AI, social media, and experience-first choices are reshaping how trips are planned and booked, according to new Skift research
Aug 5, 2025
Americans are traveling more than they have in years, but how they plan, book, and experience trips is evolving. Skift Research’s U.S. Traveler Trends 2025 report shows a growing shift toward AI-driven planning, social media–influenced decisions, and a preference for meaningful experiences over brand loyalty or traditional booking habits.
Key takeaways
- Leisure travel dominates: Two-thirds of Americans took at least one overnight trip this year, with leisure trips centered on relaxation, food, and immersive experiences.
- AI as a travel assistant: Nearly one-third of travelers are using AI tools like ChatGPT for researching, planning, and booking trips, citing faster decisions and curated suggestions.
- Social media becomes a booking channel: More than half of travelers now book directly via social media links, making platforms like Instagram and TikTok key decision-drivers.
- OTAs regain ground: Direct bookings have dropped from 62% in 2020 to 41%, with OTAs rebounding due to their convenience, bundling options, and flexibility.
- Price sensitivity increases: Rising costs and hidden fees are pushing travelers toward mid-range lodging and bundled deals, though they still prioritize spending on experiences.
- Loyalty takes a back seat: Loyalty programs remain relevant but compete with travelers who value simplicity, transparency, and flexibility over points.
- Global perspective added: For the first time, the report compares U.S. traveler behavior with trends in China, India, France, and the UK for a broader context.
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