Omnibus Survey Series
Summer Travel
2024 Insights
The compass to this year's travel choices
What does summer travel look like for those in the United Kingdom, United States, and Canada this year? How are people approaching things like accommodation choices, culinary preferences, and modes of transport? Have the economic changes impacted travel budgets? Our Summer 2024 Travel Omnibus Report, shares a panoramic view of these travel trends, behaviors, and preferences.
Read on to uncover how summer travel aspirations and habits are shaping up globally.
Most respondents are taking a weeklong vacation this summer with their own vehicle, likely within their own country.
Canadian respondents consider more factors when choosing a transportation option.
Older respondents were less likely to be traveling this summer, although more likely to spend a week or more at their destination(s).
Discover how respondents' budgets impact their travel choices.
Those with lower budget compared with last year 
- • Shorter vacations, more likely at home or within their state/province.
- • Most likely to use own vehicle.
- • More likely to go camping or stay with friends/family.
Those with higher budget compared to last year 
- • More likely to take vacations lasting a week or longer.
- • Most likely to take airplane and travel outside their country.
- • Over half saying in motel or hotel.
Nearly two-thirds of respondents are taking a vacation this summer, decreasing with age.
A third of respondents have a lower travel budget compared to last year.
Those in the U.K. are taking the longest vacations, 2 days more than those in the U.S. on average.
How are people choosing to spend their vacations?
Nearly half of those in the U.K. will be visiting another country, while those in the U.S. and CA are more likely to vacation domestically.
Convenience is more important than cost when choosing a transportation method.
The eating habits and preferences of travelers.
A third or more of the respondents do not plan to cook at their destination.
About a third plan to use a food delivery app at least weekly while traveling.
While traveling, a majority will be eating at a restaurant daily or more often.
Pickup food for takeout is less popular in the UK, with less than a quarter of respondents planning to do so while traveling.
Hotels are more than twice as popular as other accommodation options.
Methodology
These findings are from an omnibus study released by Sago among a random selection of 5,290 adults aged 18 or older from Canada, the United Kingdom, and the United States. The study ran from June 7-11 2024.
The results were weighted by age, gender, region, and social grade to match the population, according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding. Excerpts from this release of findings should be properly attributed, with interpretation subject to clarification or correction.
Sago is a leading global research partner that puts the human voice at the center of everything we do by providing unparalleled access to audiences, an adaptive range of qualitative and quantitative solutions, and market research expertise.
