Despite global uncertainty and economic pressures, American travelers remain deeply committed to leisure travel—albeit with evolving habits and expectations. This is among the key findings from the latest summer 2025 edition of MMGY’s Portrait of American Travelers® study.
Based on a survey of 4,500 U.S. travelers, the report shows that although travel volume and projected spending have softened compared to early 2025, the overall outlook remains optimistic. Americans are adjusting to new realities, but they are far from abandoning their travel plans.
“Travel continues to be a top priority for consumers, but the way Americans travel is clearly shifting,” noted Simon Moriarty, Vice President of Research at MMGY Travel Intelligence.
“We are seeing the emergence of a more flexible, price-conscious traveler—someone who embraces tools like artificial intelligence, prefers road trips, and seeks experiences that deliver personalization, flexibility, and emotional meaning.”
Moriarty also advised travel marketers to expect ongoing fluctuations in consumer travel intent and spending throughout 2025. Yet, he emphasized one encouraging trend: adaptability. In fact, 76% of travelers agreed that their travel memories were more valuable than any material purchase they had made in the past year—highlighting both the emotional and financial value of leisure travel in today’s culture.
Key Trends in American Summer Travel
- Road Trips at a 10-Year High:
64% of U.S. travelers went on road trips last year—the highest level in over a decade. Millennials and Gen Xers with children are leading the trend, drawn by flexibility, affordability, and the nostalgic charm of the open road. The Pacific Coast Highway topped the list of most popular road trip routes.
- Artificial Intelligence Goes Mainstream:
42% of leisure travelers now use AI tools like ChatGPT to plan their trips—a 14% year-over-year increase. Gen Z and Millennials are at the forefront of AI adoption, although peer recommendations remain twice as trusted. AI is seen as a complementary planning tool, not a replacement for the human touch.
- Cannabis Tourism Blooms:
Nearly 4 in 10 Americans (39%) express interest in cannabis-related vacation experiences, with Gen Z and Millennials showing the most enthusiasm. Notably, about 25% of these travelers are not regular cannabis users, suggesting curiosity around alternative experiences. Visiting dispensaries, product tastings, and farm tours top the list of desired activities—though this remains limited to a handful of U.S. states.
- Redefining Luxury:
The appetite for luxury travel is expanding, with 34% of travelers now identifying as luxury consumers. However, spending patterns are shifting: demand for luxury hotels and fine dining has fallen since 2024, while premium airfare remains a non-negotiable component of the luxury travel experience. Today, luxury is more about experience than expense.
