This Summer’s Hottest Club: the Snowbelt
What’s the first destination that comes to mind when thinking about summer? The beach? Europe? What about Idaho? It might be surprising to some to learn that Americans flee to the “Snowbelt” during the summer months. With travelers planning to save money this year by driving instead of flying, Deloitte is reporting that 2/3rds of Americans will road trip this summer—an increase from 56% in 2023 and 57% in 2022.
“Our fueling data from recent years reveals unusually high summertime activity in remote areas of northern US states. We know that people are seeking out space and outdoor activities, along with milder temperatures. With consumers taking more of these unplugged vacations, advertisers have an opportunity to supplement their audience reach in unique ways, such as by delivering video at the pump." - Lauren Lazarus, VP, Insights & Analytics, GSTV
While this time of year is most often associated with beach destinations, GSTV transaction data from Summer 2023 shows that fueling increases are strongest in Northern markets including:
Idaho Falls, ID
Springfield, MO
Joplin-Pittsburgh, MO-KS
Johnstown-Altoona, PA
Rapid City, SD
Marquette, MI
Sioux City, IA
Traverse City-Cadillac, MI
Minot-Bismarck, ND
Spokane, WA
So, why are Americans driving in droves to these unexpected destinations? Camping! Nearly 85MM Americans went camping in 2023, including 20MM new campers since 2021 (Dyrt’s 2024 Camping Report). Not only are more and more Americans camping, but road-tripping in general will hit a three-year high.
Looking to Avoid the Crowds?
While some are headed to hot spot areas, others are expected to avoid the crowds. For those looking for quieter getaways, the following cities had less pronounced fueling increases in Summer 2023:
Greenville-New Bern-Washington, NC
Binghamton, NY
El Paso, TX
Syracuse, NY
Tucson, AZ
Harrisburg-Lancaster-York, PA
Albuquerque-Santa Fe, NM
Chico-Redding, CA
Reno, NV
Wheeling-Steubenville, WV-OH
Buffalo, NY
Nevertheless, these spots should not be overlooked. Proximity to lakes, as well as lower prices, could make these desirable destinations for budget travelers looking to avoid large crowds.
With advertisers aiming to follow the crowds this summer, this is the perfect opportunity for brands to reach road-trippers and seasonal travelers—whether they’re headed to the hottest parts of the country or keeping cool in some untapped destinations.
Check out our 2024 Summer Travel Trends Infographic to learn more about our travel predictions this road trip season!