The State of the American Traveler

Here we are in October 2020, and the novel coronavirus is still wreaking havoc on our health and economies.

As consumer aspiration and demand for travel continues to express itself, there is clearly growing optimism around leisure travel.

More Americans than ever during the pandemic period are recalling travel advertising and saying these ads are making them very happy—and seeing masked travelers in travel ads is a positive.

Despite growing pessimism and the President’s diagnosis, willingness to travel continues to improve, business travel resumption has increased and urban destinations appear poised for a comeback.

Although three-quarters (76.0%) of American travelers reported that the COVID-19 situation has affected their travels since the start of the pandemic, over one-tenth (12.1%) reported that they are already traveling according to our weekly Coronavirus Traveler Sentiment Index Study.

During Destination Analysts’ industry update webinar on September 29th, Destination DC’s Senior VP, Marketing & Communications, Robin McClain, interviewed an incredibly talented panel of Black travel content creators.

Although COVID-19 concerns are rising, nearly two-thirds of American travelers plan to take a trip this Fall, including some notable interest in workcations and schoolcations.

During our industry update webinar on October 13th, Destination Analysts’ Founder & Managing Director, Dave Bratton, moderated a panel of leisure travelers to gain insight on the types and aspects of destination advertising that motivate travel right now. From their…

As Americans’ daily stress levels have recently increased, there will be a greater prioritization of having new experiences, escaping boredom and simply finding joy.

Read below for how much Americans were traveling and to which destinations, with whom they were traveling, where they aspired to visit, and what resources they looked to for inspiration. You can find further benchmarks of travel sentiment in the…