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This priority is also apparent in the travel sector. 83% of Gen Z travelers show interest in booking sober experiences, according to a Contiki survey. 鈥淕en Z is averse to labeling so many of their identities,鈥� said Graham. 鈥淢ore people feel comfortable labeling themselves as sober, but it can also be limiting.鈥�.

The travel industry will spend nearly $6.8 billion on digital advertising this year, but it will only account for 2.6% of total US digital ad spending. Among the 10 industries we track, travel is by far the smallest, but it鈥檚 set to lead the pack in growth for the third year in a row.

Despite rising prices, demand for travel continues to grow after years of pandemic lockdowns and travel restrictions. Our research team takes a look at loyalty program users by generation and how to keep them booking.

Inflation hasn鈥檛 made a dent in travel demand: Airbnb, Marriott, and United all reported strong Q4 earnings despite higher prices for airfare and lodging.

Digital ad spend by the US travel industry will grow by 14.3% this year for a total of $6.79 billion, according to our forecast.

Travelers may want to let loose on vacation, but they want their premium travel credit cards to be locked down tight. The most in-demand feature of these cards is free identity theft insurance, with 53% of prospective users in the US saying it was 鈥渆xtremely valuable鈥� to them, according to our 鈥淯S Premium Travel Credit Card Emerging Features Benchmark 2022鈥� report.

Airlines and card issuers are raising redemption thresholds on loyalty perks as travel demand roars back.

Nearly half of US millennials are members of a travel loyalty or rewards program, the highest among all generations, according to a Morning Consult survey. The higher their income, the more likely US adults are to belong to such a program鈥攎ore than three-quarters of those earning $100,000 or more hold a membership.

Luxury spending in the US is returning to historical norms: Shoppers are increasingly focused on saving money and travel.

On today's podcast episode, we discuss the travel rebound and how tech is helping it out, how Black Friday football (with a side of online shopping) performed this year, will X (formerly Twitter) go bankrupt next year, a new way to stream NBA games post-cable, what to expect from ChatGPT next year, why your passport is the color it is, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.

On today's episode, we discuss if Twitter is actually getting worse, whether folks will want to become "Meta Verified," what it looks like to digitally insert yourself as a player into a live basketball game, whether Airbnb's recent performance is reflective of the overall travel market, what paid family leave looks like in the US and in different countries, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, director of forecasting Oscar Orozco, and analyst Max Willens.

On today's episode, we discuss whether we're finally back to pre-pandemic travel levels, the most interesting parts of the 2023 Consumer Electronics Show, how best to support LGBT+ causes, if the future of sports is actually streaming, what to make of new state-level data privacy rules, what the best universities in the US are, and more. Tune in to the discussion with our analyst Blake Droesch, director of forecasting Oscar Orozco, and vice president of Briefings Stephanie Taglianetti.

On today's episode, we discuss whether there's room in people's streaming lives for the new service "Max," the significance of Montana preparing to become the first state to ban TikTok, why Expedia wants ChatGPT to be your travel advisor, a March Madness finals ratings surprise, YouTube TV launching its multiview feature, where the tradition of sports jersey numbers being retired came from, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of Briefings Jeremy Goldman, and director of forecasting Oscar Orozco.

The company鈥檚 popular podcasts and in-car business allow advertisers to reach consumers in intimate settings, helping their ad dollars travel farther.

Fairbank said growing this network, especially in popular travel destinations, will be an investment priority after the merger. He also said to mitigate the issue, Capital One could start by only switching over cards that aren鈥檛 frequently used by international travelers. Our take: While the merger still has hurdles to overcome before it becomes official, both issuers are optimistic about its future.

The National Institutes of Health (NIH) suffered an external communications blackout and travel bans. It had to cancel meetings that will delay decision-making about what medical research to fund next.

"Ninety-one percent of consumers say they read [online reviews] before they make a purchase," our analyst Suzy Davidkhanian said on the "Behind the Numbers" podcast. 59% of US shoppers are most influenced by honest creator reviews, according to a September 2024 survey by Bazaarvoice and Savanta. 31% of US adults use review and rating websites to research and plan their travel itineraries, per August 2024