As the summer of 2025 draws near, U.S. travelers are shifting their focus towards domestic vacations, according to the latest Generali Global Assistance Holiday Barometer. The annual survey conducted by Ipsos highlights a growing preference for exploring local destinations, as travelers prioritize affordability, meaningful experiences, and simple, stress-free planning amidst ongoing global and economic uncertainties.

Domestic Travel Outpaces International Trips in 2025

The survey reveals that a clear majority of Americans—53%—plan to travel within the U.S. this summer, while only 25% are looking to venture abroad. This growing preference for domestic travel signals a change in how U.S. residents approach vacations, with many opting for closer destinations that offer both economic value and personal significance. Familiar locations and easy logistics are taking precedence over the complexities of international travel.

The typical U.S. vacation is also undergoing a transformation. Most trips are now shorter, averaging about 1.5 weeks, and are often taken in small groups, with an average of 2.4 people per party. Many of these trips center around visiting family, attending regional events, or experiencing nature—reflecting a broader trend towards slower, more immersive forms of tourism that allow travelers to connect more deeply with their surroundings.

Planning Ahead: A Shift Toward Organized and Timely Travel

A significant change in 2025 is the growing trend of Americans booking their vacations earlier. According to the survey, 71% of respondents plan to secure their travel arrangements at least two months before their trips. This marks a clear departure from the previous habit of last-minute planning, with travelers now prioritizing less stress and more deliberate decision-making when selecting their destinations.

When it comes to accommodations, hotels remain the dominant choice, with 58% of travelers opting for them. However, vacation rentals are also increasingly popular, with 24% of respondents choosing them for their flexibility and home-like atmosphere, offering a more personalized travel experience.

Key Insights on U.S. Summer Travel in 2025

AI’s Role in Streamlining Travel Planning and Protection

Technology is playing a larger role in how Americans prepare for their vacations. According to the survey, 22% of travelers have already used artificial intelligence (AI) to assist in planning their trips, and another 25% are planning to incorporate AI tools into their future travel preparations. AI is primarily being used to generate personalized recommendations for destinations, activities, and itineraries, making it easier for travelers to craft bespoke travel experiences.

Artificial intelligence is carving out a significant role in travel protection, with nearly one in five travelers already using AI tools to navigate insurance and coverage options. In addition, 26% of respondents indicated they’re open to relying on AI for future decisions related to travel safeguards. This rising interest underscores a broader shift toward tech-enabled peace of mind, as travelers seek efficient, personalized solutions to minimize risk and simplify the complexities of modern travel.

Security Concerns Drive Increased Demand for Travel Protection

As U.S. travelers prepare for their journeys in 2025, security concerns are at the forefront of their minds. Common fears include misplacing valuable personal belongings, getting stranded without the ability to return home, and falling prey to travel-related scams. In response to these anxieties, there has been a noticeable surge in demand for travel insurance, with 41% of survey participants planning to purchase coverage for their upcoming trips. This reflects a shift towards a more proactive approach to travel, where travelers are prioritizing protection and preparedness to prevent potential issues before they arise.

Travel with Purpose: Emotional and Cultural Connections Take Priority

In addition to the usual concerns of affordability and ease, many U.S. travelers are prioritizing experiences that offer deeper personal significance. The survey highlighted several primary reasons why Americans are venturing out this summer, such as:

• Escaping the digital world and reconnecting with nature
• Strengthening family ties and nurturing traditions
• Exploring cultural landmarks and understanding local history

This shift towards purpose-driven travel is reflective of a broader desire for deeper, more fulfilling experiences. Travelers are no longer just looking to relax or sightsee; they want to create lasting memories and engage with destinations in a more profound way.

A New Era for U.S. Travel: Embracing Early Planning and Protection

The summer travel season of 2025 marks a transformative shift in U.S. tourism. Americans are increasingly favoring domestic travel, planning their vacations well in advance, and integrating technology and protection into their trip preparations. This shift signifies a departure from traditional travel habits, with a growing focus on comfort, security, and purposeful experiences. The upcoming season is set to deliver a more enriching, organized, and stress-free travel experience, reflecting a new era of mindful exploration.

Travelers are increasingly focused on taking control of their journeys, seeking local experiences that are both enriching and relaxing. The rising use of AI tools and the increasing importance of travel protection indicate that Americans are not just planning vacations—they are proactively crafting experiences that prioritize well-being, safety, and connection.

As the travel industry adapts to these new preferences, it will be crucial for providers to offer the tools and support that travelers need to navigate this new era of purposeful, stress-free travel. Whether travelers are rediscovering local gems or venturing out to new regions, 2025 is set to be a year of thoughtful, meaningful travel.

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