WASHINGTON—Seventy-two percent of U.S. travelers say they plan to either maintain or increase their number of hotel stays in 2024 compared to 2023, and hotels remain the top lodging choice for likely travelers, according to a survey commissioned by the American Hotel & Lodging Association and conducted by Morning Consult.
The survey found that most U.S. travelers (53 percent) plan to take overnight trips for leisure during the next four months, and 32 percent plan to travel overnight for business. Hotels remain the most popular lodging choice for likely travelers, including 71 percent of likely business travelers and 50 percent of likely leisure travelers.
Despite the positive outlook for hoteliers, the survey also showed that inflation is preventing hotels and other travel-related businesses from reaching their full potential. It found that over the next four months:
- Fifty-six percent of respondents said they are less likely to stay in a hotel because of inflation
- Fifth-three percent said they are less likely to travel overnight because of inflation
- Forty-eight percent said they are less likely to travel by airplane because of inflation
- Forty-four percent said they are less likely to rent a car because of inflation
The poll surveyed 2,202 U.S. adults from Jan. 6-7, 2024. Other key findings include:
- Fifty-one percent of respondents said they are likely to travel overnight for a family trip in the next four months, 39 percent of whom said they would likely stay in a hotel.
- Thirty-eight percent said they are likely to travel overnight for a romantic getaway in the next four months, 60 percent of whom said they would likely stay in a hotel.
- Thirty-two percent said they are likely to travel overnight for Spring Break, 45 percent of whom said they would likely stay in a hotel.
- Thirty-five percent of those surveyed ranked high-speed WiFi as the top technological amenity they consider when evaluating hotels.
- Fourteen percent of those surveyed ranked keyless entry or mobile check-in as the top technological amenity they consider when evaluating hotels.
“These survey results underscore the tremendous potential 2024 holds for hoteliers and hotel employees,” said AHLA President and CEO Chip Rogers. “The year ahead will not be without challenges, however, and these findings show that inflation is preventing hotels from reaching their full potential. Still, hoteliers are optimistic about the year ahead and excited to continue providing excellent services for guests throughout 2024.”
