Tripadvisor’s latest Winter Travel Index indicates a significant increase in travel plans for the upcoming winter season, with 60% of travelers intending to take trips and a 45% rise in bookings compared to the previous year. The report highlights a blend of preferences for both cold urban destinations and warm-weather escapes, reflecting diverse travel interests amid ongoing economic uncertainties.
Travel Plans and Preferences
According to Tripadvisor’s report, 60% of travelers are planning trips this winter, with 45% indicating an increase in travel activity compared to last year. A preference for both cold urban environments and warm-weather retreats accompanies this surge in travel plans. Notably, 83% of travelers are organizing one to two trips, with over half opting for extended stays of five nights or more. Despite economic uncertainties, travelers remain confident in their spending, with 52% planning to spend more this year.
Destination Choices
The data reveals a clear divide in destination preferences. Cold-weather cities such as New York City and London are popular choices alongside warm-weather destinations like Cancun and Bangkok. In the U.S., travelers prefer New York City and warm destinations such as Las Vegas, Orlando, and Key West. Internationally, sunny destinations in Mexico top the list for U.S. travelers.
Activities and Experiences
Experiences and activities play a crucial role in travel planning, with 93% of travelers considering them essential to their budget. Cultural sightseeing is the leading preference at 38%, followed by nature sightseeing (37%), shopping (31%), and road trips (28%). The report highlights popular experiences such as cultural tours, day trips, and adventure tours, with notable examples including the Chicago Architecture Center River Cruise and the Lower Antelope Canyon Day Tour.
Generational Travel Trends
Travel behaviors vary significantly across generations. Gen Z and Millennials show a strong interest in activities, with 47% and 48%, respectively, prioritizing them during travel. In contrast, Gen X and Baby Boomers place more emphasis on relaxation, with 51% of each group citing it as a primary motivation. Meeting new people is more appealing to Gen Z travelers (24%) compared to Boomers (11%).
Holiday Season Influence
The holiday season significantly impacts travel decisions, with 86% of travelers considering seasonal factors. Family connections and cultural experiences are key motivators, reflecting unique holiday traditions and a focus on meaningful connections with loved ones.
Methodology
The findings are based on data from a Tripadvisor Consumer Sentiment Survey conducted in partnership with Morning Consult, involving over 6,123 consumers across six countries. Additionally, site behavioral data from the Tripadvisor platform was analyzed for searches made by travelers in the U.S., U.K., and Japan for travel between December 2025 and February 2026.
