After months of being cooped up inside, Americans plan to get out and hit the road in big numbers this summer, according to new research from the Out of Home Advertising Association of America (OAAA) and OnDevice Research.
Most Americans are hitting the road with 62% of vacationers planning to travel by car, a 72% increase from last summer.
Almost half (47%) of vacations will be in groups of three or more and for 72%, their group size will be the same or larger than last year. Top planned activities are: time with family and friends (36%); dining out (35%); visiting beach/lake (34%); shopping (30%); recreational activities (28%); and sightseeing (27%).
They want time away. Nearly two in three (65%) intend to travel for the same length of time or more than last year. Overall, 79% plan to travel more than 100 miles (roundtrip) with 54% planning to travel more than 400 miles (roundtrip). Younger adults ages 18 to 34, are planning to take the longest vacations and travel the farthest.
Despite economic turmoil over the past few months, 69% of all vacationers surveyed plan to spend the same or more than last year. One in four expect to spend more than $2,500 on their vacation.
“While consumers may be changing their vacation habits from years past, they’re still planning to travel,” says Anna Bager, president/CEO, OAAA. “This is great news for advertisers whether they’re local or national and for businesses that cater to summer travelers – including overnight accommodations, dining, shopping, fuel, recreation and tourism.”