Today's Takeaways
From SCT's senior research manager, Conrad Braganza
The lessening impact of the pandemic is being met with positive leisure and business traveler sentiment; as the recovery progresses, it will be important to track how traveler sentiment and behavior aligns this year. One of the long-term impacts of the pandemic is that cleanliness is now being equated with safety. Travelers are feeling increasingly safe both in and outside their communities.

Although the impact of rising gas prices will have an impact on long-distance travel, American travelers are most excited about visiting places they’ve never been before, making a conscious effort to limit their environmental footprint while traveling, and choosing “active time” to “down time” while on vacation.

Here are some key trends to watch. Let’s dive in!

  • Although the Spring and Summer travel planning boom continues, six in ten travelers indicate rising gas prices will impact their travel plans during the next six months. Three in ten travelers say this will greatly impact their upcoming travel. Implications: Travelers may limit the number of trips they take, but also select destinations closer to home or reduce their spending on items like meals, accommodations, and souvenirs.


  • 80% of long-haul travel in the U.S. is by car. Automakers are all-in for an all-electric future. GM will only make Electric Vehicles (EVs) beginning in 2035. Although range anxiety is the most significant hurdle to EV adoption, 41% of travelers would take more road trips if EV charging infrastructure is available. Opportunity: expand EV infrastructure along frequently used corridors and in popular destinations.


  • A protracted conflict lasting into 2023 is likely to have the most significant GDP impacts in Europe but the rest of the global economy should be shielded from the worst, assuming commodity price rises remain contained.

Travel Ideologies and Preferences. Destination Analysts

  • Americans are currently most enthusiastic about family trips and romantic getaways. More than a third of American travelers are most excited about girlfriend trips, solo trips, and reunion trips this year. Americans say they are looking to travel most for fun, relaxation, finding happiness, and escaping stress.


  • A survey of 2,000 drivers revealed that 53% prefer road trips as it gives them the opportunity to travel on their own schedule. Almost a third prefer to listen to a curated playlist; 74% agreed that the journey is more important than the destination and more than half said their partner/spouse is the best person to travel with.
Occupancy Data for Hotels & Short Term Lodgings
*Please note the charts below contain different date ranges.
Air Travel Year over Year
At Charles M. Schulz Sonoma County Airport
Recent Travel by Month
At Charles M. Schulz Sonoma County Airport
STR Tracking for Sonoma County
Things to Note:

  • STR is comparing “Weekly Year Over Year.”
  • 55 of the county’s 127 hotels report to STR.
  • The average from other destinations includes: Napa, Palm Springs, Monterey, South Lake Tahoe, and Vallejo/Napa Valley.
  • For more information on how data is calculated due to hotel closures, please refer to this document.
Smith Travel Research (STR) is the recognized leader in hospitality industry benchmarking around the globe. Powered by the world's largest hotel data sample, they deliver confidential data, accurate and actionable insights, and comprehensive solutions to empower decisions. Discover how STR collects data, how it is calculated, and a glossary of terms, by clicking here. 
To get your full statistics fix, with data from STR, AirDNA, and the Charles M. Schulz Sonoma County Airport, make sure to check out the Monthly Tourism Destination Data Dashboard at sonomacounty.com/statistics.