Looking for your next family adventure? It could be closer than you think! Forget pre-planned excursions or long-haul drives — you can find wonder, fun, and new experiences within a few hours from home. Whether you’re looking for an outdoorsy spot or one-of-a-kind eats, there’s a place for you to explore.
We teamed up with Goodyear to put you in the driver’s seat for your next micro-adventure — now all you have to do is get moving.
Q: When thinking about the next six months, what best describes your interest
in travel?
Q: Please select the travel activities that you’ve participated in this past summer
and what activities do you plan on doing over the next 6 months.
Q: Since May, how many hours (one way) did you normally spend during an average road trip?
(Select best option)
Addendum
Q: Please rank what is the most important for you
right now when considering to spend
the night somewhere when you travel
(1=Most Important, 6=Least Important)
OIYS - West
#1 Good Location
#2 Price
#3 Sanitizing procedures and communications about policy
#4 Amenities
#5 Unique lodging
#6 Brand loyalty
OIYS - Midwest
#1 Price
#2 Sanitizing procedures and communications about policy
#3 Good location
#4 Amenities
#5 Unique lodging
#6 Brand loyalty
OIYS - Northeast
#1 Sanitizing procedures and communications about policy
#2 Good location
#3 Price
#4 Amenities
#5 Unique lodging
#6 Brand loyalty
OIYS - South
#1 Good Location
#2 Price
#3 Sanitizing procedures and communications about policy
#4 Amenities
#5 Unique lodging
#6 Brand loyalty
OIYS - West
OIYS - Midwest
OIYS - South
OIYS - Northeast
Overall Results
#1 Price
#2 Good location
#3 Sanitizing procedures and communications about policy
#4 Amenities
#5 Unique lodging
#6 Brand loyalty
Overall
Extremely interested
42%
Somewhat interested
35%
Not sure/Neither interested or not interested
10%
Somewhat uninterested
6%
Extremely uninterested
/ Too risky
7%
*Of those that have gone on roadtrips
(Omitted those that selected ‘Have not gone on any road trips’)
52%
51%
23%
54%
53%
2-5 hours
Less than 2 hours
6-10 hours
More than 10 hours
49%
39%
8%
4%
24%
16%
8%
26%
13%
7%
10%
15%
27%
7%
14%
(Select best option)
(Select all that apply)
n= 10,749
Overall, n= 12,015; West, n = 2,048; Midwest, n = 3,068; South, n = 3,730; Northeast, n = 1,707
Overall, n= 10,646; West, n = 1,776; Midwest, n = 2,784; South, n = 3,309; Northeast, n = 1,540
Go on a road trip
Take a day trip (50+ miles from home with no overnight stay)
Travel for a holiday
Get on an airplane
Plan/research for a trip
Visit local sites/landmarks
Stay at hotel
Travel for Holiday
Research coronavirus rules & regulations for destination
55%
49%
58%
52%
46%
32%
13%
13%
8%
Past 6 months
Next 6 months
68%
68%
66%
60%
52%
52%
37%
37%
28%
Stay at campground
Stay at family or friend’s place
Stay at hotel
Travel in car
Travel on a plane
Travel within your state
18%
7%
16%
3%
47%
4%
Very
uncomfortable
Somewhat
uncomfortable
Somewhat
comfortable
Very
comfortable
Unsure/Neither
comfortable or
uncomfortable
11%
16%
27%
3%
22%
13%
32%
17%
17%
8%
14%
14%
15%
23%
24%
16%
10%
29%
24%
38%
17%
70%
7%
41%
n= 10,749
(Select best option for each row)
Q: What best describes your current comfort level in the following behaviors?
For inquiries or additional information,
please contact advertise@onlyinyourstate.com
When considering overnight stays, sanitizing procedures are both the biggest and smallest concern for travelers
Conclusions and Recommendations
Travelers are still looking for great values and great locations—more so than sanitizing protocols
Lean into seasonal messaging and how a road trip this holiday season could be a perfect getaway when you can’t fly to visit grandma and grandpa
Consider creative that speaks to a wide number
of accommodation
options—and play to the fact that this is a great time to stay with family and friends
Focus marketing and communications to cities within a 5 hour drive
Q: Please rank what is the most important for you right now when considering to spend the night somewhere when you travel?
