New Survey Reveals American and Canadian Travelers Prioritize Cultural Exploration, Personal Safety, and Multi-Destination Journeys

• The 2024 Portrait of American and Canadian International Travelers study reveals that cultural experiences, safety, and multi-destination trips are top priorities for North American travelers.
• Distinct travel personalities emerge between American and Canadian travelers, with differing spending habits, travel preferences, and sources of travel information.

A recent study by international marketing firm MMGY and the United States Tour Operators Association (USTOA) has revealed fascinating insights into North American travel habits. The study, known as the 2024 Portrait of American and Canadian International Travelers, found that both American and Canadian travelers prioritize cultural experiences, personal safety, and multi-destination journeys for their international travel plans.

The study also revealed that American travelers plan to spend an average of $11,906 annually on international travel, while Canadians are estimated to pay roughly $8,222.

Interestingly, the study unearthed distinct travel personalities between American and Canadian travelers. While both groups value safety and cultural experiences, their spending habits, travel preferences, and sources of travel information vary. Americans, for instance, are more likely to choose a resort or boutique hotel and are more willing to pay extra for a flight to reduce their carbon footprint. On the other hand, Canadians show a stronger preference for unique accommodation options like short-term vacation rentals and are more likely to fly economy.

Both groups also showed a trend towards responsible travel, with 69% of Americans and 61% of Canadians indicating familiarity with sustainable travel options. Furthermore, blending work and leisure trips is widespread, with 89% of Americans and 78% of Canadians occasionally or frequently extending their business trips for leisure.

Both groups rely heavily on friends and family, travel review sites, and destination websites when planning their international travels. Social media platforms also play a significant role, with nearly 60% of users from both countries indicating that social media has influenced their vacation destination choices.

For more information about the report and to delve deeper into the findings, visit MMGY.