Who’s ready to unwind with some travel this spring? Based on the results of RetailMeNot’s 2024 Spring travel and spending survey, a whole bunch of people. We asked more than 1,000 U.S. consumers about their upcoming travel plans and the theme that rang out loud and clear was that it’s time to relax.
A formidable 64% of respondents say they plan on hitting the road – or taking to the skies – in March or April. That almost equals the number of would-be summer travelers as 70% say they intend to travel between May and August.
Clues to the Current Traveler’s Mindset
While 2023 may be remembered as a post-pandemic travel resurgence, 2024 looks poised to be more about unwinding and connecting with loved ones. More than 80% of our survey respondents said the #1 reason they will be traveling this spring and summer is to relax. That number more than doubled since last year’s survey. A top priority of roughly 80% of our travelers? To spend some quality time with friends and family.
Unsurprisingly, budget considerations will be top of mind for travelers. Many continue to feel an inflationary pinch, with more than half (54%) adjusting plans around inflation. Most people are prioritizing cost efficiency. In fact, 78% of our respondents cited traveling affordably as a top priority while 71% said they expect to find discounts on travel.
Those surveyed highlighted several key pain points they are bracing for as they plan their travel: leading the way were the cost of hotels or other lodgings (29%), airline tickets (17%), and food and beverage (15%).
In terms of how much spring travelers expect to spend, people predicted $1,769 on average while Q2 staycationers forecasted $906. Looking ahead to summer, those numbers rise to $1,884 for travelers and $952 for staycationers.
Travel Spending: Broad Ripples
Brands in traditional travel verticals are well aware of the need to grab consumer attention as spring arrives. An important reminder, though: vacation planning is far more than just booking travel and accommodations. It’s buying new clothes, replacing old luggage, and stocking up on toiletries. It’s buying new headphones, upgrading a smartphone, or perhaps splurging on a new digital camera.
Brands in these “travel-adjacent” industries will want to be aware of the opportunities presented here. Why? On average, our travelers said they expected their Q1 spend for upcoming transportation and lodging to be $1,069. But they also said they expect to spend an average of $605 on other items as they prepare to travel.
How can brands better serve this audience?
- Tailor some of your content to travelers. How about publishing an inspiring shopping guide that focuses on travel essentials?
- Extend some special dedicated offers around specific events. Why? Because 25% of our survey respondents said they will soon be traveling to attend a music festival or event.
- Be sure to leverage deals and cash-back offers. People never tire of these and, as mentioned earlier, this year’s travelers are planning around inflation while prioritizing affordability.
The Golden Ticket
Speaking of offers, RetailMeNot is back this year with our Spring Savecation event.
This annual happening is designed to help shoppers save money and get cash back on their upcoming vacations and packing lists. From March 4 to 10, travel planners will find deals on hotels, flights, packing essentials and more. Top retailers such as Expedia, Viator, Hotel.com, Macy’s, CVS, Sephora, and more are already confirmed to participate via special offers during the event.
Spring travel season can be a sort of golden ticket for travel brands and retailers. Now is the time to show up with relevant content and compelling deals that give travel planners cause for celebration and relief from concerns around affordability.
Cheers to a great spring for both you and your customers.
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