Cultural experiences: here’s what american travellers look for

The 2020 Portrait of American International Travelers Survey describes the motivations and future travel intentions of affluent American travellers. The survey announces a promising 2020 with 37% of American international travellers aspiring to travel more than 2019. The top motives for travel are: 

  • experience different cultures (92%) 
  • exploration and adventure (89%) 
  • experience new cuisines (83%) 

The 87% of those polled state that they prefer to focus on making memories over acquiring more things, as confirmed by Skyscanner which registers a propensity for quality over quantity trips on the part of American travellers, 69% of which say they will opt for more meaningful experiences. 

Emerging destinations are part of the travel choices of 41% of the interviewed, although Europe remains the top favorite destination (72%). Cultural approach is another important element of choice for American international travellers, as highlighted by TravelhorizonsTM Report by MMGY Global. 

The affluent Millennials segment is the most likely to choose group tours as well as the one that is most likely to use a travel agent to book its vacation: 59% of those polled say they used this figure in the last 12 months.  

 At Twissen we have observed that American travellers are increasingly seeking for memorable cultural experiences for whatever destination they choose, whether it is an iconic one or emerging one, getting themselves more and more inspired by social media. In addition, as we reported in the past, Millennials are likely to rely on travel agents when planning their vacation