What's happening:
Spring break is on the horizon, but not everyone is packing their bags this year. While some travelers are holding back due to budget concerns and rising costs, most intend to spend more this season—not just because travel is more expensive, but because they’re prioritizing bigger trips and more premium destinations. For these travelers, vacations are less about affordability and more about making the most of their time away, even if it means cutting back in other areas. This shift highlights a continued emphasis on experiences, with consumers willing to spend when the value feels justified.
What we found:
- Less than half (45%) of respondents plan to travel this spring.
- 20% of those staying home this year are people who typically travel during the spring season, citing budgetary concerns and rising travel costs (47%) as the biggest reason for forgoing a trip this year.
- Those who are taking spring break trips are expecting to spend more than they have in years past (58%).
Why it matters:
With fewer people traveling overall, brands in the travel space will need to compete for a smaller but high-intent audience. Whether travelers are splurging on premium destinations or seeking value-driven experiences, the key will be meeting them where they are with options that maximize their investment. Luxury and premium experiences will resonate with those prioritizing travel, while value-driven messaging can appeal to those still on the fence. Outside of travel, brands in other industries may benefit from consumers reallocating budgets—whether that’s spending more on home entertainment, dining, or other experiences to make up for a missed trip. Understanding where consumers are shifting their discretionary spending will be key to capturing attention this season.
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