American Travel Habits Evolve Amid Economic Shifts, MMGY Survey Finds

Based on responses from over 4,500 American travelers, the report highlights a strong commitment to leisure travel, though with changing preferences and behaviors.

Road Trips on the Rise

A key finding is the significant surge in road trip popularity—64% of respondents reported taking a road trip within the past year, the highest rate in over a decade. This trend is especially prominent among Millennials and Gen Xers with children, who value the affordability and flexibility road travel offers. Iconic routes like the Pacific Coast Highway are proving especially popular.

AI Becomes a Travel Companion

Technology is also playing a larger role in travel planning. The report notes that 42% of leisure travelers are now using AI-powered tools—such as ChatGPT—for trip planning, a 14% increase from last year. While younger generations like Gen Z and Millennials are leading this shift, travelers still place twice as much trust in human recommendations, showing that AI complements rather than replaces traditional planning methods.

Growing Interest in Cannabis Tourism

Another emerging trend is the increasing interest in cannabis-related travel experiences. Approximately 39% of travelers expressed curiosity about these offerings, with nearly a quarter of them being non-regular cannabis users. Activities such as visiting cannabis farms and dispensaries are gaining traction, particularly among younger demographics, though these experiences remain limited to certain U.S. states.

Luxury Travel Redefined

The definition of luxury travel is also evolving. While 34% of travelers still consider themselves luxury consumers, spending habits are shifting. Demand for upscale hotels and fine dining has seen a decline since 2024. In contrast, premium airfare continues to be a priority, suggesting that travelers are now more selective—valuing comfort and convenience in transit over traditional luxury experiences at the destination.

MMGY’s findings reflect a dynamic travel landscape, where economic factors, technology, and cultural shifts are shaping how Americans explore the world in 2025.