Skift Take

In its third year, Skift Research’s U.S. Experiential Traveler Survey shows us how the modern American traveler has changed and remained constant, revealing important information for travel industry insiders looking to appeal to this market.

In our constantly changing world and the ever-evolving travel industry, it is crucial to keep tabs on the attitudes, values, and behaviors of travelers. Skift Research is committed to monitoring how these traits are changing over time through annual surveys of different groups of travelers. Our most recent report shares the results of our U.S. Experiential Traveler Survey 2019 and provides a deep dive into the mind of the modern American traveler.

In this data-heavy report, featuring results from the third iteration of the survey, we focus on year-over-year comparisons to showcase the new trends for the year as well as those that have remained stable. We begin by identifying the areas that show the biggest changes in the past three years. We then share the rest of the results from the survey alongside the previous years’ data to provide a detailed picture of the modern U.S. traveler.
Last week, we published our latest report, U.S. Experiential Traveler Trends 2019: Annual Survey on Traveler Behavior, Motivations, and Preferences.

Below, we share a snippet of the new trends for 2019 covered in the report. Get the full report here to stay ahead of these trends.

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In 2019, there is an increased preference among U.S. travelers for hyper-local, unique, and transformative experiences. Travelers are specifically looking for experiences that will change their world perspective.

We also see the rising popularity of Airbnb among U.S. travelers. Not only have more respondents stayed at an Airbnb, but more than half now say they’re likely to stay at one in the next year, a much larger share than the 39% who said so in 2018.


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This is the latest in a series of research reports aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. Over 200 hours of desk research, data collection, and/or analysis goes into each report.

After you subscribe, you will gain access to our entire vault of reports, analyst sessions, and data sheets conducted on topics ranging from technology to marketing strategy to deep-dives on key travel brands. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.

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Tags: airbnb, consumer insights, hotels, skift research, survey

Photo credit: "Experiential travel" is always changing. Pictured, a woman rides a motorcycle through a scenic destination. Bruce Mars / Pexels

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