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While spring and summer traditionally dominate travel planning, autumn presents a valuable, high-intent window for travel brands. Today’s fall travelers are taking a fresh approach to their trips, balancing budget consciousness with a strong desire for memorable experiences. Capturing this seasonal demand requires understanding how consumer priorities are shifting as travel plans take shape. With consumer-declared intent data, CivicScience helps travel brands and advertisers reach these high-value audiences before their booking decisions go final.
Here’s what the latest consumer-reported data show about fall travel plans are shaping up this year:
More than half (56%) of U.S. adult respondents tell CivicScience they plan to travel for leisure this fall. But the opportunity for brands in the travel industry to reach these planned travelers before they finalize plans is strong, as just 31% of travelers have booked all their fall leisure travel. Roughly 2 in 5 (40%) haven’t started booking anything yet.
CivicScience data show that accommodation preferences have shifted only slightly from summer vacationers to fall travelers. Compared with those traveling earlier this year, fall travelers show a modest uptick in preference for hotels and motels, paired with minor dips in vacation rentals and outdoor lodging such as tents, cabins, and RVs.
Even with these slight shifts, budget trade-offs remain top of mind. Overall, 69% of fall travelers are willing to accept less convenient or comfortable accommodations to stay within budget, a rate higher than Gen Pop (61%) but slightly below the 74% of summer travelers who said the same (excluding those unsure).
This data is just a small preview of consumer insights on autumn travel. The full Fall Travel At a Glance Report leverages CivicScience’s declared intent data to provide brands and advertisers with key intelligence on desired experiences, where they’re willing to splurge, and more. With booking windows still open, grounding your strategy in consumer-reported truth ensures your brand lands on the final itinerary.
