Portrait of American Travelers®

Conducted since 1990, the Portrait of American Travelers® is the most insightful and actionable survey of the emerging vacation habits, preferences and intentions of Americans. By purchasing an annual subscription to this year’s study, you will receive data tables across more than 2,000 variables plus four research publications derived from this data that analyze major insights impacting the travel industry.

To purchase a subscription of the Portrait of American Travelers® contact us at research@mmgyglobal.com or use the purchase button.

NEW! Introducing Traveler SnapshotsTM
See below or contact us at research@mmgyglobal.com for more information. The first series, Snapshot of First Class/Business Class Travelers is now available for download at no charge.

  • Portrait of American Travelers® Subscription - $2,950
  • Traveler Snapshots - $899

About the Portrait of American Travelers®

Portrait of American Travelers® subscribers will receive a series of four informative marketing research papers, each one analyzing an important trend revealed in the data. These papers will interpret the raw data, identify valuable marketing insights and translate the strategic implications as determined by MMGY Global’s senior leadership team. In addition to the study’s complete data tables of all travelers over five years as well as this year’s results broken out by generation, subscribers will receive:

Profile of the Culinary Traveler
It’s no secret that people love to discover new foods and cuisines while traveling that are specific and authentic to the places they visit. Food is an essential part of the vacationing experience, and this paper investigates the diverse types of culinary experiences travelers most desire. It focuses on what makes a subset of these culinary travelers – a group we call “Culinary Explorers” – a rather unique brand of travelers. These travelers are passionate about experiencing authentic, local food as well as exploring different cultures and sampling a variety of cuisines while on vacation. The report will also highlight various ways to appeal to these travelers and how you can best convince them that your destination has what they need.
Available now.

Profile of the Online Travel Review Writer
Online travel reviews are a powerful force among vacationers. In fact, half of all travelers have read online travel reviews during the past 12 months. And, among those consulting online reviews, three-fourths prefer reading the detailed reviews over simply trusting an overall rating and won’t consider visiting places with low ratings. So, who are the influential people writing these reviews? What is important to these reviewers when it comes to selecting a hotel or a destination? And how are their reviews impacting readers and the travel decisions they ultimately make? This paper focuses on providing destinations and travel service providers with an in-depth profile of who these people are and investigates strategies to get them on your side.
Available now.

Profile of the Wellness Traveler
One of the leading trends in leisure travel today is wellness and how many vacationers use travel experiences to enhance their mental and physical well-being. Ten percent of travelers report being highly motivated to vacation specifically to pursue wellness and healthy living. These high-earning, high-spending travelers are desirable for destinations and travel service providers alike. This paper will delve into these travelers behaviors and motivations and will provide actionable ideas for how marketers can effectively reach them and win their business.
Available May 2019.

Profile of the Social Media Traveler
One of the most exciting new features of the 2018–2019 Portrait survey is the expansion of the battery of questions related to social media, focusing on the channel’s role in influencing vacation decisions. For instance, which social networks are most important to travelers? What is the role of influencers and celebrities in travel decision-making? Which of the following has the most pull among vacationers – friends and family, travel marketing feeds or content from publishers such as magazines and lifestyle publications? This paper will answer these questions and more. It will also provide a profile of the most promising type of social media influencer as well as how to best connect them with your destination or service.
Available June 2019.

About Traveler SnapshotsTM

For the first time, MMGY has authored a collection of Traveler SnapshotsTM. This series of affordable reports, drawn from Portrait data, is designed to guide travel industry marketers by unlocking valuable insights into the preferences and behaviors of various audience microsegments.

The first of the series, Snapshot of First Class/Business Class Travelers, is now available for download at no charge.

These reports will profile who these travelers are, what is important to them, and how marketers can reach and influence them. Our approach enables us to provide you with powerful insights at a significant cost savings. MMGY has completed hundreds of traveler analyses over the years, and the latest Traveler SnapshotsTM reports are each available now for just $899.

Available Traveler SnapshotsTM reports include:

  • LGBTQ Travelers – click here to purchase
  • Millennial Family Travelers – click here to purchase
  • Road Trippers – click here to purchase
  • Culinary Travelers – click here to purchase
  • Family Travelers
  • Empty-Nester Travelers – click here to purchase
  • GottaGoSolos (e.g., single travelers)
  • Multigenerational Travelers
  • Luxury Travelers
  • Family Sports Travelers
  • Jet Sweaters (e.g., adult sports travelers)
  • International Travelers
  • Last-Minute Travelers
  • Staycationers
  • Beach Vacation Travelers
  • Lake Vacation Travelers
  • Snow Skiing/Snowboarding Travelers
  • Adventure Travelers
  • Fine-Dining Travelers
  • Wine Travelers
  • Distill-My-Heart Travelers (i.e. Distillery enthusiasts)
  • Wellness Travelers
  • Green Travelers (e.g., Environmentally conscious)
  • Shopaholic Travelers
  • Nightlife Travelers
  • History Buff Travelers
  • VIP-Is-Me Travelers
  • Casino-Craving Travelers
  • Resort Enthusiast Travelers
  • B&B Travelers
  • Timeshare Travelers
  • High-Frequency Travelers
  • Frequent Flyer Travelers
  • Train Travelers
  • Bus Travelers
  • Cruise Travelers
  • Theme Park Travelers
  • Aquarium Travelers
  • Zoo Travelers
  • Touring Travelers
  • Travel Agent Travelers
  • Shared Accommodations Travelers
  • OTA Booking Travelers
  • Brand.com Booking Travelers
  • Celebrity-Influenced Travelers
  • Online-Inspired Travelers (i.e. those that are influenced by reviews)
  • Uber (ridesharing travelers)
  • Outdoor Enthusiast Traveler
  • Recreational Boating Traveler

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