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Chipotle and McDonald’s are two major players in the fast-casual and quick-service dining scene. With the year's first half behind us, we take a look at how foot traffic to these dining giants performed – and what might lie ahead in the second half of the year.
The wider retail and dining world continues to work through the challenges of inflation and new tariff concerns. But McDonald is focusing on its future, with major expansion plans and menu changes in the works. The chain is bringing back fan favorites, introducing new products, and debuting a new beverage line inspired by its now-defunct CosMc chain.
And the data suggests that these changes are helping drive visits, with the chain outperforming the wider QSR segment in Q2 2025. With the chain continuing its menu innovations in H2 2025 and a major expansion on the horizon, the positive Q2 2025 trends may signal a strong H2 ahead.
McDonald's expansion strategy is ambitious, with plans to open 900 locations around the country by 2027. Where should the chain open these new restaurants to ensure they meet a ready demand?
Diving into YoY same-store visits by state in H1 2025 reveals that much of McDonald's same-store visit increases were concentrated in the western United States, with the Southwest standing out as a particularly strong locus of growth. Nevada, Utah, and Arizona in particular saw YoY same-store visit growths of 4.9%, 4.2%, and 3.4%, respectively – suggesting that diners in these states may be particularly receptive to new McDonald's restaurants.
Chipotle has been a dining powerhouse over the past few years, consistently expanding its presence while maintaining visit growth. Indeed, visits to the chain increased 0.7% YoY in Q2 2025, slightly outpacing the 0.5% increase in visits for the wider fast casual segment.
Meanwhile, visits per location trends tell a slightly different story – the average number of visits per venue fell in Q2 '25 even as visits per venue remained flat in the wider fast casual segment. Some of the dip is likely due to lapping the successful Chicken al Pastor launch and to the Easter calendar shift, which made for a difficult comparison. But the dip had narrowed to just -1.5% by June 2025, suggesting that the chain may be seeing the impacts of its latest menu additions.
But even as Chipotle's visits per location trends trail slightly behind the wider fast casual segment, the chain's overall visit growth has helped capture a growing share of fast-casual visits in recent years despite the rising competition in the segment. In Q2 2025, more than a quarter (26.0%) of fast casual visits went to the fast casual giant – a significant increase from its 20.3% relative visit share in Q1 2019.
And the chain has no plans of slowing, with a goal of opening between 315 and 345 new restaurants in 2025 – setting Chipotle up for continued growth within the dining sector.
Chipotle and McDonald’s continue to drive visit growth even as the wider dining space experiences challenges.
Will visits grow further in H2, or will economic headwinds slow down these upward trends?
Visit Placer.ai/anchor for the latest data-driven dining insights.
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Following years of volatility and multiple bankruptcies filings, JOANN – the 82-year-old fabric and craft retailer – shuttered its final stores in May 2025, with many stores already closing in April 2025. But diving into traffic trends for some of JOANN's competitors suggest that JOANN's bankruptcy and ultimate closure was not necessarily the result of lowered demand for crafting supplies.
Year-over-year (YoY) visit trends to JOANN stores were mostly stable prior to the closure announcements, and traffic skyrocketed as consumers descended on the bargain-priced fabrics and sewing supplies during the chain's liquidation sales. And since the closures, visits to other crafting retailers has skyrocketed, with traffic to Michael's – JOANN's main competitor that even bought chain's intellectual property – up 9.2% YoY in June 2025.
JOANN is not the only hobby and crafts chain to go bankrupt over the past twelve months – Party City, which had filed for bankruptcy in 2023, also shut its last remaining stores in February 2025. And though Party City's main focus may have been party supplies, the retailer also carried an assortment of arts and crafts supplies. This means that in H1 2025 two craft-forward legacy retailers permanently shut down.
So what brought JOANN and Party City down? While several factors contributed, one significant challenge faced by both companies was their size. Although JOANN had a loyal following in some circles, the retailer's brick-and-mortar footprint was relatively moderate – in 2024, JOANN received less than half as many visits as Michaels, due in part to its significantly smaller store fleet. Party City was even smaller, receiving less than half the visits going to Hobby Lobby last year.
