollars’ equation probably gets solved

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