(article was recently posted in Travel Agent post)
Culinary travel continues to boom, according to a new report from AAA.
AAA’s latest travel survey found that an estimated 22 million Americans expect to take a culinary-focused vacation in the next 12 months. Seventy-five percent of Americans feel that food and dining are an important part of their travel experiences and four in five say they have engaged in such unique activities as touring wineries and distilleries, eating with local families and engaging in hands-on experiences such as cooking classes led by local chefs while traveling.
“There is no better way to learn about a destination and immerse yourself in the local culture than by experiencing its unique food and dining customs,” said Bryan Shilling, AAA managing director of travel products and services, in a written statement.
The younger generation is particularly interested in culinary travel, AAA said, with 88 percent of Millennials having participated in food-related experiences while vacationing, outpacing members of Generation X and Baby Boomers. In fact, 43 percent of AAA travel agents report a recent increase in the number of members planning culinary-focused vacations, with most planning foodie trips to Italy, France and Spain. Ironically, however, travel agents also say that one of the top mistakes travelers make when preparing for an international trip is not planning their meals and activities in advance.
“Travelers spent an average of $63 per person, per day on food and dining purchases during their last vacation,” said Shilling. “Meals can quickly become a significant portion of a family’s vacation budget. That’s why planning ahead is key to enjoying a memorable culinary vacation.”
AAA’s report presents the findings of a telephone survey (landline and cell phone) consisting of 1,013 adults living in the continental United States. Interviewing for this survey was conducted March 9-12, 2017. This study has an average statistical error of ±3.8 percent at the 95 percent confidence level for all U.S. adults, AAA said. Additionally, AAA and CAA travel executives responded to an online survey conducted February 10-24, 2017. Each travel executive was asked to respond on behalf of all travel agents at their club, and responses were weighted by the number of full-time travel agents at that club. The club travel executive survey represents the input of 2,110 AAA/CAA travel agents.