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Road Trips - US - April 2021

OVERVIEW
What you need to know
Key issues covered in this Report
Definitions
COVID-19: US context
Economic and other assumptions
EXECUTIVE SUMMARY 
Top takeaways 
Market overview
Figure 1: Number of road trips in the past two years, February 2021
Road trips follow travel market trends
Figure 2: Characteristics of a road trip, February 2021
Target audience: dad remains king of the road
Figure 3: Heavy road tripper demographics, February 2021
Impact of COVID-19 on road trips
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
Figure 5: Road trip planning and timing of last road trip, February 2021
Opportunities
Road trippers have motivations beyond seeing friends and family
Figure 6: Reasons for taking last road trip, February 2021
There’s room for loyalty among road trippers
Figure 7: Road trips and loyalty, by HHI, by age, February 2021
Authenticity resonates with road travelers
Figure 8: Road trip enjoyment attitudes, February 2021
Challenges
Choices are often set before the garage door closes
Figure 9: Road trip planning, February 2021
Younger consumers have more affinity for air travel than others
Figure 10: Road trip vs air travel descriptions, by age group, February 2021
People are torn about travel during the pandemic
Figure 11: Attitudes toward road trip travel during the pandemic, February 2021
What it means
THE MARKET – KEY TAKEAWAYS
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
Road trips are a popular type of vacation
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
Figure 13: Characteristics of a road trip, February 2021
Youthful endurance makes for longer journeys
Figure 14: Miles traveled on last road trip, by age group, February 2021
Demographic profile of road trippers
Light road trippers (30%)
Figure 15: Light road tripper demographics, February 2021
Medium road trippers (26%)
Figure 16: Medium road tripper demographics, February 2021
Heavy road trippers (22%)
Figure 17: Heavy road tripper demographics, February 2021
Non-road trippers (22%)
Figure 18: Non-road tripper demographics, February 2021
IMPACT OF COVID-19 ON ROAD TRIPS
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
Figure 20: Timing of last road trip, February 2021
Figure 21: Road trip planning, by timing of last road trip, February 2021
Road trips have temporarily become more of a high-income activity
Figure 22: Timing of most recent road trip, by HHI, February 2021
COVID-19 has reduced length of road trips
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
Figure 24: Worry about COVID-19 exposure, by age group, January 28-February 10, 2021
Figure 25: Worry about COVID-19 exposure, by race and Hispanic origin, January 28-February 10, 2021
Vaccine prognosis good, but optimism waning
Figure 26: Current perspectives on coronavirus, December 2020-February 2021
MARKET FACTORS 
CDC lifts some requirements, but travel still discouraged
TSA throughput is starting to improve
Figure 27: Monday TSA checkpoint throughput, 2020-21
Road traffic has yet to return to pre-pandemic levels
Figure 28: Vehicle miles traveled, seasonally adjusted, in millions, 2010-21
Unemployment is slowly improving
Figure 29: Unemployment and underemployment, January 2007-February 2021
Consumer confidence remains depressed
Figure 30: Consumer Sentiment Index, January 2007-March 2021
A surge in gas prices may shift road trip demographics
Figure 31: US gasoline and diesel retail prices, January 2007-March 2021
COMPANIES AND BRANDS – KEY TAKEAWAYS
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 
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
Chain hotels can cater specifically to road trippers
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
Figure 33: Volta charging station Instagram post, February 2021
THE CONSUMER – KEY TAKEAWAYS 
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 
Family wins out as a motivation for road trips
Figure 34: Reasons for taking last road trip, February 2021
Motivations vary with age
Figure 35: Reasons for taking last road trip, by age group, February 2021
Pandemic made family travel more specific to an occasion
Figure 36: Reasons for taking last road trip, by trip timing, February 2021
PLANNING ROAD TRIPS
Road trips are destination-based, with limited room for spontaneity
Figure 37: Road trip planning, February 2021
Younger travelers are more likely to take opportunities as they come
Figure 38: Road trip planning, by age group, February 2021
Travel sites are underserving road trip planners
Figure 39: Attitudes toward road trip planning, February 2021
OTAs should establish themselves among older travelers
Figure 40: Attitudes toward road trip planning, by age group, February 2021
Successful road trips involve a pleasant drive and authentic stops
Figure 41: Road trip enjoyment attitudes, February 2021
Authenticity matters to all ages
Figure 42: Road trip enjoyment attitudes, by age group, February 2021
ROAD TRIPS VS AIR TRAVEL
Driving is mostly chosen for practical reasons
Figure 43: Reasons for driving vs flying on last trip, February 2021
Driving can be an avenue of discovery for young consumers
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
Figure 45: Road trip vs air travel descriptions, February 2021
Road trips have inroads with young travelers, but airlines are a threat
Figure 46: Road trip vs air travel descriptions, by age group, February 2021
Cost isn’t the only benefit for low-income travelers
Figure 47: Road trip vs air travel descriptions, by HHI, February 2021
Black and Hispanic travelers find intangible value in road trips
Figure 48: Road trip vs air travel descriptions, by race and Hispanic origin, February 2021
Safety issue for Black travelers may have historical roots
Figure 49: Road trip vs air travel descriptions, by race and Hispanic origin, February 2021
SOLVING ROAD TRIP CHALLENGES
Travelers want assistance in wayfinding
Figure 50: Challenges that warrant assistance, February 2021
Figure 51: TURF Analysis – Assistance, February 2021
ROAD TRIPS DURING THE PANDEMIC
COVID-19 makes otherwise willing road trippers reluctant
Figure 52: Attitudes about road trip travel during the pandemic, February 2021
Hospitality brands need to give prospective travelers a nudge
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
Figure 54: Attitudes about road trip travel during the pandemic, by HHI, February 2021
ROAD TRIPS AND LOYALTY
Road trippers are underserved by loyalty
Figure 55: Road trips and loyalty, by HHI, by age group, February 2021
Black consumers can be reached by a possible FTP
Figure 56: Road trips and loyalty, by race and Hispanic origin, February 2021
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
APPENDIX – THE CONSUMER
Figure 57: Table – TURF Analysis – Assistance, February 2021

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