Generali Global Assistance has shared the U.S. findings from the 2025 edition of its annual “Holiday Barometer,” a global travel sentiment survey conducted by the consumer research firm Ipsos across 23 countries on behalf of Europ Assistance.
The survey was conducted online from Feb. 24 to March 26 and highlights key insights from U.S. participants on how Americans plan to travel this summer. Based on responses from 1,000 residents, the study reveals that while travelers remain eager to explore, many are adjusting their plans to align with evolving budgets and global conditions. Domestic destinations are expected to take center stage, with more travelers seeking meaningful, close-to-home experiences.
“American travelers continue to show a strong desire to explore, but they’re doing so more thoughtfully in 2025," Chris Carnicelli, CEO of Generali Global Assistance, said in a statement. "Many are opting for shorter, closer-to-home trips shaped by both economic realities (e.g. inflation, flight prices) and a desire for meaningful, low-stress experiences."
Key findings from the survey include:
U.S. Travel Trends: Value, Planning and Personalization
- Shorter trips, smaller groups – Travelers are planning vacations averaging 1.5 weeks, typically taken in groups of 2.4 people.
- Staying close to home – 53 percent of Americans prefer domestic travel this summer, while 25 percent plan to travel internationally.
- Booking further in advance – 71 percent say they will book their trips at least two months ahead, signaling a more intentional planning mindset.
- Lodging preferences – Hotels remain the most popular accommodation choice (58 percent), followed by vacation rentals (24 percent).
- What drives summer travel – Time in nature, family connections and cultural exploration top the list of motivations.
- Emerging travel trends – Travelers are leaning into slow tourism, event-based travel and less touristy destinations.
The Role of Technology in Travel Planning
- Twenty-two percent of U.S. travelers have used AI tools to plan their trips while another 25 percent say they intend to use AI tools to prepare their future vacations.
- Forty-three percent of U.S. travelers would use AI for activity recommendations and travel information.
Travel Protection: Confidence in an Uncertain Environment
- Forty-one percent of Americans indicate they plan to purchase travel protection in 2025.
- The top three traveler concerns include losing something important; being stranded or unable to return home; and falling victim to a travel scam at their destination.
- AI is influencing protection decisions, too: 19 percent have already used AI to choose a travel protection product and 26 percent plan to use AI for travel protection decisions in the future.