07/31/2026
Updates 07/31/2026: Ohio's Travel Industry and Current Travel Research
TRAVEL SPENDING IS INCREASING FASTER THAN TRAVEL VOLUME, MAKING HEADLINE REVENUE GROWTH LESS INDICATIVE OF ACTUAL VISITOR GROWTH.
Ohio tourism businesses should distinguish between higher revenue caused by increased prices and growth caused by serving more visitors. Group and corporate travel are showing particular strength, while international and some leisure-volume indicators remain softer.
Key findings from the U.S. Travel Insights Dashboard, updated July 28 with June performance data:
- U.S. travel spending increased 6.2% to $122.1 billion, but travel prices rose 8.1%, indicating that higher revenue does not necessarily mean more visitors.
- Air passenger volume declined 1.3%, while overseas arrivals fell 1.8% in June and remained 4.3% lower year to date.
- Hotel revenue per available room increased 8.4%, led by urban properties at 13.7% growth.
- Group and corporate travel showed strength: DMO group demand was 8.3% above the recent average, meeting-planner optimism rose to 35%, and corporate hotel bookings were ahead for August through October.
DINING IS THE MOST COMMON TRAVEL ACTIVITY, AND VISITORS WANT LOCAL FOOD, VALUE AND CONVENIENCE.
The findings reinforce the importance of incorporating restaurants, local foods, markets, coffee shops and culinary stories into destination marketing. Tourism organizations can also help restaurants by keeping online listings current and encouraging lodging properties, attractions and frontline employees to make referrals.
Key findings from the National Restaurant Association’s, 2026 Summer Travel & Dining Trends: Key Developments Shaping Restaurant Demand, released June 30:
- 98% expect to visit a restaurant while traveling, and 84% plan to visit coffee, ice cream or other snack and beverage businesses.
- 79% want local cuisine and 88% want to try restaurants they have not visited before.
- Nine in 10 consider location and value important when selecting a restaurant, and 70% will look for specials or discounts.
- Discovery matters: 87% are influenced by personal recommendations, while 80% use online reviews, 67% social media and 64% travel review sites.
TRAVELERS ARE NOT SIMPLY LOOKING FOR THE LOWEST PRICE—THEY EXPECT DESTINATIONS TO PROVE THEIR VALUE.
For Ohio destinations and businesses, value should be communicated through distinctive experiences, convenience, authenticity and the quality of the overall trip. This means not focusing on price alone. Accurate online information is increasingly important because travelers are using AI to compare destinations and develop itineraries.
Key findings from MMGY’s 2026 Portrait of American Travelers Summer Edition, released July 9:
- 49% of Americans planned a leisure trip within the next three months; active travelers expect 3.5 trips and $5,570 in spending during the next year.
- 52% of active leisure travelers have used AI to plan a trip, up 10 percentage points; ChatGPT and Gemini are the leading tools.
- 55% are interested in traveling for a major event, including 29% for America’s 250th anniversary activities and 27% for a sporting event.
- Destinations must differentiate their experiences, communicate authentic stories and demonstrate value as competition for each trip intensifies.