New Allianz Partners Survey Shows a Growing Majority of Americans Plan to Attend Live Events in 2022
A new survey shows that Americans crave the authentic energy and electricity of a shared experience with other fans, so it's no surprise that the return of sports, concerts and other live events figure prominently in 2022 travel plans. Survey data from Allianz Partners USA's 14th Annual Vacation Confidence Index shows that six in ten Americans expect to attend a ticketed event in 2022, while one in five expect to attend three events or more.
According to the company's latest survey, 60% of Americans plan to attend at least one ticketed event by the end of the year, with 20% of respondents planning on attending three or more events. The average number of events on calendars decreases based on the rising age of the respondent; specifically, 76% of those ages 18-34 will attend at least one event compared to 63% of 35-54-year-olds and only 45% of those 55 and older. A similar pattern emerges for those planning on 3+ events this year – 28% of 18-34-year-olds drops to 23% of 35-54-year-olds and only 12% of seniors age 55 and older. Men also lead the event comeback, with 63% planning to attend at least one event compared to 57% of women.
"Entertainment is a huge part of the American travel landscape, with fans eager to punch their ticket to fun," says Daniel Durazo, director of external communications for Allianz Partners USA. "The lifting of mask wearing and COVID testing requirements has helped bolster fan demand while event ticket insurance can help protect ticket buyers against losing their investment when they can't make their event due to an unexpected illness or another covered situation."
As performers and producers worked to find the right balance of indoor and outdoor venues to appeal to fans, respondents have indicated they are ready for live engagements that take them beyond their living room streaming experience and are purchasing tickets to complement their travel plans. With the overall spend on travel reaching record levels this year, nearly half (44%) have indicated they're likely to visit both indoor and outdoor event venues while traveling.
Headed into the second half of the year, music tours return with a vengeance, long-awaited blockbuster movies are back up on big screens, festival gates swing wide, Broadway stages pull back the curtains, sports arenas showcase athletic talent, and theme parks welcome thrill-seekers. The result is a 5-point increase from the previous year's efforts to make a successful return of large-scale and ticketed events.
The Vacation Confidence Index has been conducted each summer since 2009 by national polling firm Ipsos Public Affairs on behalf of Allianz Partners USA. A vacation is defined as leisure travel of at least a week to a destination at least 100 miles from home.
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