- The popularity of road trips has reached a decade high, driven by families seeking affordable and flexible travel.
- The use of AI for travel planning is growing significantly, with younger generations leading the adoption for personalized itineraries.
- Cannabis tourism is an emerging sector, with a growing number of travelers interested in cannabis-related experiences.
- Luxury travel is being redefined, with a shift in priority from traditional spending to premium airfare and wellness experiences.
MMGY’s 2025 Portrait of American Traveler report highlights a resilient and evolving tourism landscape in the United States. Despite economic and geopolitical concerns, Americans are still committed to leisure travel, valuing experiences over material goods. One of the most significant trends is the resurgence of road trips, which have reached a decade-high in popularity, especially among Millennials and Gen Xers with families. These travelers are seeking affordable, flexible, and nostalgic journeys, with iconic routes like the Pacific Coast Highway proving to be particularly popular.
The report also reveals the increasing role of technology and niche interests in travel planning. The use of AI-powered tools like ChatGPT for trip preparation has seen a notable increase, especially among younger generations, demonstrating a growing desire for personalized and efficient planning. At the same time, an intriguing new trend is cannabis tourism, with a sizable portion of travelers showing interest in cannabis-related experiences, diversifying destination appeal in compliant states.
Furthermore, the very definition of luxury travel is changing, with travelers now prioritizing premium airfare and wellness-focused experiences over traditional high-end spending. This shift reflects a move towards more meaningful and authentic journeys. The survey underscores the importance of a diverse and family-friendly approach to tourism, as destinations must adapt their strategies to cater to a variety of lifestyles and preferences. Overall, the findings paint a picture of an adaptable industry that is embracing new technologies and consumer values to fuel continued growth.