As 2025 officially begins, winter travel is making a strong comeback. In fact, 47% of surveyed consumers report having winter getaways planned, a significant increase from just 32% last year. While many have already secured their dream destinations, a considerable number are still in the planning and exploration stages, seeking inspiration for their next adventure.
This blog explores consumers’ winter travel behaviors, attitudes and perceptions, based on insights from our Winter Travel 2025 study.
Most of those planning or taking a winter vacation are younger: one-third of Gen Z (34%) and millennials (33%) are leading the way, compared to Gen X (16%) and Baby Boomers (7%). To learn more about the Gen Z and millennial outlook on personal finances, employment status, relationships and homeownership, consult our Zillennial Study here.
- State-cation: A whopping 85% of travelers plan to stay within the country, with nearly half of them (43%) are travelling within their home state.
- Southern Comfort: For domestic travelers, over half (53%) are heading to the southeast region, proving that many travelers intend to get away from the cold.
- Globe-Trotting: For those venturing outside North America, Europe (45%) and the Caribbean islands (39%) top the list of preferred destinations.
With the economy tightening, travelers this winter carefully navigate their plans with their wallets in mind. Several key factors are shaping travelers decisions:
- Economic Concerns: The vast majority of travelers (60%) cite inflation and the current economic climate as significant influences on their travel plans.
- Transportation Costs: High transportation and gas prices are another significant factor affecting 59% of respondents.
- Cost-Saving Strategies: To offset expenses and due to economic concerns, more travelers are choosing to stay with friends or family during their trips this year (30%), a notable 15-point increase compared to last year. Other cost-cutting strategies include reducing shopping (29%) and their spending on dining out (28%).
Travelers are adapting to economic pressures, balancing their desire for a winter getaway with practical, budget-friendly choices.
As winter travels are expected to increase this year, it’s clear that many are looking for a cost-effective getaway filled with local adventures, sunny escapes, or international cultural explorations. Gen Zs and millennials lead the charge, driven by their sense of adventure and desire for new experiences.
The Winter Travel 2025 study not only reveals evolving travel trends but also provides a glimpse into the motivations and preferences of today’s travelers. While these insights are only the tip of the iceberg, one thing is for sure: winter wanderlust is here to stay and sets the tone for new travel trends.
