Americans Seek Meaningful Getaways Closer to Home This Summer

Generali Global Assistance releases the findings of its 2025 Ipsos Holiday Barometer, highlighting how Americans are adapting their travel habits this season.

SAN DIEGO, May 20, 2025 /PRNewswire/ -- Generali Global Assistance ("GGA") today announced the U.S. findings from the 2025 edition of its annual Holiday Barometer – a global travel sentiment survey conducted by the consumer research firm Ipsos across 23 countries on behalf of Europ Assistance.

The 2025 Holiday Barometer highlights key insights from U.S. participants on how Americans plan to travel this summer. Based on responses from 1,000 residents, the survey reveals that while travelers remain eager to explore, many are adjusting their plans to align with evolving budgets and global conditions. Domestic destinations are expected to take center stage, with more travelers seeking meaningful, close-to-home experiences.

Chris Carnicelli, CEO of Generali Global Assistance, commented on the findings, "American travelers continue to show a strong desire to explore, but they're doing so more thoughtfully in 2025. Many are opting for shorter, closer-to-home trips shaped by both economic realities (e.g. inflation, flight prices) and a desire for meaningful, low-stress experiences. This shift presents a powerful opportunity for the travel industry—not just to adapt, but to guide. By helping travelers understand how protection can help add value and peace of mind to their plans, we can turn caution into confidence and create stronger, more resilient travel experiences for everyone."

U.S. Travel Trends: Value, Planning, and Personalization

• Shorter trips, smaller groups: Travelers are planning vacations averaging 1.5 weeks, typically taken in groups of 2.4 people.
• Staying close to home: 53% of Americans prefer domestic travel this summer, while 25% plan to travel internationally.
• Booking further in advance: 71% say they will book their trips at least two months ahead, signaling a more intentional planning mindset.
• Lodging preferences: Hotels remain the most popular accommodation choice (58%), followed by vacation rentals (24%).
• What drives summer travel: Time in nature, family connections, and cultural exploration top the list of motivations.
• Emerging travel trends: Travelers are leaning into slow tourism, event-based travel, and less touristy destinations.

The Role of Technology in Travel Planning

• 22% of U.S. travelers have used AI tools to plan their trips while another 25% say they intend to use AI tools to prepare their future vacations.
• 43% of U.S. travelers would use AI for activity recommendations and travel information.

Travel Protection: Confidence in an Uncertain Environment

• 41% of Americans indicate they plan to purchase travel protection in 2025.
• The top three traveler concerns include:
  • Losing something important
  • Being stranded or unable to return home
  • Falling victim to a travel scam at their destination
• AI is influencing protection decisions too:
  • 19% have already used AI to choose a travel protection product
  • 26% plan to use AI for travel protection decisions in the future

Survey Methodology

The 2025 edition of the Holiday Barometer was conducted online between February 24, 2025, 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.

About Generali Global Assistance

Generali Global Assistance (GGA) is a leading provider of travel insurance and assistance services. GGA is part of the Generali/Europ Assistance Group, which for over 190 years has provided peace of mind to its clients and their customers and is now supported by more than 72,000 employees worldwide. Our success is built on establishing trust by putting the customer at the core of everything we do, bringing them "From distress to relief. Anytime, anywhere."

To learn more, please visit: https://us.generaliglobalassistance.com/

GGA Media Contact
M Group Strategic Communications (for Generali Global Assistance)
generalipr@mgroupsc.com 

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SOURCE Generali Global Assistance