A recent survey by Talker Research, in collaboration with the Virgin Red Rewards Mastercard, reveals intriguing insights into American attitudes towards travel. Among 2,000 adults who traveled in the past year, a significant 68% believe that the anticipation of their next trip is as enjoyable, if not more so, than the trip itself. This anticipation, coupled with the excitement of planning, stands out prominently, with 28% of respondents indicating that planning a trip brings them the most joy. Interestingly, while the peak experience occurs at the destination for 54% of travelers, the return journey home is generally viewed as the least enjoyable part of the travel experience, with 78% sharing this sentiment.
Compounding this experience is the phenomenon known as “post-vacation funk,” where travelers start feeling the blues associated with being home before their trip even concludes. Approximately 10% of those surveyed report experiencing this funk during their travel, while an additional 22% recognize it setting in on the journey home. This feeling tends to evoke a longing for the destination (41%), a desire to have future plans (35%), and thoughts of upcoming trips (34%). Notably, respondents indicated that this emotional downturn is more distressing than being caught in traffic or having a favorite show removed from their streaming service.
The desire for renewal in travel experiences is palpable, with 26% of respondents admitting they continuously crave the excitement of having a trip planned. In fact, many expressed willingness to sacrifice personal enjoyment or financial comfort—such as a week’s pay or a month without dining out—for the chance to travel. Interestingly, 31% of individuals begin planning their next trip while still away, while nearly half (47%) would consider a last-minute getaway if the urge arises. The survey highlights that planning ahead is crucial; most participants believe that two weeks is the minimum necessary timeframe for effective trip planning.
When it comes to their next adventures, respondents have their sights set on multiple trips. The average participant is contemplating four trips and has two already in the pipeline. Furthermore, 43% have been strategizing for their next getaway for over two months. This forward-thinking mindset keeps travel excitement alive, as 70% of those surveyed report that thoughts about future trips consistently occupy their minds. The benefits of having travel plans extend beyond mere enjoyment; 56% feel that booking a trip provides something to look forward to, and 43% note an increase in happiness as a result.
Travel is increasingly recognized as a form of self-care beyond just a recreational activity. Survey findings indicate that 83% of respondents consider trips more beneficial than traditional forms of self-pampering, such as spa visits. As a result, 46% of travelers are cautious with their paid time off (PTO), choosing to save it for vacations instead of using it haphazardly throughout the year. This reveals a strategic approach to travel, aligning enjoyment with the mindful management of resources.
Financial considerations play an essential role in the travel experience. Two-thirds of participants utilize credit cards primarily to accumulate rewards, with 41% showing a preference for travel-related rewards programs. This financial strategy substantiates the idea, echoed by 79% of reward card users, that points make traveling more accessible and affordable. Kelly Best, managing director at Virgin Group, emphasizes that this collective wanderlust is a signal for individuals to transition from dreaming about travel to taking actionable steps toward planning their adventures. Ultimately, the survey underscores that travel anticipation, enjoyment, and strategic planning are central to Americans’ outlook on leisure and life satisfaction.
