In-depth study by MMGY and USTOA examines North Americans’ influence on international travel while highlighting key regional differences
Kansas City, MO (Oct. 30, 2024) – Just days before a national election with global implications, North Americans are weighing in on another increasingly complex topic – traveling abroad. International marketing firm MMGY, in partnership with the United States Tour Operators Association (USTOA), revealed today the findings of the 2024 Portrait of American and Canadian International Travelers™ study. The survey reveals that, among those who plan to take at least one international vacation during the next two years, American travelers intend to spend an average of $11,906 on international travel annually while Canadians plan to spend approximately $8,222 annually.
“The Portrait of American and Canadian International Travelers™ study communicates a strong outlook for outbound travel and the rise of two distinct travel personalities, both eager to engage with new cultures,” said Simon Moriarty, Vice President of Research and Analytics at MMGY Travel Intelligence. “While Americans and Canadians share numerous similarities in their travel preferences and concerns, their differing spending habits, cultural motivations and sources of travel information highlight the unique characteristics of each group. Recognizing these differences can lead to more personalized and enriching travel experiences.”
Additional highlights and comparisons from the report follow.
- Safety and Experiences: When considering where to travel internationally, both Americans and Canadians strongly prioritize the safety of destinations, with Canadians placing slightly more emphasis on this. Both groups are highly motivated by experiencing different cultures and cuisines.
- Travel Style: Both groups prefer visiting multiple destinations rather than a single location during their trips. When selecting accommodations, traditional hotels are the most popular choice among both groups; however, Canadian travelers show a stronger preference for unique options like short-term vacation rentals and staying with friends or family while American travelers are slightly more likely to choose a resort or boutique hotel. Canadians also have a higher tendency to fly economy (73%) compared to Americans (51%), indicating differing attitudes toward travel spending.
- Responsible Travel: Sustainability influences travel decisions for both groups, with 69% of Americans and 61% of Canadians indicating familiarity with sustainable travel options. Younger generations in both regions are more inclined to prioritize sustainability, with Americans being more willing to pay an extra $100 on a flight to reduce their carbon footprint.
- Blended Travel Abroad: Both Americans (89%) and Canadians (78%) occasionally or frequently extend their business trips for leisure, indicating a continuation for the trend of blending work and travel. Local activities and cost of accommodations are key factors influencing this decision for both groups.
- Sources of Information: Both groups rely heavily on the advice of friends and family, travel review sites and destination websites when planning their international travels. Social media platforms continue to play a large role in decision-making. In fact, nearly 6 in 10 social media users from both countries indicate that they have selected a vacation destination based at least partially on what they have seen on social media.
Other topics from the August survey include findings on cruises, travel advisors, organized group tours and more. The report is a comprehensive examination of 3,075 adults living in the United States or Canada who have taken at least one vacation outside of North America or the Caribbean in the past three years and who expect to take at least one vacation outside of that region in the next 12 months. Approximately half of the respondents had a household income exceeding $100,000, with 7% earning more than $250,000.
The 2024 Portrait of American and Canadian International Travelers™ is now available for purchase or as part of an all-access subscription to MMGY’s new Intel Library. For more information about the report and to delve deeper into the findings, visit store.mmgyintel.com.
About MMGY Travel Intelligence
MMGY Travel Intelligence is MMGY’s data and insights division offering proprietary research, including Portrait of American Travelers® as well as DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM, which utilizes the largest continuous consumer travel database in the industry. Travel Intelligence’s services are designed to power travel industry decision-makers through consumer insights, travel performance data, and audience modeling and segmentation. To learn more about the extensive collection of research, analytics capabilities and strategy services, visit mmgyintel.com or email research@mmgyglobal.com.
