Summer 2025 travel trends
Connect with guests’ changing priorities by the numbers
An error was detected and reported for this component.
Summer 2025 is shaping up to be the season of exploration as Americans pack their bags in record numbers. Our comprehensive survey of more than 1,000 Americans—in partnership with Allison Worldwide—reveals evolving preferences, generational divides, and surprising travel patterns that define this year's summer getaways. These insights provide a roadmap for understanding the modern traveler's mindset and meeting their evolving expectations.
Nearly half of Americans (44%) have caught the travel bug this summer, with an impressive 90% maintaining or increasing their travel frequency compared to summer 2024.
More younger travelers are hitting the road, with Gen Z and millennials packing their bags at higher rates (48%) than their Gen X+ counterparts (42%).
A remarkable 46% of Gen Z travelers are creating memories with their friends this summer, transforming ordinary trips into fun group chronicles.
Gen X has claimed the top spot for planning family vacations (57% traveling with kids), edging out last year's family travelers, the millennials (54%).
68% of summer travelers are escaping with partners, peaking at 75% among Gen X and older adventurers.
The siren call of coastlines proves irresistible as 65% of travelers seek sun-soaked shores, with beaches seeing a significant surge in popularity (56%, up from 50% in 2024).
The percentage of summer travelers returning to previous vacation spots has plummeted to just 27%—down significantly from 34% last year.
National parks (29%) and serene lakes (27%) are becoming hotspots for adventure-seekers looking to trade screen time for green time in summer 2025.
A whopping 87% are exploring domestic destinations this season. While more than 4 out of 5 adventurers are venturing beyond their hometowns, staycations are cooling off (17%, down from 20% in 2024) as wanderlust heats up.
2 in 5 travelers are leaning into vacation rentals for their summer vacation (38%). Gen Z and millennials are embracing vacation rentals at significantly higher rates than their older counterparts (42% vs. 34%), seeking authentic, local experiences over traditional hotel stays.
Of those choosing vacation rentals this summer, most cite superior value for their money (56%) as their primary motivation, while private amenities (51%) and expanded living space (43%) follow closely behind.
Nearly 6 in 10 travelers (58%) consider WiFi a non-negotiable, leading the way for other desirable amenities like splash-worthy pools (46%), picture-perfect views (44%), and hassle-free parking (41%).
For those with children 17 and under, private amenities reign supreme in booking decisions (60% vs. 51% overall), allowing their kids to be kids without disturbing any other travelers.
When dreaming up their next adventure, Americans trust recommendations from friends and family (56%) far more than curated online content.
Nearly 40% of younger Americans (Gen Z and millennials) turn to social media for travel inspiration. Across generations, authentic posts (24%) trump influencer promotions (12%), proving genuine, unsponsored experiences inspire the most compelling journeys.
Summer 2025 travelers are taking an average of 5 trips, with weekend warriors (including 4-day weekends) dominating (89%) and week-long retreats close behind (66%). For the truly vacation-obsessed, 35% are indulging in epic multi-week adventures.
Budget-conscious explorers (46%) are seeking destinations that won't break the bank.
A striking 28% of Gen Z and millennial travelers actively scout for special deals (compared to just 22% of their older counterparts). Then, they allocate their funds to splurge on memorable experiences with 49% indulging in entertainment and activities (vs. 44% overall) and 19% investing in the airfare and other transit (vs. 14% overall).
A substantial 79% of travelers have adjusted their plans to be more budget-conscious, primarily driven by higher cost of living and inflation concerns (64%, down from 74% in 2024).
The digital detox movement grows stronger with 38% craving destinations where they can truly unplug.
Over half of summer travelers (55%) are tearing up their itineraries in favor of go-with-the-flow getaways. This trend peaks among Gen X and older travelers (62%), who've mastered the art of leisure travel.
A staggering 74% of summer travelers are grabbing their keys and hitting the highways, whether in cars, RVs, or adventure-ready camper vans.
When Americans do open their wallets on vacation, they're most likely to splurge on food and drinks (60%), followed by entertainment and activities (44%). +
