Travelers would give up Facebook and Twitter for a month in order to travel. Perhaps the most striking of the findings of the survey conducted by American Express and just recently released is that which tells us that 64 percent of respondents miss traveling so much that they’re willing to give up social media for a month. This is just one of many findings derived from sample of 1,000 travelers in Australia, Canada, India, Japan, Mexico and the UK.¹
“Our latest global trends report shows that there is a pent-up demand for travel among consumers, with many people longing for and beginning to plan future trips,” said Audrey Hendley, president of American Express Travel. “In addition, the pandemic environment is giving rise to emerging trends, such as the increasing appeal of working from anywhere while traveling globally, luxury being defined as more personalized experiences, cleanliness and privacy as the ultimate luxury amenities, as well as a growing interest in the environmental and social purpose of their trips and travel companies.”
Key Takeaways from the survey results include the following:
1. Consumers Are Looking Forward to Traveling Again: People are finding hope and comfort in thinking about and even planning future trips:
—Travel to Uplift Health & Wellness: 78 percent of respondents indicate wanting to travel in 2021 to relieve the stresses from 2020.
—Planning and Paying for Future Travel: One in three say they will more frequently use travel credits or points to pay for all or part of a trip in 2021 than they did prior to the COVID-19 pandemic.
—Making Up for Missed Travel: 61 percent of survey respondents plan to spend more than they normally would on a trip in 2021 since they could not travel in 2020.
—Travel to Uplift Health & Wellness: 78 percent of respondents indicate wanting to travel in 2021 to relieve the stresses from 2020.
—Planning and Paying for Future Travel: One in three say they will more frequently use travel credits or points to pay for all or part of a trip in 2021 than they did prior to the COVID-19 pandemic.
—Making Up for Missed Travel: 61 percent of survey respondents Consumers Willing to Make Sacrifices to Travel: 64 percent of respondents miss traveling so much that they would be willing to give up social media for a month to be able to go on vacation.
—Culinary Tourism is Here to Stay: 62 percent of respondents say that eating is the top activity they are interested in doing while traveling, and American Express Travel booking data for January 2021 shows foodie centric cities as top destinations for U.S. and International Card Members. Miami, San Francisco, Chicago and Houston are hot spots for U.S. American Express Card Members² whereas Mexico City, Singapore and Tokyo are topping the list for International American Express Card Members³.
2. The New Travel Mindset: With regular changes to booking policies, travel offers, and new destinations to consider, there is a new travel mindset today. —
—Luxury Travel: The pandemic has changed peoples’ perception of luxury travel with personalized experiences (82 percent), high cleanliness standards (81 percent) and privacy (79 percent) being the most desirable luxury amenities among respondents1. 59 percent indicate that they want to use a travel agent to help plan and customize their next trip and 80 percent indicate they are willing to travel to destinations during the offseason so that it’s less crowded.
—Surge in ‘Second-City’ Destinations: 69 percent of respondents are interested in visiting lesser-known destinations and American Express Travel booking data reinforces this trend, showing a rise in reservations for second-city destinations. For example, Dallas and Charlotte saw a higher share of bookings from international card members in January 2021 than the previous year4 and American Express Travel consultants are seeing requests for smaller cities like Porto (instead of Lisbon) in Portugal, and Wellington (instead of Auckland) in New Zealand.
3. Traveling with Purpose:
Consumers are becoming more conscious travelers, are more aware of travel companies aligned with their values and will journey to destinations where they can have a positive impact on communities.
—Backing Local Communities: 72 percent of respondents agree that they are passionate about traveling to destinations to help boost tourism revenue and the local economy1.
—Supporting Travel Brands that Prioritize Diversity & Inclusion: 69 percent of respondents agree that they want to choose an airline/hotel that values diversity and inclusion, and whose employees reflect a diverse customer base.
—Carbon Conscious Travelers: 60 percent of respondents agree they want to book airlines that have a carbon neutral commitment.
American Express Travel: Global Travel Trends Report Methodology
1 This Amex Trendex online poll was conducted by Morning Consult between January 15-24, 2021 among a national sample of 1,000 travelers in Australia, Canada, India, Japan, Mexico and the U.K., and 2,000 in the U.S. $70k+ USD household income (HHI) equivalent in Australia, Canada, Japan, the U.K. and the U.S., $50k+ USD equivalent HHI in Mexico, and $20k+ USD equivalent household income in India. Travelers defined as adults who traveled by air at least once in 2019. Results have a margin of error of plus or minus 2 percentage points in the U.S.; plus or minus 3 percentage points in the other countries.
2 Based on U.S. card member flight and hotel bookings made through American Express Travel in January 2021
3 Based on international card member flight and hotel bookings made through American Express Travel in January 2021
4Based on international card member hotel and air bookings made through American Express Travel in January 2021 compared to January 2020.
(Visit here for additional findings and more information on the American Express Travel: Global Travel Trends Report)