This means that Party City and JOANN likely lacked the economies of scale and marketing dominance of the Hobby Lobby and Michaels – making it harder to stay afloat in an increasingly competitive market. And Party City and JOANN's mid-size brick-and-mortar footprint likely also made it more difficult to compete with mass merchants such as Walmart and Target.
But if the market consolidation forces of recent years drove JOANN and Party City out of business – what to make of the endurance of tiny Blick and its 0.3% visit share? The answer to that may lie in another trend. The bifurcation of consumer spending since COVID has sustained demand for premium, quality brands and products alongside significant growth for value-oriented retail chains. And looking at the trade area median household income for the five analyzed chains highlights Blick's affluent visitor base – and suggests that the chain has successfully positioned itself as a premium purveyor of quality arts supply.
This in turn allows Blick to operate in a wholly different field where it is not competing directly with the Hobby Lobbies (or Walmarts) of the world. Instead, it has carved out a defensible niche where the defining competitive metric isn't price, but the quality and curation of its products.
The divergent paths of JOANN and its competitors highlight the new realities of the craft retail market, where operating without the scale of a Michaels or the premium, defensible niche of a Blick can create a significant liability.
For more data-driven retail insights, visit placer.ai/anchor.
Retail media networks – advertising platforms enabling third parties to promote products and services on a retailer’s websites, digital apps, brick-and-mortar stores, or across partners’ digital properties – have firmly entered the mainstream. Major chains across industries now allow sellers direct access to consumers at the critical point of purchase. And since most shopping still takes place offline, retailers are increasingly expanding their in-store retail media offerings – through digital signage, in-store audio, sampling stations, and in-app features that appear when a customer is physically in the store.
But what do location analytics tell us about the relationship between online and offline retail in 2025 – and the potential role of brick-and-mortar retail media in driving consumer engagement? We dove into the data to find out.
A closer look at several chains that are heavily investing in brick-and-mortar retail media reveals how the in-store / online mix varies by both retailer and season. Unsurprisingly, Kroger’s unique physical visitors outpaced unique website visitors (desktop and mobile) during every quarter. In contrast, The Home Depot’s in-store visitors were closer to its online traffic – occasionally dropping below it in Q1 2025. Target, Lowe’s, and Walmart fell somewhere in between these two extremes.
Interestingly, all chains analyzed attracted more physical visitors in the spring and summer (Q2 and Q3) than in the fall and winter. For both retail media networks and their advertising partners, understanding the interplay between online and offline traffic is crucial for optimizing advertising strategies.
Walmart has emerged as a leader in brick-and-mortar retail media. Through Walmart Connect, the company provides partners with a variety of in-store advertising solutions, including digital screens, in-store radio, on-site demos, and sponsored events at Walmart locations. And non-endemic brands – ranging from restaurants to financial services – can also tap into both Walmart’s online and offline retail media networks.
And foot traffic data shows that the ratio of online to offline Walmart visitors differs greatly throughout the country. In the South Central region, including Texas, Walmart’s physical stores saw 85.0% more unique visitors in May 2025 than its website. But in the Northeast, the gap narrowed to just 8.4%. So advertisers may find cost-effective opportunities by tailoring campaigns to regional traffic tendencies.
The relative size of Walmart’s state-wide markets also varies by channel. In May 2025, Texas accounted for 10.2% of Walmart’s unique in-store visitors, making it the top regional brick-and-mortar market. Yet online, California took the lead at 12.1% of total website visitors. So advertisers aiming for the biggest in-store crowd might choose Texas, while those focused on digital reach could invest more in California. Florida, meanwhile, remained the third-largest market for both online and offline traffic, grabbing about 7.0% of each.
Though offline shopping continues to dominate, the numbers show that neither channel exists in a vacuum. And given how shopper preferences differ by region and season, brands that harness both online and offline data can craft more relevant, impactful campaigns.
For more data-driven retail and advertising analysis follow Placer.ai/anchor.
