A new report by Arival Travel turns the tables on the way Americans plan their trips, with Millennials and Gen Z leading the way in this change. The 2025 US Experiences Travel Outlook report reveals that it is no longer just a list of attractions that counts but mainly the atmosphere and feeling of the experience.
A survey of 800 American travelers and an additional 2,400 participants from Europe and the USA examines their habits and preferences, highlighting how the new generation now perceives their travels.
The new trends of American travelers
Almost 65% of respondents state that the available experiences have a decisive influence on the choice of destination. Younger travelers (ages 18-54) are seeking authentic experiences, from local flavors and themed tours to cultural events and neighborhoods with character. The old question, “Where do I want to go?” is gradually giving way to “What do I want to experience and where can I find it?”
Those under 34 tend to plan their trips early, while those over 55 prefer last-minute bookings or make decisions on the spot. Trends for culinary experiences, themed tours, festivals, sporting events, and wellness are at the top of their preferences.
The challenges of 2025
Despite the growing demand for unique travel experiences, economic pressures such as inflation are expected to limit travel for many young Americans. Most will settle for one or two getaways a year, while some may be forced to not travel at all. Experts warn that tour operators will need to invest in more personalized and targeted offerings to remain competitive in the new travel reality.
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