Take a look at current motivators for leisure travel as well as priorities of American travelers when it comes to cultural travel both domestic and international.  Two key insights from the latest research conducted by Longwoods International on American traveler resident sentiment are:  

1. 88% of American travelers indicate they have plans to travel within the next six months, which marks a decrease from this past fall and the same period last year (93%, Feb. 2024). While this is a high level of intent to travel, could this be an early sign of a potential softening? 

2. Having fun (20%) and rest + relaxation (20%) remain as the top motivators for leisure travel. Seeking new experiences (16%) and spending time with friends and relatives (14%) also ranked high.

For marketers, this means that words that begin with “re” (relax, rejuvenate, relationships, rekindle, reinvigorate, reunite, rediscover, etc.…) still hold a lot of power in messaging aimed at leisure travelers.