As the world grows more interconnected and more uncertain, travel habits are evolving. Our latest research reveals a growing sensitivity to international political and economic developments, reshaping not just where people travel, but how they think about travel altogether.
A New Era of Global Awareness Among Travelers
In a world where headlines increasingly shape travel plans, more than half (56%) report their future travel decisions will be influenced by global political and economic conditions. This mindset is especially strong among Gen Z, Millennials, and families with children, signaling a shift toward globally informed decision-making. For the travel industry, this means that destination appeal is now intertwined with geopolitical stability. Travel brands will need to navigate both inspiration and reassurance to remain relevant.
The Cost of Travel: Divided Confidence, Shared Concerns
Americans are weighing both financial and emotional investments when it comes to future trips. Perceptions are split on whether international trips will remain financially accessible in the near future. Just 45% express confidence that global political and economic conditions will support affordable, accessible international travel, while 55% are not.
What’s driving this uncertainty? The top concerns around travel affordability include retaliatory tariffs (41%), global fuel price instability (35%), and airfare hikes linked to supply chain disruptions (35%). As global disruptions increasingly ripple into everyday budgets, consumers are recalibrating not just where they’ll go, but whether they can afford to go at all.
Want to understand which demographic is most concerned about retaliatory tariffs? Or who’s most impacted by airfare spikes? Those granular insights—along with regional variations—are explored further in the full report.
Changing Costs, Changing Travel Habits
If travel becomes more expensive or logistically complex, nearly half (46%) say they’ll become more selective in their travel choices. Others signal a shift toward domestic travel (29%) or even putting travel on pause (28%) until global conditions stabilize.
Interestingly, while some may retreat from travel, younger generations are likely to adapt differently—either prioritizing convenience or investing in once-in-a-lifetime experiences, highlighting the different ways generations may respond to uncertainty. This signals an emerging divergence in behavior: while some retreat, others reframe. For travel brands, the future lies in understanding both mindsets, and designing experiences that meet people where they are.
This behavioral divergence could present a competitive advantage for brands that can flex their offerings—balancing risk-averse options with aspirational packages or entire travel experiences that appeal to more adventurous segments.
Curious about who’s drawn to adventure travel and why? Explore our Summer Travel 2025 report here.
What This Means for Travel Brands
Value is no longer just about price—it’s about trust, flexibility, and relevance. As travelers weigh global risks alongside personal budgets, brands that lead with clarity, adaptability, and emotional connection will have a distinct advantage.
The future of travel belongs to brands that can inspire confidently and deliver consistently.
We’ve only scratched the surface here. Download the full report for a deeper dive into what’s next—including actionable recommendations for travel providers. It’s your guide to navigating the evolving landscape of travel with insight, not guesswork.