1 = Most Important, 6 = Least Important
Price (#1 Rank based on average rank)
Good Location (#2)
Sanitizing procedures and communications about policy (#3)
Amenities (#4)
Unique lodging (#5)
Brand loyalty (#6)
24%
24%
38%
6%
7%
7%
1
28%
26%
14%
15%
11%
7%
2
21%
22%
13%
23%
15%
9%
3
14%
15%
12%
28%
18%
12%
4
9%
10%
13%
21%
24%
19%
5
5%
4%
11%
8%
24%
46%
6
Q: What best describes your current comfort level in the following behaviors?
(Select best option for each row)
Stay at hotel
Travel on a plane
Peer-to-peer lodging (Airbnb, Homeaway, etc.)
Stay at campground
Public transit (trains, buses, etc.)
Stay at family or friend’s place
16%
47%
27%
18%
47%
7%
Very
comfortable
Somewhat
comfortable
Unsure/Neither
comfortable or
uncomfortable
Somewhat
uncomfortable
Very
uncomfortable
27%
22%
21%
11%
24%
16%
17%
14%
28%
32%
18%
17%
24%
10%
14%
15%
6%
23%
17%
7%
10%
24%
4%
38%
People are starting to get comfortable again with staying at hotels — especially relative to getting
on a plane
While we know most people are flying less, that fear of flying will most likely continue for the near future with only 28% of respondents saying they will “get on a plane” in the next 6 months
What’s more, nearly a quarter (26%) of respondents say they have permanently decreased the frequency they fly because of COVID-19
And for those who have temporarily decreased flying, there maintains a very high level of discomfort with it (69% are very or somewhat uncomfortable with flying)
Ranked #2
in travel and information category on Comscore
monthly sessions
Over 25 million
social media fans
12 million
newsletter subscribers
2 million
of respondents report being somewhat or extremely interested in any kind of travel in the next 6 months
77%
55%
have gone on a road trip this summer and 89% are planning on going on one in the next 6 months
From April to September, nearly twice as many people reported visiting an attraction (state park, monument, landmark, etc.) in the past 2 weeks.
will plan and research a trip in the next
6 months
7 out of 10
The majority of respondents are interested in road trips that are 2 to 5 hours in drive time one way
How our readers feel about travel right now:
While many are reconnecting with nature on their COVID-travels, there are other clear motivators for travel
Americans are still making travel plans.
They’re re-embracing the great American road trip.
of respondents are interested in outdoor and nature when it comes to their travel
74%
are interested in traveling to unique, one-of-a-kind attractions
67%
want to explore seasonal events in their travels
7 out of 10
2020 Fall Travel Study
About OnlyInYourState
In September 2020, OnlyInYourState conducted a travel consumer study with over 12,000 respondents. Below are the highlights about consumer travel sentiment and full results are listed in appendix.
Pick Your Adventure:
natural
wonders
Unique
Restaurants
Historic
Gems
Roadside
Attractions
How To Plan Your Next Day Trip
• Strong, heat-resistant DuPont™ Kevlar® is integrated
• Deeper, wider grooves mean more traction and control,
• A 70,000-mile tread-life limited warranty takes your
• Balanced tread and a proven sidewall design delivers
Next time you’re prepping for a quick micro-adventure,
you can rely on your tires to get you there safely. Whether you’re visiting a museum or searching for a hidden waterfall, Goodyear’s Wrangler Steadfast HT™ tire will give you the confidence to handle what the road has to offer.
Wrangler Steadfast HT™
Get Moving
Spontaneous Adventure Is Closer Than You Think With These 5 Unique Day Trip Ideas
Read more
natural
wonders
Unique
Restaurants
Roadside
Attractions
Historic
Gems
in partnership with
Engineered With Life’s Adventures in Mind
Looking for your next family adventure? It could be closer than you think! Forget pre-planned excursions or long-haul drives — you can find wonder, fun, and new experiences within a few hours from home. Whether you’re looking for an outdoorsy spot or one-of-a-kind eats, there’s a place for you to explore.
We teamed up with Goodyear to put you in the driver’s seat for your next micro-adventure — now all you have to do is get moving.
into the tire treads to help you take on life’s detours
even on the rainiest of days
adventure further
a smooth and quiet ride
• Strong, heat-resistant DuPont™ Kevlar® is integrated
• Deeper, wider grooves mean more traction and control,
• A 70,000-mile tread-life limited warranty takes your
• Balanced tread and a proven sidewall design delivers