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While growth in domestic travel is mainly due to regional trips, luxury travelers power the boost in international destinations.
A new survey conducted by the Internova Travel Group indicates that leisure travel is expected to grow in 2025, with a significant increase in the use of travel advisors. The Internova Index: North American Traveler Insights reveals a 22% increase in the average number of international trips per traveler in the last 12 months compared to 2023. The premium and budget segments primarily drive this surge.
The survey also suggests that 25% of travelers plan to take more leisure trips in 2025, a trend that cuts across age, income, and other demographic categories. While growth in domestic travel is mainly due to regional trips, luxury travelers power the boost in international destinations.
Travel advisors are set to benefit from this boom, with demand for their services anticipated to rise as travelers plan longer trips, particularly those outside the U.S. and Canada. Approximately 60% of survey respondents intend to use a travel advisor to book their trips in 2025, citing destination expertise and support during unexpected events as the primary reasons.
Younger travelers, those aged 35 and under, strongly prefer domestic locations and wellness or adventure travel. On the other hand, older travelers are likely to choose long-haul trips and traditional tours. Interest in cruising is strong across all age groups but increases with age. Regarding destinations, Mexico remains the top international pick, while Florida is popular for domestic packages, and California leads for air/hotel bookings.
The survey also highlights that over half of luxury and ultra-luxury travelers plan to use a travel advisor in 2025. They value the expertise of a professional who understands their travel preferences and is knowledgeable about vacation destinations. Europe, mainly the UK, France, and Italy, is the preferred destination for ultra-luxury travelers. However, South America and Asia, which have seen 200% growth in the past year, also attract significant interest.
LGBTQ+ travelers also have unique preferences, with Hawaii and Europe as favored vacation spots. They are twice as likely to live and travel alone compared to the average traveler.
Specialty travel is popular among young and luxury travelers, with around 60% interested in theme-focused wellness, culinary, and adventure activities.
The Internova Index: North American Traveler Insights is based on data from millions of travel bookings by U.S. residents and a survey of 3,000 U.S. travelers across all age and wealth groups.
