In a notable shift from traditional travel preferences, American travelers are increasingly opting for authentic experiences and intimate family vacations over conventional holiday gatherings. According to MMGY’s latest study, travelers are prioritizing hands-on culinary activities and closer family interactions, reflecting a broader trend toward value-conscious and experience-driven travel decisions.
The MMGY Travel Intelligence “Fall Edition” of the Portrait of American Travelers report highlights a significant shift in American travel behaviors. Despite rising costs, U.S. travelers are not reducing their travel plans; instead, they are becoming more selective about their travel choices. The report, based on a survey of over 4,500 U.S. travelers, indicates that short-term travel intentions remain stable, with 66% of respondents planning to travel in the next six months. This stability underscores the resilience of travel as a consumer priority, even in the face of economic challenges.
Changing Holiday Preferences
The report reveals a shift in holiday travel priorities. While visiting friends and family remains a popular option, with 45% of travelers choosing this option, there is a growing trend toward leisure vacations with immediate family members. Approximately 36% of respondents are opting for intimate family trips, highlighting their desire to create shared experiences and deepen connections with close family members over traditional extended family gatherings.
Culinary Experiences Gain Popularity
Another significant trend is the increasing interest in culinary travel. The report notes a rise in travelers choosing cooking classes over fine dining experiences. Interest in cooking classes has increased to 19%, up from 15% in 2024, while the demand for award-winning restaurants has decreased by 13 percentage points to 18%. This shift indicates a growing preference for interactive and local food experiences, driven by a focus on value for money and authentic cultural engagement.
Impact of the 2026 FIFA World Cup
The upcoming 2026 FIFA World Cup is also influencing travel plans. Approximately 21% of active leisure travelers plan to travel specifically for the event, with an average expenditure of $3,652 per trip. The motivations for attending the World Cup include experiencing a once-in-a-lifetime event and supporting the national team, as cited by 37% of respondents.
AI in Travel Planning
The adoption of artificial intelligence (AI) tools for travel planning is accelerating. The report indicates that 40% of active leisure travelers have used AI tools, such as ChatGPT, for planning, marking a 10 percentage point increase from the previous year. Millennials and travelers with children are leading this trend, with 59% in each group utilizing AI to discover activities of interest. Despite this, travelers still trust human expertise more than twice as much as AI-generated suggestions.
The “Fall Edition” of Portrait of American Travelers is available for purchase or as part of an all-access subscription to EurekA!, MMGY’s searchable research platform. To learn more, visit mmgyintel.com.
