According to a recent report, American travelers are increasingly cautious about spending money on travel. Future Partners conducted the research, which gathered data from over 4,000 American travelers in January 2025.
Despite optimism about personal financial outlooks remaining high, with 51.5% of American travelers expecting to be better off financially next year, the percentage of those who feel they are financially better off than a year ago fell below 30%. This has decreased the number of people who believe now is a good time to spend on travel, down to 32.5%. Furthermore, the average expected annual leisure travel budget saw a 15% decline over the last month, with personal financial reasons and overall travel costs cited as deterrents to travel.
The study also looked at recent travel rates and plans. Over half of American travelers reported taking an overnight trip to visit friends or relatives in the past month, a three-year high, while 47.6% traveled for leisure. However, the number of travelers with existing trip plans for the year has decreased slightly to 83.9%, with the majority planning trips for the spring and summer months. On average, American travelers expect to take 3.7 leisure trips in 2025.
Interestingly, despite ongoing uncertainty surrounding TikTok’s future in the U.S., the app remains a stable source of travel inspiration, particularly for younger generations. 14.2% of American travelers said they would be receptive to destination marketing on TikTok, a figure consistent with the past year. Gen Z travelers (41.5%) and Millennials (a quarter) consider the app an ideal source for travel inspiration.
Finally, the report examined the role of romance in travel, finding that 10.9% of travelers planned to take a trip specifically for Valentine’s Day in 2025, with younger travelers more likely to have such plans. Nearly 38% of American travelers consider romance an important element of travel, with scenic beauty, romantic activities, and a private, peaceful atmosphere seen as important factors in making a destination feel romantic. Over 63% of respondents felt their travel experiences improved their relationships, and 62% said the social aspect of travel significantly contributes to their overall trip satisfaction.
Discover more at Future Partners.
