Kansas City, MO – Despite financial pressures and shifting travel landscapes, Americans are traveling more in 2025 than they have in the past five years, according to the latest edition of Portrait of American Travelers® by MMGY. The study, which surveyed over 4,500 active leisure travelers, uncovers key trends shaping U.S. travel, from a strong desire for meaningful experiences to the rising role of AI and sustainability in trip planning.
Travel is no longer just a luxury – it’s an essential part of Americans’ lives, serving as a key investment in well-being, connection and personal fulfillment. Despite rising costs, travelers are prioritizing meaningful experiences, embracing technology for smarter planning and seeking sustainable options that align with their values. The future of travel is about balancing tradition with innovation, and the industry must evolve to meet these shifting expectations. Simon Moriarty, MMGY Travel Intelligence VP of Syndicated Research
Additional highlights from the report follow.
Travel Is an Investment in Well-Being and Connection
American travelers plan to spend more ($5,138) and take more vacations (4.2) in the next 12 months than any time in the previous five years. More travelers are willing to stretch their budgets to accommodate their wanderlust, even as affordability concerns rise. Many are embracing off-season travel and alternative accommodations, such as short-term rentals, to maximize value without sacrificing quality.
Evolving Destinations: Weather and Politics at Play
While perennial favorites like Hawaii, Florida and California continue to attract visitors, extreme weather events have tempered enthusiasm for certain regions. Conversely, Washington, D.C., has surged in popularity, likely influenced by its heightened media presence following the recent presidential election.
Sustainability Matters – As Long As It’s Affordable
Environmental consciousness continues to shape travel decisions, with travelers showing a strong preference for eco-friendly options that do not come at an added cost. Off-season travel has become a key sustainability strategy, reducing environmental strain while offering budget-friendly options. Additionally, 58% of travelers cite concerns about overtourism as a factor influencing their destination choices over the next five to 10 years.
Technology & AI: Tailored Travel Planning
Generational differences in travel planning are becoming more pronounced, with Gen Zers and Millennials relying heavily on AI tools and social media influencers for trip inspiration and itinerary creation. In contrast, Boomers continue to favor traditional travel agents and review websites. AI-driven travel assistance, from itinerary generation to price comparisons, is rapidly growing in popularity, with 34% of travelers now using AI for trip planning, up from 31% in early 2024.
The Rise of International Travel
International travel is experiencing a significant resurgence, with over 1 in 3 (35%) U.S. travelers who expect to travel in the next six months planning an international trip. Europe, the Caribbean, Canada, Mexico and Asia remain top choices, with Europe particularly appealing to Boomers and Asia drawing interest from younger generations seeking affordability and adventure.
Featuring these findings and more, the “Spring Edition” of Portrait of American Travelers® is now available for purchase or as part of an all-access subscription to EurekA! – MMGY’s new searchable research platform. To learn more, visit mmgyintel.com.
About the 2025 Portrait of American Travelers®
MMGY’s Portrait of American Travelers® study provides an in-depth examination of the impact of the current economic environment, prevailing social values and emerging travel habits, preferences and intentions of Americans. Now in its 35th year, it is widely regarded as a leading barometer of travel trends and an essential tool for developing and evolving brand and marketing strategies. The travel trend information presented in this “Spring Edition” report was obtained from interviews with 4,502 U.S. adults in February 2025 and features data from four generations: Gen Zers (18–28), Millennials (29–44), Gen Xers (45–60) and Boomers (61–79). The Silent/GI generation (80+) was also surveyed, but results are not broken out for this specific generation due to a small respondent sample size. This is the first of four quarterly reports to be released this year.
About MMGY Global
MMGY Global is the world’s leading integrated marketing firm specializing in the travel, hospitality and lifestyle industries. With operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world’s premier travel and tourism brands. As a company dedicated to the travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit mmgyglobal.com.
