U.S. Summer Travel Snapshot 2025 – Insights Travel Advisors Can Use This Season

The summer season is heating up — and so is the opportunity for travel advisors to guide their clients through smarter, safer bookings. With 77% of Americans excited or happy to travel this summer, demand is high — but expectations and risks are evolving. Our latest research reveals how American travelers are planning their trips and what you can do to meet their needs and help grow your business.

💰 Budget vs. Value: Clients Are Spending Less, But Still Expecting More

In 2025, Americans plan to spend an average of $3,132 per trip — a 25% drop compared to 2024. Trips are shorter too, averaging 1.5 weeks, and most travel groups are small — with just 2.4 travelers per trip.

Clients are seeking value and personalization. They need expert guidance to make every dollar go further and avoid costly disruptions.

🌍 Destination Choices: Mostly Domestic, But International Is Gaining Ground

• Over half (53%) of travelers prefer vacationing within the U.S.
• Top international destinations: France, Italy, and Canada
• Preferred settings: Seaside > City > Mountain/Countryside

Travelers continue to seek familiarity, relaxation, and scenic escapes — but younger and higher-income travelers are more likely to go abroad. As their advisor, you can help them navigate destinations, protection needs, and cultural experiences.

📅 When They’re Booking: Late Planners Need Quick Support

Peak travel will hit in June (30%), July (30%), and August (26%). Yet 71% of travelers book at least two months in advance. That creates a tight window to inspire, quote, and confirm bookings.

Advisors who stay ahead with proactive follow-ups, flexible options, and real-time insights will stand out this summer.

⚠️ Client Concerns Are High — And So Is Your Opportunity

Safety, scams, and lost belongings are the top concerns for travelers.
Yet only 41% of U.S. travelers say they plan to purchase travel protection this summer. That’s not due to a lack of risk — it’s a knowledge gap.

This creates an opportunity for you to add value by educating clients on coverage options, what’s included, and how it can help bring peace of mind.

🧠 New Behaviors: AI, Sustainability, and Purposeful Planning

• 22% have used AI tools to plan trips
• 25% plan to try AI planning soon
• 43% would use AI for activity recommendations/information

• 19% have used AI to choose travel protection; 26% plan to
• 51% would shift habits for sustainable brand perks from the government
• Top vacation values: nature, connection with friends/family, cultural discovery
• Emerging travel trends: slow tourism, event-based trips, less-touristy destinations

This presents a unique opportunity for advisors to act as thoughtful curators — recommending personalized, ethical, and value-driven trips based on evolving preferences.

📌 What This Means for You

• Clients expect flexibility, smart spending, and tailored experiences
• Advisors who respond quickly during short booking windows will likely close more sales
• Coverage education (especially travel protection) helps builds trust and retention
• Trends like AI, eco-travel, and off-the-beaten-path destinations offer new ways to stand out

✅ Final Takeaway

This summer, travelers are eager to explore — but they’re also more selective, concerned, and cost-conscious. Your expertise is the differentiator. Use these insights to lead the conversation, highlight protection, and become an indispensable partner in your clients’ journeys.

📊 Survey Methodology

The U.S. Summer Travel Snapshot 2025 is based on the 2025 Holiday Barometer conducted by Europ Assistance in partnership with Ipsos. The survey was conducted online between February 24 and March 26, 2025, among a nationally representative sample of 1,000 U.S. adults aged 18 and older. A total of 23 countries participated in the study: Germany, Austria, Belgium, Spain, France, Italy, Poland, Portugal, Czech Republic, United Kingdom, Switzerland, Australia, New Zealand, United States, Canada, Japan, Hong Kong, South Korea, Malaysia, Singapore, India, Saudi Arabia and United Arab Emirates.