Report: Summer travel could boost restaurant sales

Restaurants across the country are poised for a busy summer as travelers include dining out in their plans despite concerns about the economy and higher gas prices, a new National Restaurant Association report has found.

The report, Summer Travel & Dining Trends: Key Developments Shaping Restaurant Demand, indicates that 55% of consumers plan to take at least one overnight vacation or personal trip within the United States this summer. An additional 11% expect to travel internationally and 6% plan to do both. Younger adults, urban residents, families with children, and higher-income households are the most likely to travel.

“Restaurants are central to tourism,” says Chad Moutray, the Association’s chief economist and senior vice president of research. “We know that 30% of sales at a typical restaurant come from tourists, so operators understand travelers are to their businesses and lean into this, particularly during the summer months.”

For industry operators, those travel plans could translate into significant business opportunities. Nearly all survey respondents — 98% — said they expect to visit restaurants during their trips, making dining the most popular travel activity, ahead of shopping (85%), sightseeing (83%), or visiting beaches (76%).

Among those prospective travelers, 93% claimed they plan to dine at restaurants, while 90% said they expect to order food or beverages using takeout, delivery, or drive-thru platforms. Another 84% plan to stop at coffee shops or snack venues for beverages or treats, such as coffee or ice cream.

Perhaps most importantly, convenience and affordability rank as top priorities for consumers selecting where they want to eat. Nine in 10 respondents said location and value are important factors when choosing a restaurant during travel, and 70% noted they’ll actively look for restaurants offering daily specials, discounts, or other value promotions.

Following are some key summer dining trends cited in the report:

• During their travels, 79% of consumers want to sample local cuisine, and would choose restaurants showcasing the signature foods and beverages of their destinations 
• Culinary exploration is a strong motivator, with 88% of respondents saying they want to visit restaurants they haven’t tried before
• Digital tools and personal recommendations also factor in restaurant discovery, with 87% of consumers saying recommendations from friends and family would influence their decisions to try a new restaurant 
• When using digital tools, 80% said they’d rely on online review platforms, 67% would use social media, 64% would consult travel review sites, 58% would use delivery platforms, and 54% would turn to online reservation services for help with selections

For operators, the opportunities are great

The report also states that opportunities for restaurants exist beyond vacation travel. Nearly 4 in 5 consumers (79%) said they plan to include at least one restaurant-prepared item at at-home gatherings this summer, including family reunions, cookouts, barbecues, and holiday celebrations, such as Independence Day and Labor Day. Consumers said they’re most likely to purchase beverages (64%), side dishes (61%), main dishes (57%), and appetizers (56%) from restaurants for those events.

Restaurants could also benefit from major sporting event viewing parties this summer. The World Cup soccer tournament has attracted large viewing audiences thus far, and more are expected as the elimination rounds progress. Among survey respondents, 32% said they’d likely attend restaurant-hosted watch parties around events like it.

“The expected uptick in summer travel this year should be good for restaurants,” Moutray said, adding that consumers are still viewing restaurants as essential to their travel and seasonal celebrations, which “contrasts with the conventional wisdom that higher gas prices would keep more people closer to home.”

Download the full report