The travel landscape is transforming, impacting how people journey and where they choose to go. A notable change is emerging in the preferences of American travelers, with a surge in international travel bookings and a consequential decline in domestic travel.
As airlines and hotel chains observe this shift, a competitive struggle for travel dollars is taking center stage, and the United States finds itself in a unique predicament.
International Travel on the Rise
Airlines and hotel chains have been buzzing with news of a travel resurgence, but not everyone shares this enthusiasm. Recent weeks have witnessed a remarkable uptick in bookings for international trips, coupled with a noticeable uptrend in prices. For companies with a global reach, this translates to a considerable boost in consumers.
Still, for entities more focused on the U.S. market, like airlines, theme parks, and hotels, the trend raises challenges as travelers increasingly direct their gaze overseas, often to the detriment of domestic destinations.
Leeloo Thefirst/ Pexels | Travel makes you realize that no matter how much you know, there’s always more to learn
Fare and Rate Dynamics
As travelers flock to far-off lands, a discernible contrast is emerging in airfare and hotel rates. International airfare, on average, has surged to $962, marking a 10% increase from the previous year and a staggering 26% jump from 2019. In stark contrast, domestic airfare has experienced a dip of 11% from the preceding year and 12% from 2019, settling at an average cost of $249.
Similar trends are playing out in the hotel industry. The average room rate for European hotels during the year's first half is $148.88, exhibiting a nearly 14% surge from the previous year.
Meanwhile, U.S. hotel rates have only risen by 6% during the same period to reach $154.45. Luxury hotels in Paris have seen their rates climb by over 22%, while the rates of their counterparts in Orlando, Florida, only inched up by 0.2%.
Marriott's Perspective
Marriott International has found itself at the heart of this trend. Second-quarter reports revealed a 6% year-over-year increase in revenue per available room in the U.S. and Canada, with a significantly larger growth of more than 39% in international markets. This trend has prompted travelers to explore various options, broadening their horizons beyond their home turf.
Rebecca Tobin/ Getty Images | International airfare is averaging $962, up 10% from last year and 26% from 2019
Traveller's Tale
Jesse Inman, a 29-year-old traveler, embodies this trend. Opting for a vacation abroad, Inman embarked on a journey spanning Israel, the U.K., Austria, and France. His two flights across the Atlantic set him back $1,839—significantly higher than his pre-pandemic expectations.
Despite the allure of international adventures, Inman anticipates scaling back on domestic trips, including visits to friends in various U.S. cities, and even considering curtailing winter skiing excursions.
Impact on Amusement Parks
The dynamics of international travel have not left amusement park operators untouched. Cedar Fair reported declining attendance for the second quarter yet yielded increased profits.
As the industry anticipates further insights from Six Flags Entertainment, Comcast, a major player, shared that theme park revenue surged by 22% year-over-year. However, it noted a slowdown in its Universal parks in Orlando due to challenging comparisons.
Airlines in the Spotlight
Airlines, heavily invested in the domestic market, are grappling with the effects of this international shift. JetBlue Airways, known for its focus on the U.S., Caribbean, and parts of Latin America, has adjusted its projections due to the surge in long-haul international travel. The CEO of JetBlue, Robin Hayes, highlighted the unexpected shift in demand, which has led to decreased interest in shorter-haul trips.
RDNE Stock project/ Pexels | Amid the normalization of domestic demand, travel stocks with international exposure are posed for success
Airline Industry Outlook
While airlines like JetBlue face headwinds, others strategically capitalize on the growing demand for international journeys. Delta Air Lines and United Airlines have expanded their international services to cater to this trend, with executives projecting sustained growth well into the fall. The sharp contrast between international and domestic revenue growth is a testament to the effectiveness of their approach.
Stock Market Reflection
The stock market also reflects these changes as consumers alter their travel preferences. The NYSE Arca Airline Index has dipped by about 12% this quarter, while the S&P 500 remains up by approximately 1.5%. This divergence underlines the evolving nature of travel decisions and their subsequent impact on various sectors.
