As fall progresses and the US economy shows signs of fatigue, Americans’ travel habits are changing, driven by value, wellness, the redefinition of luxury and events.
The latest report “The State of the American Traveler” (October 2025) by Future Partners records a clear shift from superficial “luxury” to substantive, experiential and authentic travel.
As the report shows, despite their concerns about the economic situation, Americans’ intention to travel remains strong: 92.4% say they will take at least one trip in 2026, with an average of 3.8 trips per person, compared to 3.7 last year.
Gen X leads (4 trips), followed by Millennials and Boomers (3.8), while Gen Z is at a lower level (3.3).
This gap highlights both economic inequalities and the different approaches each age group takes to the concept of leisure.
“Good time” to spend on travel
Despite pressures on family budgets, travel activity remains remarkably resilient.
More than one in three (34.4%) believe that now is a good time to spend on leisure, while 59.4% plan to prioritize travel in the coming months.
Fall, once a “transition” season, has now become a second peak travel season.
Nearly 50% of Americans took an overnight trip in September — a slightly lower percentage than August, but higher than last year.
Economic Psychology: Resilience with a Shade of Caution
34.8% of Americans say their financial situation is better than last year, but optimism about the future seems to be fading: only 45.7% expect improvement within the next year.
Concern about a recession in the next six months is intensifying (46.8%), up 9 percentage points from last year, while high travel costs and fuel prices remain key deterrents.
Millennials (59.4%), Gen X (45.3%), and Boomers (32.1%) report a decline in their optimism about their financial situation in the coming period. The only exception is Gen Z, where almost two in three (63.3%) report economic optimism.
“Anti-Luxury Travel”: The New Trend That’s Redefining Luxury
The most interesting shift in the American market is the rise of “anti-luxury travel,” a model that rejects “show-off experiences” and focuses on authenticity, sustainability, and emotional value.
About 43.3% of Americans find this philosophy appealing, a percentage that jumps to 58.8% among Gen Z and 53% among Millennials, but is limited to 27.8 for Boomers.
The same trend is evident at lower incomes. 51.6% of Americans with incomes under $50,000 are interested in this type of travel, compared to 36.9% with incomes of at least $200,000.
The shift comes from younger generations, who also seem to care about luxury experiences, redefining their meaning. 64.7% of Gen Z and 53.5% of Millennials say luxury is important for leisure travel, compared to just 38% of Boomers.
In terms of sources of travel inspiration, digital platforms dominate: streaming services, YouTube and Instagram are top sources for destination ideas.
Wellness takes center stage
Across all generations and income groups, wellness plays a central role in travel decisions: 65.2% say wellness is important when planning and 43.2% actively seek out travel experiences that support physical, mental or spiritual health.
This is particularly pronounced among Millennials and women, underscoring the need for travel companies to incorporate wellness into both their messaging and offerings. Their frequent use of card points and loyalty rewards reinforces the importance of personalized customer relationships — from airlines to boutique hotels.
Meanwhile, event-based travel remains a key vacation motivator. Half of U.S. travelers (51.3%) say they are interested in Route 66 Centennial events — especially Millennials, Gen X, city dwellers, and parents of school-aged children. By 2026, more than 20% say they are interested in traveling for the FIFA World Cup.
