APPROXIMATELY 72 PERCENT of Americans are set to either maintain or increase their hotel stays in 2024 compared to 2023, according to a recent survey by American Hotel & Lodging Association. Over the next four months, around 53 percent plan overnight leisure travel, and 32 percent anticipate overnight business travel. Moreover, hotels continue to be the preferred lodging choice, with 71 percent of likely business travelers and 50 percent of likely leisure travelers favoring them.
Despite a positive outlook for hoteliers, the survey, commissioned by AHLA and conducted by Morning Consult, found that inflation is preventing hotels and other travel-related businesses from reaching their full potential.
Americans favor hotel stays
Approximately 51 percent of respondents plan overnight travel for a family trip in the next four months, with 39 percent expressing a likelihood to stay in a hotel, the survey said. For a romantic getaway, around 38 percent are likely to travel overnight, of which 60 percent anticipate staying in a hotel.
Around 32 percent plan overnight travel for Spring Break, with 45 percent indicating a likelihood of staying in a hotel, it added. Of those surveyed, 35 percent prioritize high-speed WiFi as their top technological amenity when evaluating hotels, while 14 percent consider keyless entry or mobile check-in in the same regard. The poll surveyed 2,202 U.S. adults from Jan. 6-7.
“These survey results underscore the tremendous potential 2024 holds for hoteliers and hotel employees,” said Chip Rogers, AHLA president and CEO. “The year ahead will not be without challenges, however, and these findings show that inflation is preventing hotels from reaching their full potential. Still, hoteliers are optimistic about the year ahead and excited continue providing excellent services for guests throughout 2024.”
Over the next four months, 56 percent of respondents are less likely to choose hotels due to inflation, the AHLA survey revealed. Similarly, 53 percent express reduced willingness to engage in overnight travel, while 48 percent are less inclined to opt for air travel, and 44 percent are disinclined to rent a car, all citing inflation as a contributing factor.
A recent IHG Hotels & Resorts survey revealed that about 71 percent of U.S. travelers desire a vacation focused on relaxation after family gatherings. Moreover, 55 percent of respondents, avoiding stays with friends and relatives, prefer hotels.