Is the party over? New data suggests revenge travel may be ending soon

The era of unabated “revenge travel” may be coming to a close.

New reports show that, after years of inflation and rising travel costs, travelers may finally be curtailing their travel plans.

A new report by the research company Morning Consult shows that travel intentions are increasing in several countries, but flatlining or falling in others, most notably in Europe.

Intentions to travel dropped 11 percentage points in France and six in Germany since 2022, according to Morning Consult’s “The State of Travel & Hospitality” report published in September.

Interest to travel also fell in Canada and Russia (-4 percentage points each), the survey showed.

Survey: Jan 2021-July 2023; 14,000 adults; margin of error +/-3%.

Source: Morning Consult

As to whether this suggests pent-up demand is ending: “Yes, our data suggests that is so,” said Lindsey Roeschke, travel and hospitality analyst at Morning Consult.

“That’s not to say that travel will decline significantly again, but … in short, the majority of those who were waiting to take their ‘revenge trips’ have already done so,” she said.

A slowdown may be more pronounced in Europe, said Roeschke.

“Much of this is related to the economy — inflation has eaten away at consumers’ savings in the past year and caused them to reprioritize how they spend,” she said.

An influx of North American tourists over the summer drove prices higher, making travel even more expensive for Europeans. Put together, this paints “a more pessimistic outlook on travel compared to other regions.”

‘Revenge travel likely to fade’

Chinese consumers ‘losing their gusto’

Pent-up demand in China is 'nowhere near as big' as it was in the U.S., says Nomura

The boost purely from pent-up demand may soon run its course.

Moreover, interest among Chinese travelers to visit certain places is falling, according to Morning Consult’s report. Intentions to visit North America fell 23 percentage points from 2022 — far eclipsing a drop in interest from South Korea (12 percentage points) and Japan (9 percentage points).

“The drop in China is particularly concerning,” the report states. “While reasons are a mix of logistical (flight are scarce and expensive) and geopolitical (tensions are high between the U.S. and Chinese governments), the decline is a blow to destinations that were hoping for a more robust recovery.”

Fizzling pent-up demand

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