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U.S. Travel Demand Reaches Four-Year High as Americans Plan to Travel More and Spend Bigger in 2025

Americans expressed their strong appetite for travel in the “Winter Edition” of MMGY’s Portrait of American Travelers^®a newly released study. Nearly 8 in 10 U.S. adults plan to take a vacation in the next 12 months, a 7% increase since winter 2023. The average vacation budget will climb to $5,051 and travel frequency rises to 4.1 trips per person.

Highlights from the report:

Brand Loyalty: The survey identified a significant increase in brand loyalty across all sectors – with airlines and hotels witnessing extensive growth in their loyalty program memberships. Hotel loyalty program members grew 6% since 2023, while airlines observed an even larger growth of 8%.
Shifting Influences: Social media content creators and influencers were found to be more influentia