Industry Update
Press Release17 September 2019

Travelhorizons™ Report: Americans Seeking More Culturally Immersive Experiences

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The latest travelhorizons™ survey conducted by travel marketing firm MMGY Global found that Americans are increasingly interested in immersing themselves in other cultures when selecting a vacation destination.

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The survey of 2,301 U.S. adults uncovered that more than half of U.S. adults (53 percent) indicate it is essential to learn about new cultures and gain perspective on new ways of life. Two-thirds of Millennials (65 percent) believe this finding is important, followed by 53 percent of Gen Xers.

Furthermore, six in ten U.S. adults (58 percent) believe it is vital to learn about the culture of the destination they are visiting. Half want to explore a new culture that is different from their own (53 percent) or spend time with local people from the destination (48 percent). As a result of visiting a foreign country and meeting its residents, nearly four in ten U.S. adults (36 percent) perceived them differently. Half (50 percent) felt a great affection for the people, while four in ten (39 percent) thought they shared many social values.

While there is interest in visiting other cultures, Americans are also trepidatious about where they travel. When choosing a vacation destination, three-quarters (75 percent) of U.S. adults emphasize the importance of feeling welcomed, and 65 percent prefer to go to a place that makes them feel comfortable and feels familiar.

For more information about these insights, or to purchase a copy of the full travelhorizons™ report, visit http://www.mmgyintel.com/.

About MMGY Global

With more than 38 years of experience, MMGY Global is the world's leading integrated global marketing firm specializing in the travel, hospitality and entertainment industries. With nine operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world's premier travel and tourism brands. As a company dedicated to the global travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit www.mmgyglobal.com

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