Dive Brief:
- Some 72% of Americans say that, when compared to 2023, they will either maintain or increase their number of hotel stays this year, according to a survey conducted by Morning Consult on behalf of the American Hotel & Lodging Association.
- More than half (53%) of Americans plan to travel overnight for leisure — and 32% for business — within the next four months, the survey found. Of those travelers, hotels remain the most popular lodging choice, with 71% of business travelers and 50% of leisure travelers saying they will likely choose them over other accommodations.
- Inflation, however, continues to be a drag on the hotel industry, with over half of the survey’s respondents saying it makes them less likely to stay in a hotel. AHLA President and CEO Chip Rogers said that though the survey results show “tremendous potential,” 2024 will “not be without challenges.”
Dive Insight:
Inflation will have more of an impact on hotel stays and overnight travel than flying and renting a car, but not by much, the report found. When asked about inflation’s impact on their travel plans, 53% of respondents said it means they are less likely to travel overnight, 48% said they are less likely to travel by airplane and 44% said they are less likely to rent a car.
“[T]hese findings show that inflation is preventing hotels from reaching their full potential,” said Rogers in a statement. “Still, hoteliers are optimistic about the year ahead and excited [to] continue providing excellent services for guests throughout 2024.”
The poll surveyed over 2,200 U.S. adults in early January. The survey also sought to determine which types of travelers were prioritizing hotels over other types of lodging.
Those who said they were most likely to stay in a hotel were 39% of respondents traveling overnight for a family trip, 60% of people traveling for a romantic getaway and 45% of respondents traveling overnight for spring break sometime over the next four months.
Meanwhile, just over one-third (35%) of respondents said high-speed Wi-Fi was the top technological amenity they consider when booking hotels, as compared to 14% of respondents who prioritize keyless entry or mobile check-in.
And only 4% of respondents said they prioritize access to electric vehicle charging stations, though hotel companies across the country are currently working to make the amenity more available.
A recent Deloitte survey found that while travel spending will persist this year, travelers are more likely to prioritize experiences over hotel class. Meanwhile, CBRE has predicted that group travelers and international visitors will bolster the U.S. hotel industry in 2024.
