Culinary Study Results – Part One

With the exception of selfies, babies and animal memes, food is perhaps the most common subject of social media posts. Foodie culture has arguably reached mainstream status. For many travelers, experiencing new and different foods is one of the best parts of traveling. But how important is food when planning an international trip? How adventurous are travelers when it comes to their palate? Brand USA fielded a study in Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, South Korea and the United Kingdom in December 2014 to better understand the influence and importance of dining and food on travel decisions.

Destination Traits

The United States is the country that international travelers are most interested in visiting by far, followed by Australia, Spain, France and Italy (See Figure 1). When asked what traits made their chosen destination a desirable place to visit, travelers responded with a unique pattern for each destination. The desire to visit the U.S. is most strongly driven by natural landscapes and cultural attractions. Australia attracts visitors for its beautiful natural landscapes and beaches. Spain’s special events (festivals, concerts, sports, etc) draw the interest of travelers. Italy and France are known for their cultural and historical attractions.

Natural features and landscapes are the top draw for most markets, followed often by cultural attractions. While dining is not the considered the strongest attraction for any country, travelers interested in visiting Italy are the most likely to be motivated by its food. U.S. visitors are the least likely to be motivated by its food.

Figure 1: Importance of Traits for Top Destinations

Food Preferences when Traveling

The vast majority of travelers are open to trying local cuisines to some extent when traveling but still want some familiar foods. Most travelers like a balance of both worlds, either mixing local and familiar foods or trying local specialties as part of their meals. Only 16 percent of travelers expressed an interest in eating like a local, which highlights the great importance of access to comfort food. A small percentage, one in ten travelers, prefers to eat only familiar foods that they can get at home.

French and Chinese travelers are most likely to want to eat like a local, at 28 percent and 27 percent respectively. The majority of Chinese travelers, however, are not so daring – 53 percent either want to stick with familiar food or try just a few local specialties. Catering to a taste of home remains a very important element of making most Asian travelers comfortable. Japanese travelers are even more attached to familiar tastes than Chinese travelers. Although it is uncommon for Japanese travelers (4 percent) to want to stick with only familiar foods, 63 percent prefer to try a just a few local specialties. While Indian travelers are more likely to incorporate local foods (47 percent prefer a mix), just one in ten Indian travelers seeks out a purely local food experience.

Figure 2: Dining Preferences When Traveling

For destinations that seek to attract and create great experiences for travelers from different cultures, it is important to not only highlight great dining experiences that are uniquely American, but also the best of its diverse food options. As a nation with a strong immigrant foundation, the U.S. has a powerful opportunity to differentiate itself by showcasing its multi-ethnic food experiences that may be comfort food for some, and an exotic treat for others.