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Holiday travel 2024: Ready for takeoff
As the holiday season approaches, consumer travel is holding steady, but our 2024 Holiday Outlook reveals some shifts in consumer preferences and behavior that may outlast typical New Year’s resolutions.
According to PwC’s 2024 Holiday Outlook Survey, travel trends this holiday season mirror those of last year, with a net 46% of consumers planning trips. This year, 43% are opting for destinations within the US (compared to 42% in 2023), and 8% are planning international travel (versus 7% in 2023).
Nearly three-quarters (73%) of travelers plan to drive — which may be encouraged by falling gasoline prices. More travelers (56% versus 45% in 2023) say they will stay with family or friends, while fewer (39% versus 46%) plan to book brand-name hotels. These travel choices may suggest that people are looking to save money, likely choosing cheaper options to keep their travel costs down while still enjoying their trips.
For many, the journey is as important as the destination, and travelers who are splurging want to be more than satisfied — they want to be swept away. That’s why providers should know what consumers care about and shape their offerings to help meet these ever-evolving expectations.
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How PwC can help
PwC's Consumer markets is a leading financial accounting, tax and advisory practice serving a broad spectrum of service, merchandising and manufacturing organizations. High-growth tech start-ups, food manufacturers, airlines, hotels and retail outlets are among countless organizations that rely on our integrated knowledge and tailored solutions to succeed nationally or globally.
At PwC, we understand the challenges and we see the opportunities—addressing change at the convergence of powerful industries is where we thrive. PwC’s multi-disciplinary, global team of consulting, tax and assurance professionals can help you turn innovation into practice and practice into growth.
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