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The U.S. travel industry has entered a dark winter. According to Skift Research’s latest U.S. Travel Tracker survey, only 32 percent of Americans traveled in November, despite the Thanksgiving holiday, a decrease from 38 percent in October. This marks the lowest travel incidence rate since May.
With family holiday celebrations, it’s no surprise that the share of staying with families goes up. In November, 28 percent of all personal travel were spent in private residency, increasing from 25 percent in October. This increase is purely at the loss of hotel stays, which went from 56 percent in October to 52 percent in November. Data from STR painted an even more dire picture for the U.S. hospitality industry. According to STR, the U.S. hotel occupancy for the week of November 22-28 fell to 36.2 percent, the lowest level since late May.