Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Number of road trips in the past two years, February 2021
- Road trips follow travel market trends
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- Figure 2: Characteristics of a road trip, February 2021
- Target audience: dad remains king of the road
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- Figure 3: Heavy road tripper demographics, February 2021
- Impact of COVID-19 on road trips
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- Figure 4: Short-, medium- and long-term impact of COVID-19 on travel and road trips, March 2021
- Road trips haven’t been spared the pandemic’s effects
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- Figure 5: Road trip planning and timing of last road trip, February 2021
- Opportunities
- Road trippers have motivations beyond seeing friends and family
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- Figure 6: Reasons for taking last road trip, February 2021
- There’s room for loyalty among road trippers
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- Figure 7: Road trips and loyalty, by HHI, by age, February 2021
- Authenticity resonates with road travelers
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- Figure 8: Road trip enjoyment attitudes, February 2021
- Challenges
- Choices are often set before the garage door closes
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- Figure 9: Road trip planning, February 2021
- Younger consumers have more affinity for air travel than others
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- Figure 10: Road trip vs air travel descriptions, by age group, February 2021
- People are torn about travel during the pandemic
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- Figure 11: Attitudes toward road trip travel during the pandemic, February 2021
- What it means
The Market – Key Takeaways
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- People want to hit the road
- Road trips haven’t been untouched by COVID-19
- Economic factors are favorable for travel’s return
Road Trip Market
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- Road trips are a popular type of vacation
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- Figure 12: Number of road trips in the past two years, February 2021
- The typical road trip
- Destination is relatively close, and trip length is less than a week
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- Figure 13: Characteristics of a road trip, February 2021
- Youthful endurance makes for longer journeys
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- Figure 14: Miles traveled on last road trip, by age group, February 2021
- Demographic profile of road trippers
- Light road trippers (30%)
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- Figure 15: Light road tripper demographics, February 2021
- Medium road trippers (26%)
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- Figure 16: Medium road tripper demographics, February 2021
- Heavy road trippers (22%)
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- Figure 17: Heavy road tripper demographics, February 2021
- Non-road trippers (22%)
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- Figure 18: Non-road tripper demographics, February 2021
Impact of COVID-19 on Road Trips
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- Figure 19: Short-, medium- and long-term impact of COVID-19 on travel and road trips, March 2021
- Immediate Impacts
- Short term
- Recovery
- Effect of COVID-19 on road trips
- Road trips attract travelers, but are still constrained in a declining market
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- Figure 20: Timing of last road trip, February 2021
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- Figure 21: Road trip planning, by timing of last road trip, February 2021
- Road trips have temporarily become more of a high-income activity
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- Figure 22: Timing of most recent road trip, by HHI, February 2021
- COVID-19 has reduced length of road trips
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- Figure 23: Length of most recent road trip, by trip timing, February 2021
- Road trips likely to remain popular as worry about COVID-19 persists
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- Figure 24: Worry about COVID-19 exposure, by age group, January 28-February 10, 2021
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- Figure 25: Worry about COVID-19 exposure, by race and Hispanic origin, January 28-February 10, 2021
- Vaccine prognosis good, but optimism waning
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- Figure 26: Current perspectives on coronavirus, December 2020-February 2021
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Market Factors
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- CDC lifts some requirements, but travel still discouraged
- TSA throughput is starting to improve
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- Figure 27: Monday TSA checkpoint throughput, 2020-21
- Road traffic has yet to return to pre-pandemic levels
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- Figure 28: Vehicle miles traveled, seasonally adjusted, in millions, 2010-21
- Unemployment is slowly improving
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- Figure 29: Unemployment and underemployment, January 2007-February 2021
- Consumer confidence remains depressed
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- Figure 30: Consumer Sentiment Index, January 2007-March 2021
- A surge in gas prices may shift road trip demographics
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- Figure 31: US gasoline and diesel retail prices, January 2007-March 2021
Companies and Brands – Key Takeaways
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- Road trips have an opportunity to assert themselves
- Choice Hotels chases car travelers
- Amtrak takes some of the work out of road trips
