Two insightful new reports provide a revealing snapshot of travel consumer behavior in 2025, spotlighting the preferences and spending patterns shaping this year’s travel landscape. One survey, conducted by multinational professional services firm EY, explores global attitudes toward experiential entertainment, including cruise, theme parks, and live events. The other, from travel insurance provider IMG, analyzes travel protection purchases and itinerary data to uncover evolving travel patterns for summer 2025.

U.S. Consumers Top Global Cruise Spending, Driven by Experience and Premium Upgrades

  • According to the Global Media & Entertainment Pulse Poll by EY, 74% of U.S. travelers who cruised spent more than $1,000 per trip, significantly outpacing the global average of 61%.
  • Despite this high spending, only 15% of approximately 4,000 respondents worldwide reported taking a cruise in the past year, indicating room for growth in market penetration.
  • Nearly half of recent cruise buyers (49% globally) purchased upgrades or premium options, with 86% affirming that these enhancements met or exceeded expectations, showcasing strong demand for elevated travel experiences.
  • Younger generations—Gen Z and Millennials—emerged as the most enthusiastic seekers of curated, tech-forward, and wellness-oriented cruise perks, such as app-based services, gamified experiences, and status rewards.
  • Gen Z respondents notably led in intentions to purchase fast or priority passes to theme parks, with 66% planning to buy compared to 59% across all ages.
  • The Global Media & Entertainment Pulse Poll also found that younger travelers are more likely to design entire trips around entertainment events, a trend with 52% of U.S. consumers traveling last year specifically for such experiences.

Summer 2025 Travel Budgets Rise Amid Economic Uncertainty

  • Travel insurance data from IMG—analyzing 23,000 summer travel itineraries—reveals a 13% increase in average trip costs insured for the 2025 summer season compared to 2024.
  • Travelers seem to be prioritizing protection, as evidenced by a 20%+ rise in travel protection plan purchases year-over-year, potentially spurred by economic and geopolitical uncertainties.
  • The average trip length is also increasing, with summer 2025 itineraries averaging 10 days, one day longer than the previous summer.
  • IMG’s analysis identifies the top five international destinations for U.S. summer travelers in 2025 as:
    • Mexico
    • Canada
    • United Kingdom
    • Italy
    • Dominican Republic

These destinations reflect a mix of proximity, cultural appeal, and established tourism infrastructure that continues to attract American travelers.

Emerging Travel Trends: What Advisors Should Know

  • U.S. consumers’ leadership in cruise spending highlights an opportunity for travel advisors to promote premium cruise experiences, targeting not only the affluent but also younger demographics seeking unique, tech-enabled perks.
  • With half of cruisers purchasing upgrades, advisors should emphasize value-added amenities such as specialty dining, wellness programs, and immersive shore excursions.
  • The rising interest in travel protection plans underlines the growing consumer focus on safety and security, making insurance an essential component of trip planning conversations.
  • The increase in trip duration and average spend suggests travelers are willing to invest more time and resources for quality experiences.
  • The dominance of entertainment-driven travel, particularly among Gen Z and Millennials, offers an opening for advisors to craft trips centered on festivals, sporting events, concerts, and theme parks.

Market Insights: Experiential Travel Takes Center Stage

The Global Media & Entertainment Pulse Poll covered a broad spectrum of experiential entertainment including cruises, theme parks, casinos, live shows, and local events. It reflects a wider consumer shift towards valuing experiences over possessions—a trend accelerating in travel as well.

Travelers today increasingly seek meaningful, curated activities and value seamless integration of technology to personalize and enhance their journeys. From gamification and app-based interactions to wellness and sustainability-focused offerings, the travel industry’s ability to adapt to these desires will be critical for continued growth.

The Role of Travel Insurance in a Changing Landscape

The IMG report’s findings on travel protection indicate a broader awareness among travelers of potential risks ranging from geopolitical instability to health and weather disruptions. This increase in protective measures is not just a reaction to external uncertainties but also a reflection of more informed and risk-conscious consumers.

Travel advisors should educate clients on the benefits of comprehensive travel insurance packages that cover medical emergencies, trip cancellations, and interruptions, helping travelers feel confident as they book longer, higher-value trips.

Geographic Travel Patterns: Focus on Familiar and Emerging Destinations

  • The summer 2025 destination data shows a mix of nearby getaways and classic European favorites, reflecting a balanced desire for both convenience and international exploration.
  • Mexico and Canada continue to benefit from geographic proximity to the U.S. market, offering diverse experiences from beaches and resorts to cultural city escapes.
  • The United Kingdom and Italy maintain strong appeal for their rich history, cuisine, and world-class attractions.
  • The Dominican Republic rounds out the list as a perennial Caribbean hotspot known for its all-inclusive resorts and natural beauty.

Implications for Travel Industry Stakeholders

  • Cruise lines and tour operators should leverage the demand for premium experiences and tech-enabled services, particularly targeting younger demographics who value wellness and interactivity.
  • Hotels and resorts can capitalize on travelers’ growing budgets by enhancing amenities and developing event-driven packages that cater to entertainment-focused tourists.
  • Travel insurance providers may see increased uptake and should tailor marketing strategies to emphasize the peace of mind their products bring amid uncertainties.
  • Travel advisors are uniquely positioned to guide clients through this complex landscape by offering personalized, curated itineraries that align with evolving consumer priorities.

Conclusion

The latest data from EY and IMG reveal a vibrant travel market in 2025, characterized by increased spending, longer trips, and a growing appetite for experiential and premium travel offerings. U.S. consumers continue to lead the global cruise spending, with younger generations driving demand for innovative, wellness-focused perks.

Summer 2025 promises a dynamic travel season with heightened budgets, an emphasis on safety via travel protection plans, and a clear preference for entertainment-centric and culturally rich experiences. For travel advisors and industry professionals, these insights provide a roadmap to better serve evolving traveler expectations and to capitalize on emerging opportunities.

As the travel industry adapts to these trends, prioritizing technology, personalization, and consumer confidence will be key to sustaining momentum in a rapidly changing global tourism landscape.

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