As 2025 approaches, Americans are eager to embrace travel experiences that offer relaxation, adventure, and exploration. According to the latest 2024 Internova Index: North American Traveler Insights, a survey conducted by Internova Travel Group, leisure travel is expected to surge in 2025, with a notable increase in international trips and the continued growth of travel advisor services. This insightful report highlights a growing trend across all age groups, income levels, and travel preferences, reinforcing the role of professional travel advisors in helping travelers navigate the evolving tourism landscape.

The survey revealed that the average number of international trips per U.S. traveler increased by 22% in the past year, compared to the same period in 2023. This surge, particularly within the premium and budget segments, signals a renewed enthusiasm for both domestic and international travel. As 2025 draws near, 25% of travelers anticipate taking more leisure trips, underscoring a consistent trend of exploration, adventure, and escapism across various demographics.

Increased Interest in International Travel

The report highlighted that the growth in travel is not just confined to domestic getaways but extends to international destinations. Luxury travelers, in particular, are propelling the rise in international trips, indicating a strong demand for travel experiences beyond the United States and Canada. From long-haul vacations to spontaneous weekend getaways, the survey found that travelers are seeking new destinations and more immersive experiences.

As a result, the demand for travel advisors is expected to grow significantly in 2025. The survey showed that 60% of travelers intend to rely on travel advisors when booking their trips. This figure is especially notable among younger travelers aged 35 and under, who value the expertise and support provided by travel professionals. Travel advisors are appreciated not only for their destination knowledge but also for offering support during unforeseen events, from flight cancellations to sudden itinerary changes.

Raul Leal, CEO of SH Hotels & Resorts, echoed these sentiments, noting that the role of travel advisors is vital as consumers seek personalized travel experiences and help navigating complex travel planning. He stated, “Americans are looking for vacations that allow them to unwind and recharge, and many are turning to travel advisors for their knowledge and ability to save time while ensuring a smooth travel experience.”

Destination Preferences: Domestic vs. International

The survey results also revealed an interesting distinction between domestic and international preferences. Younger travelers were more likely to opt for domestic locations, with a particular interest in wellness and adventure travel. Wellness-focused vacations, such as spa retreats or hiking expeditions, are gaining popularity, especially among millennials and Gen Z. Conversely, older travelers are gravitating toward long-haul trips, with many planning visits to Europe, Asia, and South America.

In the realm of luxury travel, more than half of ultra-luxury travelers reported that they would use a travel advisor in 2025. This group tends to prioritize rest, relaxation, and bespoke travel experiences. Luxury travelers are 25% more likely to seek premium upgrades for tours and cruises, and they are particularly drawn to destinations that offer a blend of sightseeing and relaxation. Europe continues to be the most popular destination for ultra-luxury travelers, with countries like the United Kingdom, France, and Italy remaining at the top of the list. However, there has been a noticeable shift towards exploring lesser-known regions, such as South America and Asia, which have seen a 200% increase in popularity over the past year.

The fastest-growing destinations for ultra-luxury travelers include Chile, Cambodia, and China, signaling a post-pandemic shift towards more off-the-beaten-path locations. As these travelers become more open to less conventional destinations, it reflects a broader trend of exploration, with an emphasis on authentic experiences and cultural immersion.

The Rise of Specialty Travel

The survey also touched on specialty travel preferences, with a significant percentage of both younger and luxury travelers expressing interest in theme-based vacations. Roughly 60% of these travelers are attracted to activities centered around specific themes, such as wellness, culinary experiences, and adventure. This could involve spa treatments, fine dining, hiking, or scuba diving—all of which are considered essential components of a modern vacation.

Additionally, the report highlighted the growing demand for LGBTQ+ travel. Compared to the general traveler population, LGBTQ+ travelers are more likely to choose destinations like Hawaii and Europe, and they are twice as likely to travel solo. This group places a premium on inclusive, welcoming travel experiences, and the demand for tailored offerings is expected to rise in 2025.

A Bright Future for Travel Advisors and the Tourism Industry

Henry Gilroy, Senior Vice President of Strategic Development at Internova Travel Group, emphasized the encouraging outlook for the travel industry in 2025. “The future of travel looks incredibly bright as Americans continue to seek new and exciting experiences. With the rise in travel advisor usage, there is a growing appreciation for the value that professional advice and support bring to the travel planning process.”

As more travelers turn to experts for assistance, the travel industry is poised for a robust year ahead, with greater collaboration between travelers and advisors. For those seeking to navigate the complexities of post-pandemic travel, expert guidance will continue to be a key factor in ensuring a successful and enjoyable vacation experience.