The grocery segment has never been more competitive, and Aldi, Trader Joe’s, and Lidl have consistently emerged as top players. The three chains share similarities: all offer a limited assortment of groceries and tend to operate at lower price points – however, each one is carving out its own distinct path to growth.
We take a closer look at their performance in H1 2025 to uncover what might be contributing to their continued success.
Aldi, Trader Joe’s, and Lidl have established themselves as formidable players in the grocery segment, consistently thriving despite a challenging market. And diving into H1 2025 underscores their impressive success.
The three grocery chains enjoyed consistently elevated visits in H1 2025, significantly outpacing the wider grocery segment. While overall grocery visits increased by 1.8% YoY, Aldi’s visits grew by 7.1%, Trader Joe’s by 11.9%, and Lidl posted growth of 4.9% during the analyzed period. The three chains also outpaced the wider industry in terms of average visit per location growth.
This strong H1 performance is extra impressive given how well the three chains have performed in recent years. And diving into individual metrics for each chain can further show how they are thriving – and what might lie behind their success.
Trader Joe’s, known for its whimsical and community-centric approach to grocery shopping, got its start in Pasadena, California. Since then, the chain has expanded to nearly 600 locations across the country – but California remains its most significant market. The company operates over 200 locations in the Golden State alone and recently announced plans to expand its footprint within its largest market.
Examining the visitor share among California’s top grocery chains, including major players like Safeway, Ralphs, and VONS, highlights just how well Trader Joe’s is performing in the state. While these chains maintained relatively stable visit shares over the past few years, Trader Joe’s saw its relative visit share grow from 13.2% in H1 2019 to 15.7% in H1 2025. This success underscores the value of investing in product and community – two areas where Trader Joe’s excels.
Aldi, the German grocery giant, derives much of its success from its impressive operational prowess. The chain is laser-focused on maximizing efficiency and streamlining operations in a bid to keep overhead low and customers coming through its doors. And its efforts seem to be paying off – the chain is one of the fastest-growing grocery chains in the nation. Over the past few years, Aldi has opened new stores at a rapid pace, acquiring smaller chains in pursuit of its goal of opening an additional 800 stores by 2028.
And crucially, even as Aldi expands its footprint, the chain continues to draw more average visits per location. Average visits per location were 1.6% higher than they were in 2024, 17.4% higher than in 2023, and 26.7% higher than in 2022. This signals that its new stores are being met by sustained and growing shopper interest instead of cannibalizing foot traffic from existing locations.
This model allows Aldi to grow its footprint and customer base simultaneously and demonstrates an impressive capacity to meet – and create – continued demand for its offerings.
Like Aldi, Lidl emigrated to the United States from Germany – and the chain offers a similar promise of limited-assortment products and lower prices. Diving into visitor demographics at the chain highlights where Lidl shines – and where it has room to grow. Between 2019 and 2025, the chain grew its share of suburban, wealthy, and older segments – but the share of visitors falling into the “Singles and Starters” demographic segment shrunk.
Lidl has been adding new stores in recent months, and while it has certainly leaned into its thriving suburban segment, new locations are also appearing in major cities. This push beyond its established wealthy, suburban roots suggests Lidl may be looking to broaden its appeal to a more diverse urban consumer base.
Trader Joe’s, Aldi, and Lidl continue to thrive despite a challenging retail environment – and while all chains are known for their great deals, the different price points, audiences, and focuses underscore that their success is rooted in strategies beyond their value propositions.
Will these chains continue to drive increased foot traffic in H2 2025? Visit Placer.ai/anchor for the latest data-driven grocery insights.
Summer often brings out the latest fashion trends as consumers head for coastal cities, the beach, summer vacations, and the pool. Sometimes we see new trends catch fire altogether, but summer also tends to signal to shoppers that it’s time to revitalize classic products or items already in their closets in new ways.
L.L.Bean, the outdoor lifestyle retailer and brand, has always been at the center of repeat trends. Its New England heritage lends itself to fashion moments centered around preppy or Americana dressing, and its staple products like the L.L.Bean Boot and Boat and Tote have become longstanding favorites.
