Industry Insights

MMGY Global Launches the 2018–2019 Portrait of American Travelers Study

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Now in its 28th year, MMGY Global’s Portrait of American Travelers® is the most insightful and actionable survey of the vacation habits, preferences and intentions of Americans. Each year, the survey includes over 2,000 variables that impact both the demand for and selection of travel services and destinations. Analysis of the data in the study reveals travelers’ perceptions of travel, provides insights into planning priorities and identifies future trends that will impact our sector in the future.

A few highlights from this year’s study include:

  • Travelers intend to spend the same amount on vacations in 2018 as they did in 2017 – an average of approximately $4,300 per household
  • Millennial families remain the most promising life stage of that generation and intend to spend 15 percent more in travel in 2018 ($4,577 household average) than they did in 2017 ($4,099 household average)
  • Being motivated to vacation in order to experience new cuisines has grown from 51 percent of travelers in 2014 to 70 percent in 2018