As we approach the peak travel season, the latest U.S. Travel Insights: Summer 2025 report reveals a clear message for the travel industry: travelers are still packing their bags—but they’re doing it smarter, more strategically, and with their wallets front of mind.
Travel demand is steady, especially among younger adults and families
Despite economic uncertainty, Americans aren’t staying home. Half plan to take at least one leisure trip this summer, and one in five will likely travel for business, both consistent with 2024 levels. What’s notable this year is who’s showing the strongest travel intent.
- Households with children are much more likely to be planning a trip compared to those without kids.
- Younger generations, particularly Millennials and Gen Z, are leading the charge, while Boomers and Gen X are showing more hesitation.
📌 What it means: Travel businesses should tailor offers to meet the needs of families and younger travelers. Promote multi-room accommodations, flexible booking policies, and kid-friendly amenities, and emphasize stress-free logistics and togetherness. For Millennials and Gen Z, a strong online presence and value add-ons like local tips, wellness perks, or curated experiences can make a difference in booking decisions.
Adventure travel remains a top pick for purposeful getaways
While visiting friends and family (45%) and city trips (25%) top the list of vacation types, adventure travel remains a strong third, chosen by 17% of travelers. These trips aren’t just about adrenaline — they’re about well-being, nature, and disconnecting from everyday stress.
Hiking and camping lead among planned adventure activities this summer. For those booking with a provider, cost (39%), local guide expertise (31%), and equipment availability (30%) are key decision drivers.
📌 What it means: The appetite for meaningful, outdoor-centered experiences remains strong. Travel brands can meet this demand by offering accessible, well-guided, and wellness-oriented packages. Simple additions — like gear rentals, mindfulness-focused itineraries, or local guides — can help adventure seekers feel supported without overcomplicating the offer.
Travelers are budgeting wisely
Even though the majority of travelers affected by economic concerns are adjusting their plans, most aren’t backing out of travel altogether. Instead, they’re choosing cheaper accommodations (31%), cutting dining costs (29%), and staying with friends or family (25%).
With an average summer travel budget of $4,670, Americans are planning their vacations with budget awareness and spending limits in mind:
- Millennials are planning to spend the most, with an average budget of $6,380 — reflecting their strong presence in the market and willingness to invest in meaningful experiences.
- Boomers ($3,360) and Gen Z ($3,560) report the lowest budgets, pointing to more cautious or limited spending power.
- Families with children also show high intent, budgeting $6,330 on average, compared to just $3,820 among those without kids, highlighting their desire to create memories through shared experiences.
📌 What it means: This is a highly strategic travel audience. They’re deliberate with their spending, not frugal. Brands that position themselves as value-smart, and offer perks, rewards, and meaningful experiences are best positioned to connect. Transparent pricing, flexible options, and tiered offerings (basic-to-premium) will help match diverse budgets without compromising on perceived quality.
Want more data?
The U.S. Travel Insights: Summer 2025 report is packed with data on demographics, spending behaviors, motivations, and barriers. Whether you’re designing packages, adjusting marketing strategy, or looking to better understand what matters most to today’s traveler, this is essential reading.