Over the past few years, the Boat and Tote product specifically has had its own renaissance as consumers once again flocked to this classic style. Another trend that we can thank TikTok for, the bag became a viral sensation in 2022 as creators would embroider ironic sayings onto their bags instead of the traditional monogram offered. This year appears to be a reinvigoration of this trend, and with new inspirations coming into the fold, such as the “Boatkin”, there is plenty of runway left for the Boat & Tote to keep L.L.Bean top of mind for shoppers. The Boat & Tote also reflects the change in consumer behavior over the last few years relating to branded products and logos – consumers are opting for more subtle designs without logos that can be used for everyday activities.
L.L.Bean retail locations have certainly benefited from the virality of the Boat & Tote. Looking at 2025 traffic performance year-to-date, visits are up almost 15% compared to 2024. Against the backdrop of challenging traffic for many retail chains, this number is even more impressive.
L.L.Bean stores also fit the mold of the current formula that is working in retail – large format stores that offer a wide variety of experiences, assortments, and services that keep customers engaged for longer, with the average dwell time at 32 minutes. Related to the renaissance of the Boat and Tote in 2025, L.L.Bean stores recently added a bag charm bar to locations for consumers to adorn their bags in unique ways, leaning into current trends being seen across the accessories category. Concepts like the charm bar could make the difference in consumers choosing to shop in store instead of simply ordering online.
L.L.Bean’s focus on its iconic products despite the change in trends over time has served the brand in attracting new shoppers with each passing generation. The chain attracts visitors across suburban and rural families, Young Professionals as well as Sunset Boomers. Different generations of consumers have all found their way to L.L.Bean retail locations for different reasons, but the core products that remain have outlasted other trends.
For more data-driven retail insights, visit placer.ai/anchor.
Office supplies behemoth Staples has faced a challenging few years, contending with stiff competition from online rivals and evolving office visit trends that have reduced demand for some of its core products. Consumer cutbacks in discretionary spending driven by recent inflationary pressures have also taken their toll on the retailer, which has closed dozens of stores over the past several years.
But by remaining agile and pivoting towards services and B2B offerings, Staples has defied expectations – showing how retailers can succeed by staying in tune with shifting consumer needs and habits. We dove into the data to explore Staples’ recent visit growth and some of the factors behind its current success.
Last month, Staples brought back its iconic “That Was Easy!” button, highlighting the chain’s mission to simplify customers’ lives through products and solutions. But though Staples’ impressive traffic resurgence might appear to have been effortless, its current growth is the result of a carefully orchestrated pivot towards meeting the practical demands of shoppers in 2025.
In addition to its staple (pun intended) office and school supplies, Staples is ramping up its business-focused services. The chain recently began a pilot with Verizon to expand its tech offerings – with the explicit purpose of offering the telecom giant access to more small business visitors. The company has also expanded its onsite services, offering everything from print-while-you-wait to travel-related options like passport photos.
And a look at Staples’ foot traffic over the past several months shows these efforts are paying off. Since January 2025, visits and average visits per location to Staples have been consistently elevated year over year (YoY), with the sole exception of February, when retailers across categories were impacted by stormy weather and the comparison to a leap year. And as the year has worn on, Staples’ visitation trends have only gotten stronger, with June seeing a 10.3% increase in overall foot traffic and a 13.2% increase in average visits per location compared to 2024.
Despite the challenges of the past several years – and the closure of dozens of stores since 2019 – Staples’ foot traffic is also now higher than it was pre-COVID. In Q2 2025, overall visits to the chain exceeded Q2 2019 levels by 5.6%. And each open store is seeing far more foot traffic than it did before the pandemic, with average visits per location rising by 23.9% over the same period.
Location analytics reinforce the notion that it is Staples’ pivot to services and B2B solutions that is largely fueling this comeback.
August, for example, has traditionally been Staples’ busiest month of the year, as students and families descend on the chain to stock up on back-to-school supplies. But in recent years, the month has become less of an outlier, with traffic spread more evenly across the calendar.
