Americans Opt for Closer, More Meaningful Travel Experiences Amid Global Changes

Americans are choosing to have more meaningful travel experiences closer to home amidst global changes, according to the 2025 Holiday Barometer survey by Ipsos for Generali Global Assistance. The survey of 1,000 U.S. residents shows a shift towards domestic travel, with an increased focus on value, personalization, and advanced planning. Generali Global Assistance CEO, Chris Carnicelli, sees this trend as an opportunity for the travel industry to offer guidance on the importance of protection in travel plans, turning caution into confidence.

Key findings include a preference for shorter trips with smaller groups, with 53% of Americans favoring domestic travel this summer. The survey also indicates a growing interest in booking trips further in advance and choosing accommodations like hotels and vacation rentals. Travel motivations center around nature, family, and culture, with emerging trends like slow tourism and event-based travel gaining popularity.

Technology, particularly AI, plays a significant role in travel planning, with 22% of U.S. travelers using AI tools for trip planning and 43% considering AI for activity recommendations and travel information. Concerns about travel protection lead 41% of Americans to plan on purchasing travel protection in 2025, with AI influencing decision-making in this area as well.

The survey was conducted online from February 24, 2025, to March 26, 2025, among a representative sample of 1,000 U.S. adults aged 18 and older, with 23 countries participating in the study.