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Most US adults do not plan to travel this holiday season.eMarketer

US adults' aversion to travel will remain strong heading into the holidays

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Most US adults said they will not be traveling this holiday season, per September data from Morning Consult: Three-quarters of US adults said they do not plan to travel for or around the Thanksgiving holiday, and 72% said the same for the winter holidays.

Of the respondents who said they will travel during the holiday season, 85% said they are most comfortable traveling by car. Experts predict that there will be a second wave of coronavirus cases this fall, as colder weather kicks in and people are anticipated to be complacent about social-distancing guidelines. 

This reluctance to travel doesn't bode well for the US travel industry, which continues to hold back on ad spending. Digital ad spend for the US travel industry will decrease by 41.0% this year, per our July estimates. And though TV ad spend from travel advertisers picked up over the summer, this year's totals are still dismal compared with last year.

For example, travel TV ad spend more than doubled from June to July, yet July 2020 spending was still down by 77.8% compared with July 2019, per iSpot.tv data cited by Skift. If travel brands are hoping that the holiday season might offset some losses for the year, the Morning Consult data might dampen that optimism.

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