Moreover, the number of frequent visitors to Staples – i.e. those who return to the chain multiple times per month – has grown steadily since 2019. Between H1 2019 and H1 2025, the share of customers visiting Staples at least twice a month on average edged up from 12.0% to 12.8%, and the proportion of those making three or more monthly visits climbed from 3.5% to 4.9%. This shift points to a consumer base increasingly reliant on Staples for ongoing needs rather than episodic purchases.
Staples’ recent visit success sheds light on the power of pivoting to meet shifting consumer demands. By emphasizing services and leaning into B2B offerings, Staples has transformed itself into a go-to destination for new audiences – reinforcing the importance of adaptability and innovation in retail.
For more data-driven retail analyses, visit Placer.ai/anchor.
In today’s retail landscape, consumer behavior is influenced by a multitude of factors, directly impacting the success of products and brands. This report explores the latest trends in value perception, shopping behavior, and media consumption that impact which brands consumers are most likely to engage with – and how.
In the apparel space, consumers continue to prioritize value and unique merchandise.
Analysis of visits to various apparel categories reveals a steady increase in the share of visits going to off-price retailers and thrift stores at the expense of traditional apparel chains.
And the popularity of off-price chains and thrift stores appears to be widespread across multiple audience segments. Analyzing trade area data with the Experian: Mosaic psychographic dataset reveals a clear preference for second-hand retailers among both younger (ages 25-30) and older (51+) consumer segments. Meanwhile, middle-class parents aged 36-45 with teenagers – the “Family Union” segment – are significantly more likely to shop at off-price apparel stores, highlighting their emphasis on buying new, while saving both time and money.
This suggests that the powerful blend of treasure-hunting and deep value, central to both the off-price and thrift experiences, is driving traffic from a variety of audiences, and that other industries could benefit from combining affordability with the allure of unique products.
Diving deeper into the location intelligence for the apparel space further highlights thrift and off-price’s broad appeal – and that a combination of quality and price motivates consumers to visit different retailers.
Between 2019 and 2024, the share of Bloomingdale’s, Saks Fifth Avenue, Neiman Marcus, and Nordstrom visitors that also visited a Goodwill or Ross Dress for Less increased significantly.
And while this could mean that the current economic climate is causing some higher-income consumers to trade down to lower-priced retailers, it could also be that consumers are prioritizing sustainability and seeking value in terms of “bang for their buck” – shopping a combination of retailers depending on the cost versus quality considerations for each purchase.
Consumers increasingly expect to shop on their own terms, opting for a more flexible shopping experience that blurs the lines between traditional retail channels and categories.
Superstores and warehouse stores, for example, often evoke the image of navigating aisle after aisle of nearly every product imaginable – a time-consuming endeavor given the sheer size of their stores. But the latest location intelligence shows that more consumers are turning to these retailers for super-quick shopping trips.
Between 2019 and 2024, the share of visits lasting less than ten minutes at Target, Walmart, BJ’s Wholesale Club, Sam’s Club, and to a lesser extent Costco, rose steadily – perhaps due to increased use of flexible BOPIS (buy online, pick-up in-store) and curbside pick-up options. These stores may also be seeing a rise in consumers popping in to grab just a few items as-needed or to cherry-pick particular deals to complement their larger online shopping orders.
This trend highlights the demand for frictionless store experiences that allow visitors to conveniently shop or pick up orders even at large physical retailers.
And the breaking down of traditional retail silos isn’t limited to big-box chains. Diving into the data for quick service restaurants (QSR), fast casual chains, and grocery stores indicates that more consumers are also looking for new ways to grab a convenient bite.
Since 2019, grocery stores have been claiming an increasingly large share of the midday short visit pie – i.e. visits between 11:00 AM 3:00 PM lasting less than ten minutes – at the expense of QSR chains. This suggests that consumers seeking quick and affordable lunches are increasingly turning to grocery stores to pick up a few items or take advantage of self-service food bars. Notably, the rise in supermarket lunching hasn’t come at the expense of fast-casual restaurants, which have also upped their quick-service games – and have seen a small increase in their share of the quick lunchtime crowd over the past five years.
