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"Road trips stand to become even more popular in the current economy. Brands will benefit by aiding in planning and providing unique experiences on the way."
Mike Gallinari, Senior Travel & Leisure Analyst
Road trips have built upon their popularity since the pandemic, with 84% of consumers saying they’ve taken a road trip at some point in the last two years. As concerns about exposure to COVID-19 waned, road trips became longer (both in time spent and distance traveled) and involved more stops. Though travelers are still primarily focused on the destination, they’re open to making stops if they’re convenient and interesting.
However, informing road trippers about these opportunities, has increasingly become a challenge. Younger travelers have particular difficulty in finding compelling side trips and in planning their road trips, leaving the door open for brands to become authoritative experts on road trips. This matters not just in discovering lesser-known destinations and attractions, but also in finding interesting places to stay overnight along the way.
As economic and geopolitical issues make travel more expensive and more complex to plan, road trips are poised to rise in popularity. Increased airfares are likely to shift travelers over to road trips, and recent long security lines at airports can shake the appeal of air travel in general. Moreover, road trips will see a boost from major events in particular, especially the centennial of Route 66, which has become a central planning focus for states hosting the highway.
For the purposes of this Report, Mintel has used the following definitions:
Road trip: A leisure trip taken in a motor vehicle of at least two nights in length that involves a stop at least four hours away from home
Road tripper: An adult aged 18+ who has been on a road trip in the past two years
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