Top Takeaways From the Latest Portrait of the American Traveler

This year has brought increasing financial pressures on the American consumer's wallet, along with a shifting and more fraught travel landscape.

The Consumer Price Index (CPI) for February, for instance, was up 2.8 percent compared to the same month last year. At the same time, there is increased concern about flying amid the recent spate of plane crashes.

Despite those troubling realities, the latest edition of Portrait of American Travelers by MMGY, reveals that Americans are traveling more this year than they have in the past five years.

"Travel is no longer just a luxury – it's an essential part of Americans' lives, serving as a key investment in well-being, connection and personal fulfillment," says Simon Moriarty, MMGY Travel Intelligence VP of Syndicated Research.

The undaunted enthusiasm for travel is merely one of the developments identified by the just-released MMGY report, which is based on a February 2025 survey of 4,500 active leisure travelers. 

Now in its 35th year, the Portrait of American Travelers report is widely regarded as a leading barometer of travel trends. Here's a closer look at some of the additional themes it unearthed by the spring report.

Travel Is an Investment in Well-Being and Connection

American travelers plan to spend more ($5,138) and take more vacations (4.2 vacations on average) in the next 12 months than at any time in the previous five years, according to the survey that was conducted to prepare the spring report.

"More travelers are willing to stretch their budgets to accommodate their wanderlust, even as affordability concerns rise," says the report.

"Many are embracing off-season travel and alternative accommodations, such as short-term rentals, to maximize value without sacrificing quality," adds the report.

Evolving Destinations: Weather and Politics at Play

While perennial favorites like Hawaii, Florida and California continue to attract their fair share of visitors, extreme weather events are impacting enthusiasm for specific regions, per the latest survey data.

"Conversely, Washington, D.C., has surged in popularity, likely influenced by its heightened media presence following the recent presidential election," says the report.

Sustainability Matters – As Long As It's Affordable

The worsening climate change crisis, not to mention the many environmental challenges facing the planet, is not lost on many travelers it seems.

The survey found that environmental consciousness continues to shape travel decisions, with travelers showing a strong preference for eco-friendly options that do not come at an added cost.

To that end, it seems opting for off-season travel has become a key sustainability strategy, reducing environmental strain while offering budget-friendly options," says the report.

Moreover, more than half of travelers (58 percent) have had their fill of the overtourism challenges that are impacting popular global destinations. Those same travelers are keeping overtourism considerations top of mind when they select locations for travel. What's more, this issue will continue to be part of the traveler's decision-making process for the next five to 10 years, says the report.

Technology & AI: Tailored Travel Planning

Adoption of technology has long been fractured by generation and age. And the same seems to hold true with its use among travelers.

Gen Zers and Millennials, for instance, are relying heavily on AI tools and social media influencers not only for trip inspo but also for itinerary creation.

In contrast, Boomers continue to favor traditional travel advisors and review websites.

And this is indeed the age of AI, even in the travel industry.

AI-driven travel assistance, from itinerary generation to price comparisons, is rapidly growing in popularity, says the report. About 34 percent of travelers now use AI for trip planning. That's a slight uptick from the 31 percent who said as much back in early 2024.

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