By
Alex Smith |
American travellers are now valuing who they travel with more highly than their destination, according to a social listening study led by the University of Florida’s Agency at UF in partnership with Carnival Cruise Line.
The study analysed 21.3 million uses of key travel terms online, finding that one in five mentions of a summer holiday included a reference to doing activities together and spending lime with loved ones such as family members, significant others, or friends.
“What we perceived anecdotally has been confirmed by a dive into the language that Americans are using around travel,” said Dr Rachel Fu, director of the Eric Friedheim Tourism Institute, and chair of the department of tourism, hospitality and event management at the University of Florida. “Americans’ ideal destination for summer travel can now best be summed up as ‘anywhere and everywhere,’ with few expressing enthusiasm for specific locations, and instead committing to bringing besties, significant others and family along.”
About one in 10 mentions of a holiday include references to a tropical, sunny or beach location, but specific destinations were rarely mentioned. However, discussions indicated a desire for leaving home, with a 41 per cent reduction in the use of the term ‘staycation’ compared to 2021.
Confidence in travel has increased 58 per cent since January according to the study, and around 63 per cent of mentions expressed optimism for travel arrangements in 2022.
“Bringing loved ones together for a fun-filled, stress-free vacation is what we do, so we are happy to find that today’s traveller is craving just that,” said Christine Duffy, president of Carnival Cruise Line. “From bucket list vacations and long weekend getaways to milestone celebrations and multi-generational reunions, our cruises are about creating memorable vacations together. We are as eager to continue welcoming our guests back onboard throughout the summer as they are to sail.”