American Express Travel Poll Reveals New Trends in Holiday Travel This Season

Results from an American Express Travel poll of 402 of their agents and representatives show that this year the week between Christmas and New Year's -- not Thanksgiving weekend -- will be the most popular time for holiday travel for their customers (according to 67% of agents). In fact, according to agents' rankings, that particular week was significantly more popular than the weeks between Thanksgiving and Christmas (27%), during Thanksgiving (18%), after the New Year (8%) and before Thanksgiving (4%). In addition to this shift in travel schedules, more than 50% of agents said that their customers are looking beyond their tried and true holiday destinations, seeking to go somewhere new every year, especially internationally.

Not only are travelers looking to indulge in new travel experiences, they are also treating themselves to an extra special holiday season this year with 76% of agents reporting that travelers are booking more luxury vacations this season than ever before. Sixty-eight percent of agents are seeing an increase in five-star hotel bookings and 54% are seeing an increase in first-class and business-class travel bookings. Agents revealed that luxury travel this holiday season has increased the most among couples (48%) and families (48%); followed by mature travelers (31%), and singles (10%).

"Holiday travel has evolved considerably from the local family gathering to new, exciting adventures as travelers seize the opportunity to create lasting holiday memories," said Audrey Hendley, vice president of marketing, American Express Travel. "Holiday vacations are among the most memorable and American Express Travel specialists work with our customers to create fabulous trips that they'll remember for years to come."

The poll also revealed that 24% of agents are booking more holiday travel overall this year than last, with the majority (43%) saying that holiday vacation budgets are exceeding $2,000 per person. Agents say that beach/resort, cruise, and ski/mountain vacations top the list as favorite getaways. Fifty-eight percent say that families with children are booking the most holiday travel this year, followed by couples (18%), and relatives traveling together (14%). The top reasons for taking a holiday vacation instead of staying home are that kids are off from school (48%), people are able to take time off (43%), a desire to relax and get away from it all (35%), an interest in experiencing a new culture or country (27%), and the desire to celebrate the season in a new way (26%).

As travelers seek to relax and enjoy the holidays far from the hustle and bustle, agents reveal that celebrating the spirit of the season is still important no matter where they are. Agents say that the top "things to do" while on a holiday vacation include: participating in resort-sponsored holiday-themed events and activities, enjoying gourmet holiday meals, and experiencing local holiday celebrations.

Top Holiday Vacation Destinations

The agents' insights into new and interesting holiday travel destinations and experiences are reflected in the American Express booking data, which outlines the top U.S. and international vacation destinations being booked by customers for the upcoming holiday season.

  Top 10 U.S. Destinations            Top 10 International Destinations



   Los Angeles                         St. Maarten

   Fort Lauderdale                     Montego Bay

   Kahului                             San Jose Del Cabo

   New York                            Paris

   Miami                               Cancun

   West Palm Beach                     San Juan

   Vail/Eagle                          Auckland

   Orlando                             Aruba

   Denver                              London

   Salt Lake City                      Sydney

Holiday Travelers Looking For Value

According to agents polled, top factors that consumers weigh when making holiday travel plans are: how well they suit their family's interests, discounts/deals, available amenities and upgrades, advice from travel agents, ability to redeem rewards points, and convenient/easy to get to.

For those seeking good value on their holiday vacations, the majority of travel agents polled agree there are a number of attractive deals available this holiday season including: all-inclusive vacations (53%), cruise vacations (47%), packages for families (44%), special rates and discounts for couples (22%), air and hotel deals (15%), and holiday-themed packages (14%).

About the Poll

Data on 2006 holiday travel trends was collected via an online poll of 402 American Express Travel agents and representatives across the U.S. The poll was fielded during late October and early November. All statistics reflect the percentages of agents polled.

Logos, product and company names mentioned are the property of their respective owners.

Reader Comments:

When do travelers book their Holiday travel? I would like to know if the study indicates when the majority of holiday travelers actually book their vacations. Bookings in general fall off at the end of summer and do not pick up again until after the holidays, so when are people booking for the holidays? 2006-11-17 Chuck Evans

 

Reply to or add comment

Tweet