The 2025 Holiday Barometer survey conducted by Ipsos for Generali Global Assistance highlights a significant shift in American travel habits. Respondents prefer more meaningful, domestic travel experiences, with increased planning and an emphasis on value and personalization.
Survey Findings
Based on responses from 1,000 U.S. residents, the survey reveals a notable adjustment in travel plans in line with current economic realities and global conditions. Domestic destinations are expected to prevail, with more travelers seeking meaningful experiences closer to home.
Chris Carnicelli, CEO of Generali Global Assistance, emphasizes this shift as an opportunity for the travel industry to guide and help travelers understand how protection can add value and peace of mind to their plans, transforming caution into confidence.
U.S. Travel Trends
Key findings from the survey show that travelers are planning shorter trips with smaller groups, with 53% of Americans preferring domestic travel this summer. There is also a trend towards booking further in advance, with 71% intending to book their trips at least two months ahead. Hotels remain the most popular accommodation choice, followed by vacation rentals.
Travel motivations include time in nature, family connections, and cultural exploration. Emerging trends such as slow tourism, event-based travel, and less touristy destinations are also gaining traction.
The Role of Technology in Travel Planning
The survey also highlights technology’s increasing role in travel planning, particularly AI. 22% of U.S. travelers have used AI tools to plan their trips, while 43% would use AI for activity recommendations and travel information.
Travel Protection: Confidence in an Uncertain Environment
41% of Americans plan to purchase travel protection in 2025, with top concerns being losing important items, being stranded or unable to return home, and falling victim to a travel scam at their destination. AI also influences protection decisions, with 19% having used AI to choose a travel protection product, and 26% planning to do so.
Survey Methodology
The 2025 edition of the Holiday Barometer was conducted online between February 24, 2025, and March 26, 2025, among a nationally representative sample of 1,000 U.S. adults aged 18 and older. A total of 23 countries participated in the study.
