From AI to the Open Road: MMGY’s Summer Survey Captures How Americans Are Traveling Amid Global Headwinds
MMGY’s new Portrait of American Travelers® report depicts a value-driven, tech-savvy traveler seeking authenticity and experience
Kansas City, MO (July 10, 2025) - New research from MMGY reveals that American travelers remain deeply committed to leisure travel, even as economic headwinds and global uncertainty shape their choices. According to the 2025 “Summer Edition” of Portrait of American Travelers®, U.S. travelers are increasingly hitting the road, turning to artificial intelligence for planning support and embracing evolving definitions of luxury, lifestyle and wellness.
Based on a survey of 4,500 U.S. travelers, Portrait of American Travelers® is the travel industry’s longest-running and most trusted examination of leisure travel behavior in America. While the latest wave of research indicates a softening in trip volume and projected spending compared to earlier in the year, the outlook remains positive: Travelers are adapting rather than opting out.
“Travel remains a core priority for consumers, but how Americans travel is clearly shifting,” said Simon Moriarty, Vice President of Syndicated Research at MMGY Travel Intelligence. “We’re seeing a more nimble, value-conscious traveler emerge –embracing tools like AI, open-road exploration and experiences that offer greater personalization, flexibility and meaning.”
Travel marketers should anticipate continued fluctuations in consumer trip intent and spending for the duration of 2025, Moriarty said, but it’s encouraging to see how adaptable and experience-driven U.S. travelers have become, even in the face of inflation or geopolitical concerns. In fact, the vast majority (76%) of travelers agreed that their travel memories were more valuable to them than any material item they purchased in the last year, underscoring the emotional and economic importance of leisure travel in today’s culture.
Additional highlights from the report follow.
● Road Trips Hit a Decade High – Sixty-four percent of U.S. travelers took a road trip in the past year, the highest level in more than a decade. Millennials and Gen Xers with children are driving the trend, drawn to the flexibility, affordability and nostalgic appeal of the open road. The Pacific Coast Highway emerged as the most popular route among road trippers.
● AI Enters the Mainstream – Forty-two percent of leisure travelers now utilize AI-powered tools such as ChatGPT to plan their trips – a 14% increase year over year. Gen Zers and Millennials are leading adoption, although human recommendations are still considered twice as trustworthy. AI is seen as a planning supplement, not a replacement.
● Cannabis Tourism Grows – Almost 4 in 10 travelers (39%) are interested in cannabis-related vacation experiences, with Gen Zers and Millennials showing the strongest demand. Notably, nearly a quarter of these interested travelers are not regular cannabis users, pointing to curiosity and the appeal of alternative experiences during a vacation. Visiting a cannabis shop, sampling room or farm were cited as the top activities of interest and represent a tourism driver exclusive to a select few U.S. states.
● Luxury Redefined – The appetite for luxury travel is expanding, with over a third (34%) of travelers now identifying themselves as luxury consumers. Spending patterns are also evolving, with demand for high-end accommodations and restaurants dropping significantly since 2024. In stark contrast, premium airfare is a nonnegotiable component of the luxury journey, whereas other luxuries are seen as more discretionary.
Featuring these insights along with in-depth data on travel advisors, family travel and diversity, the “Summer Edition” of Portrait of American Travelers® is now available for purchase or as part of an all-access subscription to EurekA!, MMGY’s new searchable research platform. To learn more, visit mmgyintel.com.
About the 2025 Portrait of American Travelers®
MMGY’s Portrait of American Travelers® is the travel industry’s longest-running and most trusted examination of U.S. leisure travel behavior. It provides an in-depth examination of the impact of current economic conditions, social values and emerging travel habits and intentions. The “Summer Edition” is based on interviews with 4,509 U.S. adults conducted in April 2025, with generational insights from Gen Zers (18–28), Millennials (29–44), Gen Xers (45–60) and Boomers (61–79). Results from the Silent Generation (80+) are included in totals but not reported separately due to sample size. This is the second of four quarterly reports slated for 2025.
About MMGY
As MMGY Global’s flagship integrated marketing and communications agency specializing in travel, tourism and hospitality – MMGY knows travel. Drawing upon our own research and insights from over four decades of working with clients around the world, we bring a new perspective to connecting travel brands with today’s traveler. Offering services from integrated marketing and creative to destination representation and PR, we provide our clients with unrivaled expertise. For more information, visit mmgy.com.