Article by Katya Dashkevich, RMS Research Associate –
The RMS team wants to share the results of our recent survey, which asked our nationwide ViewPoint panel members how they spent their summer vacations. Below are the findings from our survey, along with some tips and tricks about travel from our panel members. If you are not a member of our ViewPoint panel yet, we welcome you to join! Click here to find information about ViewPoint and how to join.
RMS conducted a summer survey in late spring through mid-summer to explore our panel members’ summer plans. The survey received 1,009 responses, providing insights into our members’ summer activities.
The first questions asked participants about their summer travel destinations and whether they traveled within the United States or abroad. 69% of participants traveled within the U.S., 14% traveled both domestically and internationally, 12% did not travel at all, and 5% traveled internationally.
Reasons for Not Traveling
The RMS survey found that 55% of respondents who did not travel cited costs and not having enough funds as the reason they stayed home. Some other reasons people cited were:
- Unable to travel due to health-related issues (12%)
- Already traveled earlier in the year (7%)
- Unable to travel due to work commitments (6%)
- Too busy to travel (5%)
Some additional comments (4% or less for each response) included family obligations, moving, disliking travel, and not having a way to travel.
Number of Trips Taken by Panel Members
We wanted to know how many trips participants had planned, whether they took one trip or more, and we learned:
- 86% (871 people) took 1 trip
- 62% (631 people) took 2 trips
- 29% (296 people) took 3 trips
- 10% (108 people) took 4 trips
- 3% (32 people) took 5 trips
- 1% (12 people) took 6 or more trips
Most Popular Destinations
All participating ViewPoint members shared where they went for each trip they took. The most popular destinations across all trips were:
- Florida with 72 mentions
- New York City with 67 mentions
- The Adirondacks with 62 mentions
- Boston with 36 mentions
- Las Vegas with 33 mentions
- Maine & Pennsylvania with 32 mentions each
- Buffalo, North Carolina, and Washington D.C with 29 mentions each
- Niagara Falls with 28 mentions
- New Jersey with 25 mentions
- Italy with 24 mentions
For each trip, participants were asked about the reason behind their travel. There were six categories: Adventure, Relaxation, Attending an Event, Visiting Family/Friends, and Work. Relaxation was the top reason for most trips. Adventure was the second most cited reason, while Visiting Family/Friends was the third most common.
One of the next questions we asked was how long each trip lasted. Across all trips (1-6+), the most common duration was 3-6 days, followed by 1-2 days, with 1 week being the third most common.
For each trip, participants were asked whether it was an annual tradition or a one-time adventure. The results were nearly even, with 49% of the trips being annual traditions and 51% being one-time adventures. This suggested that most participants did not have a strong preference for either type of trip.
Our ViewPoint members also shared what they most looked forward to on their trips. The most common response was relaxing, with 33% of participants selecting this option. Spending time with family and friends was the second most common answer, chosen by 28% of participants. Additionally, 19% looked forward exploring new places, 17% to activities, and 4% to eating and trying new food.
57% of our participants shared that they had day trips planned, while 43% said they did not. Some of the destinations mentioned for the day trips included Aurora, NY; Berkshire Botanical Garden in Stockbridge, MA; Topaz hunting near Mason, TX; Kalahari Water Resort, Poconos PA; Hershey Park, PA; Corpus Christi, TX; Letchworth State Park, NY; Montauk, NY; Napa, CA; Venice Beach, CA; New Jersey Shore; Philadelphia Zoo, PA; and The Finger Lakes, NY.
Some of the top travel tips that were shared by our panel members included:
- Plan ahead but stay flexible and leave room in your schedule to explore.
- Do your research on weather and activities; ask locals for recommendations and make reservations.
- Don’t overpack—stay organized.
- Bring more cash than you think you will need.
- Be cautious and stay safe.
- Book your hotel and flights early.
- Bring any medical supplies you might need, even if you thought you wouldn’t need them.
