5 key findings on how American travelers shop and book air

Nearly two thirds (65%) of travelers took a flight in the past 12 months, down only slightly from the prior year (68%). Phocuswright’s recently published report U.S Consumer Travel 2024: Air provides a range of data and analysis on the American consumer’s air travel behaviors and preferences, and what these trends look like over time.

Here are 5 key findings that you should know about how travelers are shopping and booking air travel in the U.S.:

1. Nearly two thirds (65%) of travelers took a flight in the past 12 months, down only slightly from the prior year (68%).
2. Airline prices do not play a role in destination selection for most travelers.
3. There is opportunity for airlines to use social to reach travelers during their planning phase. Nearly half of travelers used social when deciding on their transportation needs. However, there are significant differences among the age cohorts. 18-34 year-old travelers were much more likely than those 55+ to use social when researching how to reach their destination.
4. Booking flights through direct channels has a slight edge over indirect. This is primarily driven by the older travelers who prefer to book direct online. Travelers under 55 are significantly more likely to book through OTAs.
5. Cost concerns may be causing travelers to reconsider air travel in the next 12 months.

To qualify for participation in the study, respondents had to indicate having taken at least one overnight leisure trip in the past 12 months of at least 75 miles from home. An additional screener required consumers to have played an active role in planning and booking their leisure trips. Respondents who qualified are referred to as “travelers.”

All references to travel in 2023/24 relate to the 12 months ending July 2024.

Phocuswright’s U.S Consumer Travel 2024: Air provides a snapshot of American travelers’ recent behavior and sentiment regarding air travel. Based on a comprehensive survey of United States leisure travelers, this report provides a range of data and analysis on the American consumer’s air travel behaviors and preferences, and what these trends look like over time.

Key research questions addressed by this research include:

• What role does social media play on transportation to destination decisions?
• What are the booking channel differences by age?
• How are air loyalty programs performing and influencing consumer choices?
• How do travelers feel about air travel in the near future?

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