Study: Understanding the American International Traveler: Demographics, Behavior, and Preferences

According to a recent study titled “The State of the American International Traveler,” American international travelers are a significant market segment due to their commitment to travel and positive travel sentiment. This group is characterized by their pursuit of new experiences and cultural understanding.

The study defines an American international traveler as an adult who has made at least one trip within 50 miles from home in the past year and plans to travel outside the United States for leisure in the coming year. Key demographic data reveals that 55.9% are male, 44.1% are female, and the majority fall within the Boomer+ (30.1%), Gen X (27.3%), and Millennial (31.8%) generations. Additionally, 62.7% are married, 69.3% are fully employed, and the average household income is $142,145.

These travelers display an optimistic outlook toward their financial future, with 55.7% feeling financially optimistic. This optimism leads to a high prioritization of leisure travel in their budgets, with 81.3% considering it a top priority. Their proactive approach to travel planning is apparent as nearly 60% have recently researched travel online, and 33.1% have made travel reservations in the past week.

Their travel motivations and preferences are shaped by their passion for food, wellness, history, wine, and art museums. They prioritize exploring new places, especially those where they can enjoy nature and feel excitement. Interacting with local people and dining at local restaurants significantly influence their trip decisions. Additionally, they are inclined to adjust their travel plans for better deals. Their preferred destinations include cities and beaches, and they are more likely than other travelers to opt for cruises and luxury travel experiences.
Looking forward, American international travelers are likely to continue choosing international destinations, with over 80% planning to do so in the next 12 months. The top five desired destinations include Italy, Canada, Mexico, the United Kingdom, and Japan.

Regarding media consumption, this group utilizes traditional digital resources like search engines and email campaigns for travel inspiration. They are also more likely to use Instagram, streaming services, and travel podcasts. About half have used online video for travel planning in the past year, and nearly a third have consulted a travel advisor. Travel reward programs play a crucial role in their travel planning, with over 80% using airline and hotel rewards programs and more than 60% using credit card points to purchase travel in the past year.

The study, conducted by Future Partners, surveyed over 4,000 adult American travelers and included self-moderated video interviews with ten participants. The data was collected until August 25, 2024, with a confidence interval of +/—1.6%.