When it comes to the types of trips enticing Americans in 2025, 65% are prioritizing travel for quality time with family – an 8-point increase over 2024. However, family time doesn’t have to mean spending time at home or at the same places as usual. Travelers reported an 8-point increase in the desire to explore and discover new places (54%). While 1 in 5 travelers are looking to meet new people and be more physically active, over half are looking for laid-back trips focused on relaxation.
Microtrend: Longer and More Domestic Trips
Travelers are focused on making the most out of their, maybe less frequent, vacations. 41% are therefore planning longer trips for 2025, representing a 10-point increase over last year.. While plans for international trips remain largely unchanged, domestic tourism is growing quickly as 44% of travelers are planning more domestic travel next year, which is a 9-point increase from 2024.
Microtrend: AI-Based Travel Planning
76% of Americans are interested in using AI-based tools such as ChatGPT, Gemini, or other AI programs to plan their next trip, a 14-point spike over last year.
Nearly a third (30%) have already used AI tools, up 12 points from 2023. Millennials in particular are embracing AI, with close to half (48%) having done this already, compared to 35% of Gen Z, 25% of Gen X, and 10% of Boomers. 25% claim that they want to do this, but aren’t sure how, which is the same amount YoY.
Openness to using AI has increased for all aspects of travel planning, including:
- A notable increase in travelers’ interest in using AI tools to identify the most efficient itinerary (55%, up 11 points)
- Choosing the right destination for their dates and interest (52%, up 12 points)
- Using AI-based travel guides (54%, up 13 points).
Most travelers who have used AI-based tools report the same benefits that would-be AI users expect, including saving time (75%) and money (63%). Finding “hidden gems” through AI, however, is an area where AI may not be living up to expectations, as 67% of those interested in using AI expect this benefit while only 52% who have planned a trip with AI have experienced this.
