ToursByLocals has published its inaugural 2025 Travel Trends report, highlighting the evolving preferences and priorities of American travelers for the upcoming year. Based on insights from a proprietary survey of 1,000 U.S. travelers aged 21 to 90, the report outlines significant trends that are shaping the travel industry, emphasizing a heightened focus on meaningful experiences and the rising influence of Generation Z.
As travel habits shift, 2025 is poised to redefine how travelers allocate their budgets. The survey indicates that 54% of respondents are most inclined to invest in experiences—such as private tours and unique events—while only 12% expressed a willingness to spend more on hotel room upgrades, 8% on flight upgrades, and 8% on dining at Michelin-starred restaurants.
“Experiences take center stage because they add rich, meaningful depth to every trip,” stated Chen, a representative of ToursByLocals. “More travelers are opting for private, customized trips that offer an irreplaceable human touch, enabling them to engage deeply with local culture and create lasting memories.”
The frequency of travel is also on the rise, with 51% of respondents planning to embark on three or more trips in the coming year, a notable increase from 37% in 2024. Economic uncertainties and the approaching presidential election are contributing to a surge in domestic travel, with 33% of participants indicating they will only travel within the United States, while a mere 6% plan to travel exclusively abroad. In anticipation of this trend, ToursByLocals is expanding its roster of U.S.-based guides to meet the expected demand.
Additionally, travelers are increasingly favoring independent bookings, with 50% preferring to reserve flights and accommodations directly rather than through online travel agencies (OTAs) or tour operators. This shift in planning styles is evident, as 42% of travelers conduct extensive research months in advance and book all essential activities before their arrival. ToursByLocals’ booking data reflects this trend, revealing that over half of participants book tours between two and twelve months ahead of their trips.
Related Topics:
