From AI-powered planning to purposeful experiences, U.S. travelers are spending more, exploring smarter, and seeking deeper connections in a changing world
Mar 31, 2025
Despite rising costs and global uncertainties, Americans are traveling more in 2025 than at any point in the past five years. According to the latest Portrait of American Travelers® study by MMGY, travel is becoming less of a luxury and more of a vital investment in personal well-being, connection, and meaningful experiences. Based on insights from over 4,500 active leisure travelers, the report reveals how Americans are adapting to evolving travel conditions—embracing technology, prioritizing sustainability, and seeking deeper, more purposeful journeys.
Key takeaways
- Travel as a personal investment: U.S. travelers plan to spend an average of $5,138 on vacations this year, taking 4.2 trips – the highest in five years. Despite financial concerns, travel is increasingly seen as essential for mental health, connection, and fulfillment.
- Smart spending & seasonal flexibility: Travelers are stretching budgets by choosing off-season trips and alternative accommodations like short-term rentals to maintain quality while controlling costs.
- Destination shifts influenced by climate and politics: Extreme weather has cooled interest in some traditional hotspots, while destinations like Washington, D.C., are gaining popularity – likely due to increased political visibility post-election.
- Sustainability gains traction – when affordable: Travelers prefer eco-friendly options that don’t increase costs. Off-season travel serves as both a sustainable and budget-conscious choice. Concerns about overtourism are shaping long-term destination decisions.
- Technology and AI redefine trip planning: A growing number of travelers (34%, up from 31% in 2024) are using AI for trip planning. Younger generations lean on AI tools and social media, while Boomers stick to traditional agents and review sites.
- International travel rebounds: 35% of travelers planning a trip in the next six months are heading abroad. Europe is especially popular among Boomers, while younger travelers show increased interest in Asia for its adventure and affordability.
Get the full story at MMGY Global
