The US in an ‘Empire State of Mind’ this Independence Day

An analysis of domestic travelers in the US during the 4th of July weekend.

With schools being closed and adults getting time off, there is no better opportunity for a quick summer getaway. While a few may have chosen to stay homebound, the majority of people living in America chose to watch the fireworks in another city. In fact, this Independence Day saw record-level traveling which was an estimated 4.1 percent higher than last year.

Seeing the anticipated increase in travel, we studied data in the Near platform to understand America’s footprint this 4th of July weekend. For the purpose of this study, only domestic travelers were considered and the data collected was between June 28 and July 7.

Here are some insights from the study on America’s 4th of July travel.

  • Last year on Independence Day, the most traveled destinations within the US were California, Texas, Florida and New York. Au contraire, this year New York was the most popular destination which saw a majority of people coming from Florida, followed by Chicago, Austin, Los Angeles and Seattle and San Francisco.
  • While sunny New York had maximum incoming travelers, it also had the highest number of travelers leaving the city. The preferred destination for New Yorkers was Seattle followed by Los Angeles.
  • The second most popular destination for people living in the US was Florida with the highest number of travelers coming from Chicago (38%), 30% from Austin and 22% from New York; followed by LA which saw an influx of travelers from San Francisco and New York.
  • Austin was the least preferred destination for travel.

Women seemed to dominate this year’s domestic tourism landscape as a higher number of females were seen traveling from Chicago, New York, San Francisco, Seattle and Florida (as compared to other cities) whereas there were more men seen traveling from Austin.

For brands to survive, providing personalized consumer experiences both online and in-store is key. With enhanced data and actionable insights, brands can do a lot more this holiday season to win customers and increase sales.