The Adara Pulse Domestic and Outbound Travel Trends for The U.S. - Spring 2023
Here are six key findings that we came across.
According to Adara, destination organizations are the heartbeat of a destination. Here at Destinations International we all agree with that. One of the things we like about Adara is that they view themselves as partners in the industry and often share their data finding for no charge. This was particularly helpful during the pandemic. Recently, Adara shared their Pulse Spring 2023 Domestic and Outbound Travel Trends for The U.S.
1. A consistent rise in outbound international travel from the U.S., with bookings increasing 1.5x from January 2022 to January 2023.
- Special note – Despite inflation concerns at home, the relatively strong position of the U.S. dollar against currencies like the Euro makes international travel more lucrative. Not surprisingly, most of this travel demand from the U.S. is for European and Asian destinations.
2. A strong U.S. Dollar against international currencies, helping boost international travel for Americans.
- Special note - The proportion of novice travelers among all travelers rose dramatically in January 2023. This points out the fact that leisure travel is back. Young, first timers are ready to fly with more options available to them.
3. The top outbound markets include Japan and India, with the proportion of first-time and novice travelers rising dramatically in January 2023.
- Special note –With international hotel bookings to Japan and India growing to more than 2x in January 2023 compared to January 2022, Americans and the Asian diaspora in the U.S. are keen on traveling to these destinations.
4. A clear shift toward shorter trips, strongly resembling pre-pandemic travel patterns.
- The proportion of novice travelers among all travelers rose dramatically in January 2023. Young, first timers are ready to fly with more options available to them.
5. International leisure family travel reaches the pre-pandemic levels.
- The driver for rising leisure travel demand has been the pent-up demand for immersive experiences and indulgence in new and sustainable ways.
6. Hotel rooms see a healthy increase in average daily rate (ADR). More than a quarter of bookings made are higher than $200 per night.
- This is propelled by 1) the demand for better more, luxurious stays and 2) current inflation levels in the U.S.
There is more information in the report so we encourage you to check it out here. Make sure to review the 10 graphs throughout the report and the view forward on page 12.
About The Author
As Chief Advocacy Officer, Jack Johnson manages the overall public policy operations at Destinations International including member advocacy education and training, development of destination tools and best practices, coalition work with peer organizations, industry research and related public affairs activities. He also oversees the board governance, the Destination Management Accreditation Program (DMAP) and the DestinationNEXT (Assessments and Planning) Program.
Johnson brings unrivaled experience developing innovative strategies, policy solutions and civic consensus for government, not-for-profits and small businesses. Johnson has received numerous accolades including being named as one of Successful Meetings’ 25 Most Influential People in the Meetings Industry in 2018 for his work on opposing travel boycotts and bans. Currently, his work around positioning destination organizations as a shared value in each of their communities and speaking with a new lexicon based on the emotion-driven by those values has made him one of the leading voices of the travel industry.
During his previous tenure with Choose Chicago, Johnson played a leading role in the extensive reforms of the McCormick Place Convention Center and the Chicago Convention & Tourism Bureau, resulting in a new convention center operating model with both a travel industry and a citywide civic perspective. Johnson was integrally involved in the merger of the Chicago Convention & Tourism Bureau and the Chicago Office of Tourism, resulting in maximizing their resources, unifying the message and embedding the organization into the city’s economic development strategy.