Skift Take
In the wake of the pandemic, most Americans do not believe their dream vacations have become more achievable. Brands should take note of this sentiment as they compete in the travel market.
A survey by Skift Research found that 43% of U.S. travelers feel that their dream vacation is still as financially challenging to attain as it was in 2019.
An additional 19% stated that their dream trip was currently unaffordable, leading them to reconsider their plans.
Skift Research surveyed 1,001 Americans who had embarked on at least one long-distance, overnight trip in late 2023.
Inflation as a Factor
The increasing travel costs may be a contributing factor to why some Americans see their dream getaways as unachievable.
Throughout 2023, Skift Research conducted quarterly surveys with approximately 1,000 travelers each time, asking: “Are your vacation plans for 2023 affected by higher travel costs?”
Responses across all quarters indicated a consistent trend. About two-thirds of travelers believed that inflation was influencing their travel plans.
Skift Research’s quarterly U.S. Travel Tracker surveys are conducted online through a reputable third-party consumer panel provider.
