MMGY’s latest report indicates a shift in American travel habits, with increased road trips and AI usage amid economic uncertainties.
MMGY has released its 2025 “Summer Edition” of the Portrait of American Travelers report, providing insights into how U.S. travelers are adjusting their leisure travel habits in response to economic challenges and global uncertainties. The survey, which included responses from 4,500 U.S. travelers, highlights a continued commitment to leisure travel, albeit with evolving preferences and behaviors.
The report reveals a notable increase in road trips, with 64% of American travelers having embarked on one in the past year. This marks the highest level of road trip activity in over a decade. Millennials and Gen Xers with children are primarily driving this trend, attracted by the flexibility and affordability that road trips offer. The Pacific Coast Highway has emerged as a popular route among these travelers.
In addition to road trips, the use of artificial intelligence tools for travel planning is becoming more mainstream. The report notes that 42% of leisure travelers now utilize AI-powered tools, such as ChatGPT, to assist in planning their trips. This represents a 14% increase from the previous year. While Gen Z and Millennials are leading the adoption of these technologies, human recommendations remain twice as trusted, indicating that AI is viewed as a supplementary planning tool rather than a replacement.
The report also highlights a growing interest in cannabis-related vacation experiences, with 39% of travelers expressing interest in such activities. This trend is particularly strong among Gen Z and Millennials, with nearly a quarter of interested travelers not being regular cannabis users. Activities such as visiting cannabis shops and farms are cited as popular choices, although these opportunities are limited to certain states.
Furthermore, the concept of luxury travel is transforming. While 34% of travelers identify as luxury consumers, spending patterns are shifting. There is a noted decline in demand for high-end accommodations and restaurants since 2024, while premium airfare remains a non-negotiable component of luxury travel. This suggests a redefinition of what constitutes luxury, with travelers prioritizing certain aspects of their journey over others.
The “Summer Edition” of the Portrait of American Travelers report provides a comprehensive analysis of these trends, along with detailed data on travel advisors, family travel, and diversity. The report is available for purchase or through a subscription to MMGY’s research platform.