- Pack snacks, comfortable shoes, sunscreen, and essentials in your carry-on.
- If driving, check your tire pressure. Give yourself enough time and leave early.
When asked about the most important factors when booking accommodations, participants shared that cost was the top priority, with 293 mentions, followed by location with 203 mentions, and amenities with 56 mentions.
38% of participants said that they traveled with children. The average age of the children was 10 years, with most families traveling with an average of 2 children.
When it came to modes of transportation, 59% of participants said they drove to their destination, 32% flew, 5% took the train, and 3% took the bus. An additional 1% selected ‘other’ as their mode of transportation. Among these, the majority indicated they traveled by cruise, boat, or ferry. Participants who selected ‘other’ also stated that they rode a motorcycle to reach their destination.
For participants who flew, 65% indicated that they arrived at the airport 2 hours before their flight, 21% arrived within an hour, and 11% arrived 3 hours before the scheduled take-off. Syracuse’s Hancock International Airport (NY) was the most common departure point, with 40% departing from there. JFK (NY) was the second most common, with 11%, followed by Rochester, NY with 6%.
19% of participants traveled for a life milestone. Some of the milestones mentioned included anniversaries, birthdays, babymoons, engagements, family or school reunions, honeymoons, milestones with children (e.g., moving to college), weddings, and retirement.
Our ViewPoint panel members were also asked to share their top bucket list destinations. The top three destinations for participants bucket list trips were Italy, Hawaii, and Greece.
57% of participants said that COVID-19 did not change their travel plans. For those who said it did, participants were more cautious when traveling. They avoided crowds, wore masks when flying or in crowded areas, and carried hand sanitizer and wipes to minimize germ contact. Some also took precautions before traveling, such as getting tested for illnesses.
Many participants mentioned that COVID-19 led them to stop traveling entirely out of caution. Additionally, the rising cost of travel and the perceived decline in travel quality deterred others. Participants noted that flying became more difficult and less reliable, while hotel amenities deteriorated, and accommodation costs increased. The cost of alternative accommodation also increased. Another significant impact of COVID-19 on travel was the delay or cancellation of plans. Many participants experienced postponed trips or had their entire travel plans canceled.
Regarding the farthest distances traveled based on participants’ zip codes, the longest journey was from Lysander, NY to Australia, covering 10,000 miles (about 16093.44 km). The second longest was from Dover, DE to South Africa, spanning 8,000 miles (about 12874.75 km), and the third was from Anahola, Hawaii to Aosta, Italy, with 7,700 miles (about 12391.95 km) between the two.
The summer survey showed the travel trends among our ViewPoint panel members, with a strong preference for domestic destinations and a focus on relaxation and family time. While most travel remained within the U.S., there was notable interest in international destinations. Participants valued cost and location when booking accommodation, with some changing their travel habits due to COVID-19. Overall, these insights reflected evolving traveler priorities that could help guide your future travel plans.
About the Author – Katya Dashkevich
Katya brings years of market research experience to the RMS Analytics Department, programming surveys, coordinating recruitment, and cleaning, analyzing, and reporting survey data. Katya also supports many other divisions at RMS, including helping with phone recruitment in our call center or research needs within our healthcare division.
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About RMS
Research & Marketing Strategies, Inc. (RMS) is a full-service market research firm in Central New York. Formed in 2002, RMS helps organizations that are looking to know more about their customers and/or potential customers. We conduct surveys, focus groups, mystery shopping, studies, and analyses. Each project is customized and gets personal attention so that actionable, data-driven findings are delivered. RMS has a reputation for getting results. We offer an independent, professional means to conduct telephone, on-line, and mail surveying, as well as in-depth interviews, intercept interviews, and participant recruitment. We also host discussion groups through QualiSight, our onsite call center and focus group facility. We have a proven reputation for successfully recruiting and moderating focus groups, community forums, and town meetings.
