But inflation is preventing hotels and other travel-related businesses from reaching full potential

WASHINGTON (Jan. 31, 2024) – 72% of Americans say they plan to either maintain or increase their number of hotel stays in 2024 compared to 2023, and hotels remain the top lodging choice for likely travelers, according to a survey commissioned by the American Hotel & Lodging Association and conducted by Morning Consult.

The survey found that most Americans (53%) plan to travel overnight for leisure during the next four months, and 32% plan to travel overnight for business. Hotels remain the most popular lodging choice for likely travelers, including 71% of likely business travelers and 50% of likely leisure travelers.

Despite the positive outlook for hoteliers, the survey also showed that inflation is preventing hotels and other travel-related businesses from reaching their full potential. It found that over the next four months:

  • •  56% of respondents said they are less likely to stay in a hotel because of inflation
  • •  53% said they are less likely to travel overnight because of inflation
  • •  48% said they are less likely to travel by airplane because of inflation
  • •  44% said they are less likely to rent a car because of inflation

The poll surveyed 2,202 U.S. adults from January 6-7, 2024. Other key findings include:

  • •  51% of respondents said they are likely to travel overnight for a family trip in the next four months, 39% of whom said they would likely stay in a hotel.
  • •  38% said they are likely to travel overnight for a romantic getaway in the next four months, 60% of whom said they would likely stay in a hotel.
  • •  32% said they are likely to travel overnight for Spring Break, 45% of whom said they would likely stay in a hotel.
  • •  35% of those surveyed ranked high-speed Wi-Fi as the top technological amenity they consider when evaluating hotels.
  • •  14% of those surveyed ranked keyless entry or mobile check-in as the top technological amenity they consider when evaluating hotels.

“These survey results underscore the tremendous potential 2024 holds for hoteliers and hotel employees,” said AHLA President & CEO Chip Rogers. “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.”

View an overview of the poll results here. To schedule an interview with an AHLA representative regarding 2024 travel and hotel stays, email media@ahla.com.

Morning Consult Survey Methodology

This poll was conducted between January 6-7, 2024, among a sample of 2,202 adults. The interviews were conducted online, and the data were weighted to approximate a target sample of adults based on age, gender, race, educational attainment, region, gender by age, and race by educational attainment. Results from the full survey have a margin of error of plus or minus 2 percentage points.

About AHLA

The American Hotel & Lodging Association (AHLA) is the largest hotel association in America, representing more than 30,000 members from all segments of the industry nationwide – including iconic global brands, 80% of all franchised hotels, and the 16 largest hotel companies in the U.S. Headquartered in Washington, D.C., AHLA focuses on strategic advocacy, communications support, and workforce development programs to move the industry forward. Learn more at www.ahla.com.

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