While some of QSR’s relative decline in short lunchtime visits could be due to discontent with rising fast-food prices, it’s clear that an increasing share of consumers see grocery and fast-casual chains as viable options during the lunch rush.
In 2025, tapping into hot trends and creating viral moments are among the most powerful tools for amplifying promotions and driving foot traffic to physical stores.
Retailers across categories have successfully harnessed the power of pop culture collaborations to generate excitement – and visits – by leaning into trending themes. On October 8th, 2024, for example, Wendy’s launched its epic Krabby Patty Collab, inspired by the beloved SpongeBob franchise. And during the week of the offering, the chain experienced a remarkable 21.5% increase in foot traffic compared to an average week that year.
Similarly, Crumbl – adept at creating buzz through manufactured scarcity – sparked a frenzy with the debut of its exclusive Olivia Rodrigo GUTS cookie. Initially available only at select locations near the artist’s concert venues, the cookie was launched nationwide for a limited time from August 19th to 24th, 2024. This buzz-driven release resulted in a 27.7% traffic surge during the week of the launch, as fans rushed to get a taste of the star-studded treat.
And it’s not just dining chains benefiting from these pop-culture moments. On February 16th, 2025, Bath & Body Works launched a Disney Princess-inspired fragrance line, perfect for fans of Cinderella, Ariel, Belle, Jasmine, Moana, and Tiana. The collaboration resonated, fueling a 23.2% visit spike for the chain.
While tapping into existing pop-culture trends has the ability to drive traffic, so does creating a new one. Analysis of movie theater visits on National Popcorn Day (Sunday, January 19th, 2025) shows how initiating a trend can spur social media engagement and impact in-person traffic to physical retail spaces.
National Popcorn Day was a successful promotional holiday across the movie theater industry in 2025. Both Regal Cinemas and AMC Theatres offered popcorn-based promotions on the day, but Cinemark’s “Bring Your Own Bucket” campaign, in particular, appears to have spurred a significant foot traffic boost during the event.
Visits to Cinemark on National Popcorn Day in 2025 increased 57.5% relative to the Sunday visit average for January and February 2025, as movie-goers showed off their out-of-the-bucket popcorn receptacles on social media. Clearly, by starting a trend that invited creativity and expression, Cinemark was able to amplify the impact of its National Popcorn Day promotion.
Location intelligence illuminates some of the key trends shaping consumer behavior in 2025. The data reveals that value-driven shopping, demand for flexibility across touchpoints, and the power of unique retail moments have the power to drive consumer engagement and the success of retail categories, brands, and products.
Placer.ai observes a panel of mobile devices in order to extrapolate and generate visitation insights for a variety of locations across the U.S. This panel covers only visitors from within the United States and does not represent or take into account international visitors.
Downtown districts in the nation’s major cities attract domestic travelers all year long with their iconic sights, lively entertainment, and diverse dining offerings. But each hub follows its own rhythm, shaped by distinct seasonal peaks and dips in visitor flow.
This white paper examines downtown hotel visitation patterns in four of the nation’s most popular destinations for domestic tourists: Miami, Chicago, New York, and Los Angeles. Focusing on 20 downtown hotels in each city, the analysis explores seasonal variations in domestic travel, city-specific dynamics, and differentiating factors.
Domestic tourism has rebounded strongly in recent years, and hotels in Miami and Chicago have been the biggest beneficiaries. In 2024, visits to analyzed hotels in each of these cities’ downtown areas grew by 8.9% and 7.4%, respectively, compared to 2023. Meanwhile, hotels in downtown and midtown Manhattan saw a more modest 2.0% increase, while Los Angeles experienced a slight year-over-year (YoY) decline in downtown hotel visits.
One factor that may be driving Miami and Chicago’s stronger performance is their higher proportion of long-distance visitors, defined as those visiting from over 250 miles away. Miami remains a top destination for snowbirds and spring breakers, while Chicago serves as a cultural and entertainment hub for the sprawling Midwest. These long-distance leisure travelers may be more likely to splurge on downtown hotel stays during their trips, helping drive hotel visit growth in the two cities.
