American travelers aren’t staying home — they’re simply redefining what travel means. According to the latest Portrait of American Travelers™ Fall Edition from MMGY Travel Intelligence, U.S. travelers are maintaining steady travel plans despite rising costs, opting for hands-on culinary experiences and intimate family trips in place of traditional holiday gatherings.
The nationwide survey of more than 4,500 Americans underscores that travel remains a top lifestyle priority, with 66% of respondents planning a leisure trip within the next six months. While price sensitivity is shaping behavior, the findings reveal that travelers are increasingly value-driven and experience-focused, seeking authenticity, connection, and purpose in their journeys.
“American travelers remain eager to explore, but they’re making different choices about how and with whom they travel,” said Simon Moriarty, Vice President of Syndicated Research for MMGY Travel Intelligence. “We’re seeing a meaningful shift toward memory-making and deeper connections with immediate family rather than traditional gatherings.”
Key Findings
Holidays Get More Intimate
More than half (53%) of active leisure travelers plan to travel during the 2025 winter holidays, but how they travel is changing. While 45% will visit friends and extended family, 36% are choosing vacations with their immediate families, signaling a preference for shared experiences over obligation-based visits.
Culinary Travel Gets Hands-On
Food remains central to the travel experience—but priorities are evolving. Interest in cooking classes rose to 19% (up from 15% in 2024), while dining at award-winning restaurants dropped to 18%, down 13 percentage points. The data points to a growing desire for interactive, local food experiences that feel authentic and offer value for money.
World Cup Sparks Global Wanderlust
The upcoming 2026 FIFA World Cup is already influencing travel plans. 21% of active leisure travelers say they intend to travel for the event, with an average spend of $3,652 per trip. Top motivations include experiencing a “once-in-a-lifetime event” and supporting their national team.
AI Becomes a Planning Companion
Technology continues to reshape the travel journey. 40% of travelers have used AI tools like ChatGPT for trip planning—a 10-point increase from 2024. Adoption is highest among Millennials and families with children (59%), who primarily use AI for discovering activities. Yet, trust remains firmly human: travelers are more than twice as likely to rely on human recommendations over AI-generated suggestions.
The Portrait of American Travelers™ remains the industry’s longest-running and most comprehensive analysis of U.S. leisure travel habits. The Fall 2025 edition dives deeper into topics such as international travel, destination preferences, and evolving motivations across Gen Z, Millennial, Gen X, and Boomer audiences.
