New York, NY – Savannah, Georgia and Marrakech, Morocco have taken the number one and two spots in American Express Travel’s list of top trending destinations for 2019.
The list, which is based on the company’s year-over-year (YOY) proprietary card member booking data, showed Savannah experiencing a 96% YOY increase and bookings to Marrakech up 89%. The other destinations in the top ten are:
- Nassau, The Bahamas (63% YOY),
- Hamburg, Germany (62% YOY),
- Doha, Qatar (31% YOY),
- Barcelona, Spain (26% YOY),
- New Zealand (25% YOY),
- Tuscany, Italy (25% YOY),
- Singapore (24% YOY),
- and Washington, D.C. (21% YOY).
Travelling with Purpose
In addition to the list, AMEX Travel also revealed the findings of a new survey conducted on its behalf by Morning Consult. The public opinion survey of 2,000 U.S. customers showed that 68% of consumers say they prefer travel experiences that offer a deeper sense of meaning. This demand has manifested itself in increased interest in voluntourism, learning a new language, and immersive culinary experiences.
The latter point was amplified by the finding that 79% of respondents consider dining experiences, including trying new food, to be an important part of a visit to another city or country, and they plan their trips to specifically incorporate new culinary experiences.
“Authenticity is one of the most talked about trends in travel, as consumers pivot to travelling like a local,” says Audrey Hendley, president of American Express Travel. “As globalization increases through social media and streaming culinary travel shows, consumers are becoming increasingly familiar with different food cultures and they want to experience the local gastronomy scene.”
The study also revealed that an increasing number of travellers are looking for “unforgettable luxury travel moments,” including exclusive perks and upgrades in the world’s finest hotels. Eighty-seven per cent of respondents said that free hotel upgrades are considered the most universally useful benefit in aiding with travel.
About the Survey
Morning Consult, on behalf of American Express Travel, conducted a public opinion survey from November 6-7, 2018. The survey’s findings are based on responses from a sampling of 2,000 U.S. consumers who have travelled in the past 12 months. The interviews were conducted online and the data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment, and region. Results from the full survey have a margin of error of plus or minus two percentage points.