By contrast, hotels in the Los Angeles and Manhattan city centers drew lower shares of domestic travelers coming from less than 250 miles away. These shorter-haul domestic tourists may be less likely to splurge on downtown hotels than those taking longer vacations. Both cities are also surrounded by numerous regional getaway options that can draw long-haul leisure travelers away from their downtown cores.
Each of the four analyzed cities has its own unique ebbs and flows – and city center hotel visits reflect these patterns. Miami, with its warm, sunny climate, experiences influxes of tourists during the winter and spring, with March seeing the biggest jump in downtown hotel visits last year (13.0% above the monthly visit average). Chicago, which thrives in the summer with its many festivals and events, saw its biggest downtown hotel visit bump in August. Meanwhile, Manhattan experienced a major uptick in December, likely fueled by holiday tourism and New Year celebrations, and Los Angeles visits were highest in the summertime.
What drives these seasonal visit peaks? Miami has long been a top tourism destination, especially in early spring, when snowbirds and spring breakers flock to the city for sun and relaxation. In recent years, the city has seen a rise in short-term domestic tourism, suggesting that the city is becoming increasingly popular for weekend getaways. According to the Placer.ai Tourism Dashboard, the share of domestic tourists staying just one or two nights grew from 71.7% in March 2022 to 78.3% in March 2024.
This shift aligns with an impressive increase in the magnitude of downtown Miami’s springtime hotel visit peak: In March 2022, visits to downtown hotels were 5.0% above the monthly average for the year, a share that more than doubled by 2024 to 12.9%.
These numbers may mean that more people are choosing to head to Miami for a quick break from the cold – and staying in downtown hotels to make the most of their short getaway.
Chicago’s major August visit spike was likely driven by the Windy City’s impressive lineup of major summer festivals, from Lollapalooza to the Chicago Air and Water Show, which draw thousands of attendees from across the country.
Lollapalooza fueled the largest visit spike to the city – between Thursday, August 1st and Sunday, August 4th, visits to downtown Chicago hotels surged between 51.1% and 63.8% above 2024 daily averages for those days of the week. The Air and Water Show and the Chicago Jazz Festival also generated significant hotel visit increases – highlighting the boost these events bring to the city’s tourism and hospitality sector.
The Big Apple draws a diverse mix of visitors throughout the year. But in December – the city’s peak tourist season – visitors pour in from all over the country to skate in Rockefeller Center, browse Fifth Avenue’s festive window displays and experience the city’s unique holiday magic.
And analyzing data from hotels in midtown and downtown Manhattan reveals a striking shift in the types of visitors who stay in the heart of NYC during the holiday season. While visitors from other urban centers dominated downtown hotel stays throughout most of the year – accounting for 47.9% of visits from January to November 2024 – their share dropped to 42.0% in December 2024. Meanwhile, the share of guests from suburban areas and small towns rose from 37.3% to 41.0%, and the share of guests from rural and semi-rural areas nearly doubled, from 3.5% to 6.1%.
These patterns suggest that, though Manhattan typically attracts a wide range of visitors, the holiday season is uniquely appealing to tourists from smaller towns and suburban areas. Understanding these trends can provide crucial context for hotels and civic stakeholders alike as they work to maximize the opportunities presented by the city’s December visit surge.
Los Angeles hotels also experience significant demographic shifts during peak season. In July, visits to downtown LA hotels surged by 15.3% relative to the 2024 monthly visit average. And a closer look at audience segmentation data suggests a corresponding surge in the share of "Flourishing Families" – an Experian: Mosaic segment consisting of affluent, middle-aged households with children. Throughout the year, "Flourishing Families" comprised between 7.7% and 8.7% of the census block groups (CBGs) driving visits to downtown LA hotels. But in July, this share jumped to 9.9%.
These families may be taking advantage of summer vacations to enjoy Los Angeles’ cultural attractions and entertainment. Hotels and city stakeholders who understand the appeal the city holds for this demographic can better cater to them through family-friendly promotions and strategic marketing efforts to target these households.
