Despite global uncertainty and economic pressures, Americans remain committed to leisure travel, but are adjusting their choices and habits. That’s the key finding of the new “Summer Edition” of MMGY’s Portrait of American Travelers® survey, which has been examining the trends and behaviors of American travelers for decades.
The survey, based on a sample of 4,500 American travelers, shows that while there is a decrease in the number of trips and spending compared to the beginning of the year, the overall picture remains positive: travelers are adapting, but not abandoning travel.
“Travel remains a top priority for consumers, but the way they travel is changing significantly,” said Simon Moriarty, Vice President of Research at MMGY Travel Intelligence. “We’re seeing a more agile and conscious traveler who is using tools like artificial intelligence, opting for road trips, and seeking experiences that offer personalization, flexibility, and meaning.”
Moriarty stressed that tourism marketers should be prepared for continued fluctuations in traveler intent and spending throughout 2025, but the fact that Americans are adapting and remaining experience-oriented is encouraging. For example, 76% of respondents agreed that travel memories are more valuable than any material good they purchased in the past year, highlighting the emotional and financial value of leisure travel in modern culture.
Key Trends for Summer 2025:
Road Trips Are Booming:
64% of American travelers have taken a road trip in the past year, a record high in the past decade. Millennials and Gen Xers with children are leading the trend, drawn to the flexibility, affordability, and nostalgia of the open road. The Pacific Coast Highway emerged as the most popular route.
Artificial Intelligence in Travelers’ Lives:
42% of travelers now use AI tools like ChatGPT to plan their trip – a 14% increase in one year. Gen Zers and Millennials are leading the way in using AI, although human recommendations remain twice as reliable. AI is seen as a support tool, not a replacement for the human factor.
The Rise of Cannabis Tourism:
Nearly 4 in 10 Americans (39%) are interested in a cannabis-related vacation, with the younger generation (Gen Z and Millennials) showing the greatest interest. Notably, 25% of these are not regular cannabis users, which highlights curiosity and the search for alternative experiences. Visits to stores, product testing, or tours of cannabis farms are the highlights of this new form of tourism, which currently concerns a limited number of US states.
The new perception of luxury:
The demand for luxury travel is expanding, with 34% of travelers now identifying themselves as luxury consumers. However, spending is changing direction: demand for luxury hotels and restaurants has decreased significantly since 2024, while premium airfare remains a non-negotiable for these travelers. Luxury is now more about experience and less about display.
Experiences in Focus
This year’s MMGY study confirms that Americans are seeking travel experiences that offer meaning, connection, and personal value, even in times of uncertainty. The role of travel consultants, tailor-made services, and technology is expected to increase as travelers demand personalized recommendations, convenience, and flexibility.
Source: tornosnews.gr