Emerging Travel Trends: Self-Expression, Road Trips, and Cannabis Tourism

More than half of the survey respondents agreed that the places they visit say a lot about who they are.
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I’d like to think of myself as a trailblazer, but the reality is, I am eager to follow trends. They keep me on my toes and ensure I stay out of the rut of contentment. In terms of travel, I’m all ears for learning about what’s on the horizon in terms of travel trends. 

The rise of “identity travel”

The latest edition of MMGY Travel Intelligence’s Portrait of American Travelers study reveals that travel has become a means of self-expression for many Americans. More than half of the survey respondents agreed that the places they visit say a lot about who they are. This trend, referred to as “identity travel,” reflects a growing desire among travelers to align their vacations with their unique ideals and values. 

Taking on the open road

Road trips have gained immense popularity, with 63% of travelers embarking on a road trip in the past 12 months, marking the highest percentage ever recorded in the survey’s history. The allure of open roads, scenic routes, and the freedom to explore at one’s own pace have made road trips a preferred choice for many travelers.

A growing interest in cannabis tourism

More than a third of US travelers expressed interest in participating in cannabis-related activities while on vacation. Additionally, 31% showed interest in cannabis effects that could enhance their culinary experiences. As the legalization of cannabis expands in various states, travelers are seeking destinations that cater to their interests, whether it’s exploring cannabis dispensaries, joining cannabis-infused cooking classes, or engaging in wellness activities centered around cannabis products.

Bespoke travel as the new luxury

The concept of luxury travel is evolving, with only a third of high-income respondents considering themselves “luxury travelers.” Instead, a significant majority of travelers, regardless of income, are willing to invest in tailor-made itineraries, private tours, and immersive cultural interactions to create lasting memories.

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