Updates 04/11/2025: Ohio's Travel Industry and Current Travel Research

PRICE SENSITIVITY RISES WITH THE LOOM OF RECESSION. AMERICAN TRAVELERS REPORT HEAVILY EDITED AND AI-GENERATED PHOTOS ARE A RED FLAG.

Key findings from Future Partners, posted April 8:

More than half of American travelers (52%) expect an economic recession, increasing price sensitivity.
Though a recession looms, 33% of American travelers say their finances are better off today relative to a year ago. 25% feel worse financially than a year ago.
Even with price sensitivity, 87% of American travelers still show high excitement for travel in the next year.
When asked if economic concerns changed their plans for travel in the next six months, 69% said they made at least one change, with the most common adjustment being selecting more affordable destinations (27%). They also plan to use rewards (26%), travel less (24%), and reduce spending on activities (23%).
Future Partners employed a ‘red flag/green flag’ concept in the next series of responses.
- 63% said seeing a negative review on a site is a red flag, and 69% said seeing a positive review is a green flag.
- 73% said destinations described as hidden gems are a green flag.
- 61% said seeing AI-generated or heavily edited photos is a red flag, and they want to see authentic promotional photos.
- Nearly 70% reported if they hear local residents might be anti-tourism, it is a red flag.
- 54% said cutting-edge food scenes are a green flag.
- Family travel and the opinions of children are important, with 58% said destinations their kids wouldn’t be excited about is a red flag. 69% said destinations where children would put their screens down to visit is a green flag.