AMERICANS ARE PLANNING more travel in 2025, with average vacation budgets rising to $5,051 and travel frequency increasing to 4.1 trips per person, according to a recent MMGY Global study. Nearly 80 percent of U.S. adults plan to vacation in the next 12 months, up 7 percent from winter 2023.
MMGY’s Portrait of American Travelers Winter Edition highlights shifting U.S. travel habits, including increased brand loyalty and outbound tourism, revealing a strong travel appetite.
“Americans’ intent to travel is at its highest in almost four years, surpassing even the spikes seen in the post-pandemic surge,” said Simon Moriarty, MMGY Travel Intelligence’s vice president for research and analytics. “Our survey found Americans are dedicating more disposable income to vacations, prioritizing experiences and committing to travel in 2025.”
The survey also shows growing brand loyalty, with airlines and hotels seeing significant increases in loyalty program memberships. Hotel loyalty memberships grew by 6 percent since 2023, while airline programs grew by 8 percent.
Social media influencers, despite a drop in perceived authenticity, are now more influential than celebrities in travel decisions. About 51 percent of respondents said influencers impacted their choices, compared to 41 percent for celebrities.
Interest in international travel for the next six months is at its highest since 2020, with more travelers planning trips between November and April. The appeal of off-peak vacations—lower costs and fewer crowds—continues to attract Americans.
In July, an Expedia study found that vacation deprivation in the U.S. reached an 11-year high, with 65 percent of Americans feeling they don’t have enough time off. Moreover, around 53 percent plan to skip some of their 12 vacation days, the fewest of any country.