- Immunization offers discount opportunities
- Growth in electric vehicles provide new marketing opportunities
Market Opportunities
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- Highlight underrepresented destination heritage in an age of consciousness
- Bolster road trip strengths to prepare for flying’s return
- Develop robust road trip-focus FTPs
Competitive Strategies
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- Chain hotels can cater specifically to road trippers
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- Figure 32: Choice Hotels road trip section, March 2021
- Public transportation can share the driving burden for older travelers
- Promote vaccine deals and discounts
- Market around electric vehicle charge stations as EVs grow in popularity
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- Figure 33: Volta charging station Instagram post, February 2021
The Consumer – Key Takeaways
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- Road trips, like most travel, are for visiting family
- Much of the itinerary is set ahead of time
- Travelers are more grounded in road trips than air travel
- Wayfinding is the biggest opportunity for assistance
- Leery road trippers need urging
- Those loyal to driving would like to be rewarded
Road Trip Motivations
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- Family wins out as a motivation for road trips
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- Figure 34: Reasons for taking last road trip, February 2021
- Motivations vary with age
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- Figure 35: Reasons for taking last road trip, by age group, February 2021
- Pandemic made family travel more specific to an occasion
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- Figure 36: Reasons for taking last road trip, by trip timing, February 2021
Planning Road Trips
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- Road trips are destination-based, with limited room for spontaneity
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- Figure 37: Road trip planning, February 2021
- Younger travelers are more likely to take opportunities as they come
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- Figure 38: Road trip planning, by age group, February 2021
- Travel sites are underserving road trip planners
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- Figure 39: Attitudes toward road trip planning, February 2021
- OTAs should establish themselves among older travelers
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- Figure 40: Attitudes toward road trip planning, by age group, February 2021
- Successful road trips involve a pleasant drive and authentic stops
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- Figure 41: Road trip enjoyment attitudes, February 2021
- Authenticity matters to all ages
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- Figure 42: Road trip enjoyment attitudes, by age group, February 2021
Road Trips vs Air Travel
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- Driving is mostly chosen for practical reasons
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- Figure 43: Reasons for driving vs flying on last trip, February 2021
- Driving can be an avenue of discovery for young consumers
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- Figure 44: Reasons for driving vs flying on last trip, by age group, February 2021
- Road trips have extensive advantages over air travel
- How airlines will compete
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- Figure 45: Road trip vs air travel descriptions, February 2021
- Road trips have inroads with young travelers, but airlines are a threat
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- Figure 46: Road trip vs air travel descriptions, by age group, February 2021
- Cost isn’t the only benefit for low-income travelers
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- Figure 47: Road trip vs air travel descriptions, by HHI, February 2021
- Black and Hispanic travelers find intangible value in road trips
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- Figure 48: Road trip vs air travel descriptions, by race and Hispanic origin, February 2021
- Safety issue for Black travelers may have historical roots
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- Figure 49: Road trip vs air travel descriptions, by race and Hispanic origin, February 2021
Solving Road Trip Challenges
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- Travelers want assistance in wayfinding
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- Figure 50: Challenges that warrant assistance, February 2021
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- Figure 51: TURF Analysis – Assistance, February 2021
Road Trips during the Pandemic
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- COVID-19 makes otherwise willing road trippers reluctant
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- Figure 52: Attitudes about road trip travel during the pandemic, February 2021
- Hospitality brands need to give prospective travelers a nudge
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- Figure 53: Attitudes about road trip travel during the pandemic, by age group, February 2021
- Road trips’ grasp on higher-HHI travelers may be tenuous
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- Figure 54: Attitudes about road trip travel during the pandemic, by HHI, February 2021
Road Trips and Loyalty
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- Road trippers are underserved by loyalty
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- Figure 55: Road trips and loyalty, by HHI, by age group, February 2021
- Black consumers can be reached by a possible FTP
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- Figure 56: Road trips and loyalty, by race and Hispanic origin, February 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 57: Table – TURF Analysis – Assistance, February 2021
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