Emphasis on Value, Sustainability, and AI-Assisted Planning

MMGY study reveals that despite financial pressures, Americans are traveling more than they have in the past five years, prioritizing value, sustainability, and AI-assisted planning.

Despite financial constraints and evolving travel scenarios, 2025 marks more American travel than the preceding five years, as per the latest edition of “Portrait of American Travelers” by MMGY. The study surveyed over 4,500 regular leisure travelers, highlighting emerging trends in U.S. travel, ranging from a heightened interest in value-based experiences to the increasing influence of AI and sustainability in trip planning.

Simon Moriarty, VP of Syndicated Research at MMGY Travel Intelligence, noted that travel has transformed into an integral part of Americans’ lives, serving as a vital investment in well-being, connection, and personal fulfillment. He added that despite escalating costs, travelers prioritize enriching experiences, harnessing technology for efficient planning, and opting for sustainable choices reflecting their values.

Regarding financial investment, American travelers are expected to spend more and take more vacations in the next 12 months than at any time in the preceding five years. Despite growing affordability concerns, this trend persists, with many travelers willing to extend their budgets to satisfy their wanderlust. They are resorting to off-season travel and alternative accommodations, such as short-term rentals, to maximize value while maintaining quality.

Destinations are also evolving due to weather and political factors. While traditional favorites like Hawaii, Florida, and California remain popular, extreme weather events have reduced enthusiasm for certain regions. Meanwhile, Washington, D.C., has seen a surge in popularity, possibly due to its increased media prominence following the recent presidential election.

Sustainability continues to influence travel decisions significantly. Travelers strongly prefer eco-friendly options, provided they are not associated with extra costs. Off-season travel is recognized as a viable sustainability strategy, easing environmental pressure and offering budget-friendly alternatives. Furthermore, 58% of travelers expressed concerns about overtourism influencing their destination choices in the next five to ten years.

There are also generational differences in travel planning. Gen Zers and Millennials rely heavily on AI tools and social media influencers for trip inspiration and itinerary creation, whereas Boomers still prefer traditional travel agents and review websites. AI-driven travel assistance, from itinerary generation to price comparisons, is gaining popularity, with 34% of travelers employing AI for trip planning, a rise from 31% in early 2024.

Lastly, international travel is experiencing a noteworthy revival, with over one in three U.S. travelers planning an international trip in the next six months. Europe, the Caribbean, Canada, Mexico, and Asia remain top choices, with Europe drawing Boomers and Asia enticing younger generations in search of affordability and adventure.

The “Spring Edition” of Portrait of American Travelers is now available for purchase or as part of an all-access subscription to EurekA! – MMGY’s searchable research platform.