Downtowns are making a comeback – and hotels in the heart of the nation’s major tourist hubs are reaping the benefits. By understanding who frequents these downtown hotels and when, local businesses and civic leaders can optimize their resource management and strategic planning to make the most of these opportunities.
The New York office scene is buzzing once again, as companies from JPMorgan to Meta double down on return-to-office (RTO) mandates. But just how did New York office foot traffic fare in 2024? How did Big Apple office foot traffic compare to that of other major business hubs nationwide? And how is New York’s office recovery impacting post-COVID trends like the TGIF work week? Are office visits still concentrated mid-week, or are people coming in more on Fridays and Mondays? And how has Manhattan’s RTO affected local commuting patterns?
We dove into the data to find out.
In 2024, New York City cemented its position as the nationwide leader in office recovery. Thanks in part to remote work crackdowns by banking behemoths like Goldman Sachs, Morgan Stanley, and JPMorgan, visits to NYC office buildings in 2024 were just 13.1% below pre-pandemic (2019) levels.
For comparison, Miami’s office foot traffic remained 16.2% below pre-pandemic levels, while Atlanta, Washington D.C., and Boston saw significantly larger gaps at 28.6%, 37.8%, and 43.9%, respectively.
Perhaps unsurprisingly given the Big Apple’s robust year-over-five-year (Yo5Y) recovery, the pace of year-over-year (YoY) visit growth to NYC office buildings was somewhat slower in 2024 than in other major East Coast business centers. Still, New York’s YoY office recovery rate of 12.4% outpaced the nationwide baseline, and came in just slightly below Washington, D.C.’s 15.2% and Atlanta’s 14.6%.
Interestingly, New York’s return to office has not led to a significant retreat from the TGIF work week that emerged during COVID. In 2024, just 11.9% of weekday (Monday to Friday) visits to NYC offices took place on Fridays – only slightly more than the 11.5% recorded in 2023 and significantly below the pre-pandemic baseline of 17.2%.
Meanwhile, Monday has quietly regained its footing as the dreaded start of the New York work week. After dropping significantly in 2022 and 2023, the share of weekday office visits taking place on Mondays rebounded to 18.2% in 2024 – just slightly below 2019’s 19.5%. Still, Tuesday remained the Big Apple’s busiest in-office day of the week last year, accounting for nearly a quarter (24.6%) of weekday NYC office foot traffic.
And diving into Yo5Y data for each day of the work week shows just how much New York’s overall recovery is driven by mid-week visits – and especially Tuesday ones. In 2024, Friday visits to NYC office buildings were down 40.2% compared to 2019. But on Tuesdays, visits were essentially on par with pre-pandemic levels (-0.3%), even as nationwide office visits remained 24.6% below 2019.
Another post-COVID trend that has shown staying power in New York is the growing share of office visits coming from employees who live nearby. As hybrid schedules become the norm, it seems that those commuting more frequently are often just a short subway ride -or even a stroll- away.
The share of NYC office workers coming from less than five miles away, for example, has risen steadily since COVID, reaching 46.0% in 2024. Over the same period, the share of workers coming from 5-10 miles, 10-15 miles, or 25+ miles away has declined.
Looking at commuting trends across the East Coast helps put New York City’s shift into perspective. In 2019, NYC’s share of nearby commuters was on par with Washington, D.C. and slightly below Boston. But while both cities experienced moderate increases in local commuters between 2019 and 2024, New York pulled ahead, outpacing all other analyzed cities in its share of nearby office workers last year.
Miami and Atlanta – two other standout cities in office recovery – also saw significant growth in the percentage of short-distance commuters over the past five years. This trend underscores a broader shift: As hybrid work reshapes commuting habits, employees across multiple markets are more likely to go into the office if they live nearby, reducing reliance on long-haul commutes.
As the nation’s office recovery leader, New York offers a glimpse into what other cities can expect as office visitation rates continue to improve. Even at just 13.1% below pre-pandemic levels, NYC office visit levels continue to rise. And as recovery nears completion, trends that took hold during COVID remain firmly entrenched.
