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 influential than celebrities when it comes to travel decisions. More than half (51%) of respondents said that they had been influenced “somewhat” or “a great deal” by influencers, compared to 41% by celebrities. 
  
• Traveling Abroad: Interest in international travel over the next six months is at its highest level since 2020, with far more travelers than in previous years planning trips between November and April. The low-cost and less-crowded nature of off-peak vacations continues to be alluring to American travelers.