ToursByLocals 2025 Travel Trends Report

ToursByLocals recently surveyed 1,000 Americans ages 21 - 90 with an interest in travel. The data below offers a look at the shifting desires and emerging priorities shaping how Americans will explore the world next year. Here are the 15 questions we posed, along with the key findings.

1. What are you most likely to splurge on when you’re traveling?

54% of US travelers say they are most likely to splurge on an experience, such as a tour or special activity when traveling compared to:
Hotel room upgrade - 12%
Flight upgrade - 8%
A Michelin-starred restaurant - 8%
Tickets to an event - 18%

2. A lot of travel talk these days centers around terms like “immersive” and “meaningful”. But what does a “meaningful” travel experience really look like to you?

80% say making lasting memories is what makes a “meaningful” travel experience
60% Trying something I’ve never done before
59% Learning new things that stay with me after the trip
49% Going beyond sightseeing to more hands-on interaction with a destination

3. Help us settle this once and for all: When it comes to flying, we want to know your preferences!

When flying:

62% choose the window seat vs. the aisle
54% check luggage vs. 46% only bring a carry-on
56% keep their seats up vs. 44% recline their seats
70% line up at the gate so they’re first on the plane vs. 30% wait until the last minute
61% bring entertainment for the flight vs. 39% rely on in-flight entertainment
20% nap when they arrive at their destination vs. 80% power though until bedtime

4. Which travel trend are you most likely to participate in in 2025?

32% - Destination Dupes ((I.e. Traveling to a similar, less expensive and less crowded version of a popular destination - like swapping Barcelona for Girona)
21% - Solo Travel
17% - Culinary travel (I.e. Traveling to a destination specifically to indulge in local cuisine)
12% - Gig-Tripping (I.e. Traveling to a concert, music festival, etc.)
9% - Set-Jetting (I.e. Traveling to a destination you’ve seen in your favorite TV show or movie - Hi, Emily in Paris Season 4!)
9% - Sports Travel I.e. Traveling to a destination specifically for a game, tournament, etc. - Hi, Paris Olympics!)

5. How often do you purchase an entirely new wardrobe for your trip?

56% Almost always purchase one or two new items for a trip
22% never purchase anything new just for a trip
13% will purchase all new attire only if it’s a really special trip
9% of people purchase an entirely new wardrobe for their vacation

Q6.When going to a foreign country where you don't speak the language, what do you do?

51% of people try to learn some or more of a foreign language before traveling to the destination
27% rely on Google translate or other translation apps
19% wing it and hope to find someone who speaks English
4% leverage a private guide to help with the language barrier

Q7. How do you plan visits to a gallery or museum?

49% of people buy tickets to a gallery or museum well in advance and plan what exhibits they most want to see when traveling
19% of people book a tour with a guide to learn more about what they’re seeing
19% of people are just not gallery people, and don’t include museums on their trip itineraries
9% head straight to the museum’s highlights
2% don’t book in advance, get discouraged standing in long lines for tickets and change plans

Q8. How likely are you to go out of your comfort zone and try a new activity while on a trip?

81% say they are likely to highly likely to go out of their comfort zone and try a new activity when on a trip

Q9. What’s your preferred way of booking flights and hotels?

50% say their preferred way of booking flights and hotels is direct with the provider
43% choose OTAs
7% use travel agents

Q10. What’s your favourite way to get to know a new city?

30% say their favorite way to get to know a new city is by getting recommendations from locals or friends who have been there
25% always like to take a guided tour
24% explore independently with a map at hand
20% explore using an app or guidebook

Q11. If you could only book one tour to explore a new destination, what would its focus be?

29% say its focus would be on hitting the city highlights
23% say history
16% say food and drink
12% say local arts and culture
11% say active adventure
7% say a day trip out of town
1% say photography

Q12. What’s your trip planning style?

42% say their trip planning style is research months ahead of time and book all of their “must-do” activities before they arrive
31% plan one activity a day, leaving room for spontaneity
20% say their plan is no plan; they like to be flexible and decide on the spot what to do next
7% say they throw schedules and busy days out the window; they travel to slow down and relax.

Q13 and Q14. How many leisure trips (including at least one overnight) did you take in 2024 and how many trips are you planning to take in 2025?

Americans are planning to travel more in 2025 - 37% took 3 or more trips in 2024, but 51% are planning for 3 or more trips in 2025

Q15. When it comes to your travel plans for 2025, are you heading overseas or staying in the US?

33% of Americans say they are only planning vacation within the US in 2025
29% are mainly traveling in the US, but considering an international getaway
24% are splitting their travel time between domestic and international trips
7% are mainly traveling overseas, but will likely have a short getaway in the US
6% say they are only plannings internationally in 2025

Snapshot of Generational Findings:

Gen Z:

Solo travel is hot for Gen Z, with 33% saying its the travel trend they are most likely to participate in in 2025, compared to 21% of all other generations 21% say they buy an entirely new wardrobe whenever they travel, compared to 9% of all other generations - However, 46% of Gen Z say they usually purchase only one or two new items 56% say their preferred way of booking flights and hotels is direct Gen Z is planning to travel more in 2025 - 44% took 3 or more trips in 2024, but 64% are planning for 3 or more trips in 2025

Millennials:

50% say their preferred way of booking flights and hotels is through OTAs They love the window seat: 75% of millennials choose it over aisle, similar to Gen Z. Only 50% of Boomers choose the window. Millennials are more likely than older generations to rely on apps to help with language in a foreign country. 1 in 3 millennials do this, vs only 1 in 5 boomers. The younger generations are all about booking tickets in advance: 64% of Gen Z and 57% of millennials will book a gallery or museum visit ahead of time, vs 43% Boomers and Gen X.

Gen X:

They’re planning on travelling more in 2025 than 2024, with 50% planning on taking 3 or more trips next year, compared with only 31% taking that number in 2024. They’re also the most likely demographic to travel with only carry-on. Gen X are the most independent travellers, preferring to explore a new city on their own, rather than using an app, tour, or guidebook. They’re also the most likely generation to travel with carry-on only; just over 50% opt not to check a bag.

Boomers:

More than any other group, Boomers prioritized spending on experiences, with just over 55% selecting this as the part of travel they’re most likely to splurge on. While Boomers were less likely than the average respondent to want to try something they’d never done before while travelling (about half of respondents were open to this), 63% wanted to learn new things that stayed with them after the trip, whereas only 50% of millennials prioritized learning on vacation. Like Gen Z, Boomers are more likely to book travel direct. 56% of Boomers surveyed booked direct, compared to 44% of millennials. They’re also the generation most likely to use a travel agent to book travel, at almost 10%.