Eight in 10 adults in the US plan to take a vacation in the next 12 months, 7% more than those who reported the same in the winter 2023 Portrait of American Travelers survey by MMGY.

Americans, in fact, according to the survey, intend to spend much more and travel more next year, as the average vacation budget rises to $ 5,051 and the number of trips reported increases to 4.1 trips per person.

These survey findings are the highest in four years, eclipsing even Americans’ post-pandemic travel intentions.

Our research found that Americans are devoting an increasing portion of their disposable income to vacations, signaling a conscious choice to prioritize experiences and a strong commitment to travel in 2025, said Simon Moriarty, Vice President of Research and Analytics at MMGY Travel Intelligence

Other research findings:

Brand Trust and Loyalty: The survey found significant increases in loyalty across all sectors – with airlines and hotels seeing widespread increases in their loyalty program memberships. Hotel loyalty program members grew by 6% since 2023, while airlines saw an even greater increase of 8%.

Changing Influences: Social media creators and influencers were found to be more influential than celebrities when it comes to travel decisions. More than half (51%) of respondents said they had been “somewhat” or “a lot” influenced by influencers, compared to 41% by celebrities.

Traveling abroad: Interest in international travel in the next six months is at its highest level since 2020, with significantly more travelers than in previous years planning trips between November and April. The low-cost, less crowded nature of off-peak vacations continues to be enticing for American travelers.

MMGY’s Portrait of American Travelers study has been considered the leading barometer of travel trends for 34 years and a key tool for developing and evolving marketing strategies. The travel trend insights presented in this “Winter Edition” report were obtained from interviews with 4,500 adults in the U.S. between October and November 2024 and include data from four generations: Gen Zers (18-25), Millennials (26-41), Gen Xers (42–57), and Boomers (58–76). The Silent/GI generation (77+) was also surveyed, but results are not broken down for that generation due to the small sample size of respondents.

MMGY Global is the world’s leading integrated marketing firm specializing in the travel, hospitality, and lifestyle industries. MMGY Travel Intelligence is the data and insights arm of MMGY, which delivers leading research, including the Portrait of American Travelers and DK Shifflet’s TRAVEL PERFORMANCE/Monitor SM. MMGY Travel Intelligence surveys are designed to provide travel industry decision-makers with reliable data on consumer travel habits and intentions.

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