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Americans go for “justi-vacations” despite budget constraints

Kanchan Nath

- July 18, 2024

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Confidence in taking an annual vacation has never been higher as new consumer data illustrates Americans’ desperation to find ways to travel, as revealed by Allianz Partners USA’s 16th Annual Vacation Confidence Index.

The travel insurance and assistance company’s latest survey found that 68% of Americans are confident in taking a vacation sometime in 2024, marking the highest point since research began in 2009.

When it comes to commitment to getting away, younger travelers ages 18-34 (71%) continue to express the highest confidence in taking an annual vacation. Keeping up with GenZ and Millennials, 35–54-year-old travelers show more confidence this year at 70% (up two points since last year), while 55+-year-olds are now 65% confident (up six points since last year) they will take a vacation sometime in 2024.

With annual confidence at a record high, a growing proportion (73%) say they are in desperate need of a vacation (up two points from last year). With wanderlust surging, it’s no surprise that while half (47%) of Americans flagged that they can’t really afford a vacation this year, 49% shared that they are likely to travel anyway, sparking a new travel trend that rationalizes their actions: the justified vacation or “justi-vacation,” when someone takes a vacation despite not being able to afford the expenses that come with traveling.

While it may be a budget stretcher, 27% of Americans said they are investing more in luxury travel experiences this year, demonstrating a penchant for splurges like business class tickets and higher end hotels.

In other survey firsts, the percentage of Americans who said they think taking a vacation is important but are not confident they’ll take one this year dipped to its lowest point. Just 15% of Americans are experiencing a vacation deficit, reaching an all-time low (down three points from the previous lowest point in 2012). Committed to finding ways to take a vacation despite the financial constraints, of the 73% who shared they are desperate for a vacation, more than half plan on scaling back their travels due to inflation (57%).

Looking at the last time Americans took a vacation, 63% have taken one in the last year (up one point from 2023), putting those hard-earned PTO days to use. With travel top of mind, 22% of Americans also noted that they took a vacation within the past three months. Younger travelers ages 18–34 comprise a quarter (25%) of this first-to-travel group, holding onto the throne. Not far behind, 35–54-year-olds (24%) and 55+ (18%) age groups also have planned some R&R away from home.

Of the 75% of Americans who consider an annual vacation important, also a survey milestone, 27% took a vacation within the past 3 months, further highlighting Americans’ dedication to vacationing. In terms of the importance they place on taking an annual vacation, 35–54-year-olds lead the way at 81%, followed by 18-34-year-olds (77%) and those in the 55+ bracket (69%).

“This year’s Vacation Confidence Index proves that Americans are in fact prioritizing their travel plans in 2024,” said Daniel Durazo, director of external communications at Allianz Partners USA. “Despite citing financial constraints and other external factors, Americans are even more determined to travel to their destination of choice. If you’re planning a getaway this year, we recommend adding a travel insurance plan to your packing list. Whether it’s a flight delay or lost luggage, a travel insurance policy may reimburse you for covered losses associated with a covered travel delay or baggage loss that could otherwise spoil a cherished trip.”

The Vacation Confidence Index has been conducted each summer since 2009 by national polling firm Ipsos Public Affairs on behalf of Allianz Partners USA. A vacation is defined as a leisure trip of at least one week to a place that is 100 miles or more from home.

Allianz Partners offers travel insurance through most major U.S. airlines, leading travel agents, online travel agencies, hotel companies, cruise lines and directly to consumers.

 

 

 

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Americans go for “justi-vacations” despite budget constraints

Kanchan Nath

- July 18, 2024

May we all strive to emulate her virtues and remember that true wealth lies in the depth of our character, the sincerity of our actions, and the impact we have on those around us.”

Stay riveted for our next gala event, The Brand Travel Daily Media Travel Excellence Awards that recognizes and celebrates the outstanding achievements of companies and individuals in the travel, airline, and hospitality industry. They are scheduled to take place in 11 October, 2024

For inquires, to attend or sponsor next awards, kindly email here: Gary@traveldailymedia.com

If you know of any female leaders or up and coming superstars in the Travel and Hospitality industry you would like to nominate, please visit our page and complete a nomination form!
The prestigious IWTA Awards 2024 Award Winners are listed below:

content studio box

…there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you design and create an advertising campaign.

We can also organise a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

x Studio

Connect with your clients by working with our in-house brand studio, using our expertise and media reach to help you create and craft your message in video and podcast, native content and whitepapers, webinars and event formats
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