More Americans intend to hit the road this holiday season than at any point in the past five years—but rising financial worries could keep their wallets closed, according to Deloitte’s “2025 Holiday Travel Survey.”
The Big Picture
- 54 percent of Americans say they plan to travel between Thanksgiving and mid-January, up 5 percentage points from 2024.
- Yet average holiday travel budgets are down 18 percent year-over-year to $2,334.
- Deloitte notes this could translate into shorter trips, fewer flights, and weaker spending across hotels and in-destination activities.
- “Many Americans are planning fewer flights and hotel stays, with tighter wallets in tow,” Kate Ferrara, vice chair and U.S. transportation, hospitality and services sector leader at Deloitte, said in a statement. “Although our survey found that more consumers plan to travel to be with loved ones, they are hesitant to spend on extending and upgrading their trips. This is expected to leave many travel providers bracing for a softer winter. But those who lean into loyalty and shifting preferences, particularly among younger generations, could be better positioned to weather the journey ahead.”
By the Numbers
- 31 percent of travelers say their financial situation is worse than a year ago, up from 26 percent in 2024.
- High-income travelers (which Deloitte defines as those making at least $100,000 annually) plan to cut back the most, reducing their number of trips from 2.5 to 1.9.
- Gen Z travelers are tightening their belts the hardest, trimming budgets by 31 percent year-over-year.
- Boomers are the only group planning to spend more, up 4 percent from 2024.
- “Laptop luggers” (those who work while traveling) plan to spend the most: $3,283 on their longest trip.
What It Means for Advisors
Travel advisors and suppliers may face a mixed landscape this season: higher traveler volume but lower per-trip spending.
- Fewer flyers: Just 47 percent plan to take a flight on their longest trip, down from 55 percent in 2024.
- More road trips: 57 percent of those driving say it’s to save money.
- Hotels face rate pressure: 63 percent rank price among their top three booking factors; luxury stays and upgrades are down.
- Activities take a hit: Spending on tours, attractions, and ticketed events is declining across the board.
Tech Takes Off
Generative AI is becoming the new digital travel agent.
- 24 percent of travelers plan to use GenAI to plan trips—triple the 2023 rate.
- Millennials and Gen Z are leading adoption (31 percent and 30 percent, respectively).
- Travelers use AI most for activity ideas (67 percent), destination inspiration (56 percent), and accommodation research (54 percent).
- “Despite economic uncertainty, holiday travelers appear to be plugged-in and ready to roam,” added Eileen Crowley, U.S. transportation, hospitality and services leader at Deloitte. “More surveyed travelers are embracing AI tools to seamlessly craft personalized adventures. What’s more, respondents are willing to splurge on a luxurious experience. Travel providers who focus on innovation and engaging consumers across generations and income levels will likely have the opportunity to capture attention from those planning more travel in the new year.”
Luxury Still Finds a Way
Even amid tighter budgets, one in four respondents identify as luxury travelers.
- These travelers are nearly twice as likely to book first-class air and place stronger weight on customer service and brand reputation.
- Gen Z equates luxury with amenities, millennials with dining, and boomers with location.
The Bottom Line
The “2025 Holiday Travel Survey” shows a travel market in motion but not necessarily in momentum.
More Americans are packing their bags—but they’re also packing their own snacks, skipping the upgrades, and letting AI plan the route.
Source: Deloitte
Related Stories
Survey: How Far Americans Plan to Travel This Holiday Season
Skyscanner Report: The 7 Trends Shaping Travel in 2026
Travel to Italy Surges Ahead of 2026 Winter Olympics
Expedia Survey Shows Importance of Travel Content Amid AI Boom