NEW YORK—Deloitte shared the findings from its 2025 Vacation Journey Survey. Key takeaways embody:
- Vacation journey intent continued to rise, however budgets will not be following go well with: Greater than half (54 p.c) of survey respondents supposed to journey between Thanksgiving and mid-January with a median funds of $2,334, which is down 18 p.c from 2024.
- Almost 1 in 5 high-income vacationers surveyed mentioned they’re worse off financially than a yr in the past, resulting in a major reduce in journey plans.
- Whereas Gen Z and millennials are anticipated to make up half of the vacation touring public for the primary time, surveyed Gen Z vacationers deliberate to scale back their vacation budgets considerably, by 31 p.c year-over-year.
- Generative AI (GenAI) use for journey planning was anticipated to surge to 24 p.c this season amongst respondents, triple the speed from simply two years in the past.
The 2025 Vacation Journey Survey findings spotlight that though extra People might plan to journey this yr between Thanksgiving and mid-January, monetary considerations might influence this intent, with many vacationers anticipated to cut back on the variety of journeys, journey length, and their total journey spending.
Deloitte’s 2025 Vacation Journey Survey is predicated on a survey of three,896 People fielded between Sept. 26 and Oct. 3, 2025. Of those, 2,099 respondents who’re planning to journey between Thanksgiving and mid-January certified as vacation vacationers.
Vacation Journey Intent
Whereas extra survey respondents plan to journey this vacation season, 31 p.c mentioned their monetary state of affairs is worse than a yr in the past, up from 26 p.c in 2024. In consequence, vacationers throughout the board are anticipated to be extra cost-conscious. These respondents who deliberate to journey anticipated to take 1.83 journeys this season in comparison with 2.14 in 2024, and spend a median of $2,334, which is down 18 down year-over-year.
- Greater than half of People surveyed (54 p.c) deliberate to journey over the vacations, up 5 share factors from 2024.
- Excessive-income survey respondents (these making $100,000 or extra per yr) had been anticipated to drag again essentially the most: They deliberate to scale back their variety of journeys from 2.5 to 1.9, and 16 p.c deliberate to considerably lower their longest-trip budgets, up from 11 p.c in 2024. Moreover, high-income vacationers surveyed who felt worse about their funds are planning on chopping their in-destination spend (37 p.c) or choosing much less luxurious lodging (35 p.c).
- All generations surveyed anticipated to chop again on vacation journey spending, apart from Boomers, who deliberate to extend their journey spending by 4 p.c year-over-year. Whereas Gen Z and millennials had been anticipated to make up half of the touring public for the primary time this vacation season, surveyed Gen Z vacationers deliberate to scale back their vacation budgets essentially the most, down 31 p.c year-over-year.
- The variety of surveyed vacationers who deliberate to spend extra this vacation season is down 9 share factors year-over-year to 19 p.c. Of these planning to spend extra, 1 in 5 mentioned it’s as a result of they haven’t taken a giant journey not too long ago and have more cash to spend, whereas twice as many (38 p.c) mentioned they can’t afford to journey.
- Extra survey respondents had been downgrading their journeys and had been hesitant to spend on upgrades. Amongst vacationers planning to scale back their budgets, they mentioned they’ll reduce on in-destination spend (28 p.c versus 22 p.c in 2024) and drive as a substitute of fly (29 p.c versus 21 p.c in 2024). Amongst these planning to spend extra this season, splurging on extra luxurious lodging is down essentially the most (36 p.c versus 44 p.c in 2024).
- Almost half (44 p.c) of employed vacationers responding to the survey supposed to work, a minimum of partially, on their longest journey of the vacation season, in comparison with 49 p.c final yr. This group of “laptop computer luggers” deliberate to take extra journeys (2.3 journeys) and spend extra ($3,283 for his or her longest journey). One in 3 laptop computer luggers mentioned their longest vacation journey will final a minimum of seven nights.
Journey
Journey suppliers may even see a weaker vacation season as surveyed People grow to be extra conscious of what they pack into their itineraries.
- Fewer surveyed vacationers supposed to catch flights this vacation season: 47 p.c of vacationers will take a flight on their longest journey of the season, down from 55 p.c in 2024.
- Respondents from all revenue ranges deliberate to fly much less, with high-income earners pulling again essentially the most. 53 deliberate to take a home flight sooner or later in the course of the season, down from 63 p.c final yr. Worldwide journey was anticipated to extend barely, amongst low-income earners (10 p.c versus 6 p.c in 2024).
- 37 p.c of air vacationers surveyed deliberate to buy the lowest-price ticket on their most well-liked airline.
- Greater than half (57 p.c) of surveyed vacationers planning to drive as a substitute of fly on their longest journey mentioned they had been doing so to save cash, up from 47 p.c in 2024.
- Center and high-income respondents deliberate to drag again on resort stays, whereas low-income earners deliberate to extend their resort stays barely, up 3 share factors year-over-year.
- 63 p.c of surveyed resort vacationers ranked charges within the high three attributes of their resort choice, adopted by customer support ranges (29 p.c) and loyalty packages (27 p.c).
- Surveyed vacationers deliberate to chop again on excursions and actions year-over-year, with participation in ticketed or public occasions anticipated to say no 9 share factors on People’ longest journeys, guided day journeys down 8 share factors, and points of interest down 7 share factors.
“Many People are planning fewer flights and resort stays, with tighter wallets in tow,” mentioned Kate Ferrara, vice chair and U.S. transportation, hospitality, and providers sector chief, Deloitte. Though our survey discovered that extra customers plan to journey to be with family members, they’re hesitant to spend on extending and upgrading their journeys. That is anticipated to go away many journey suppliers bracing for a softer winter. However those that lean into loyalty and shifting preferences, significantly amongst youthful generations, might be higher positioned to climate the journey forward.”
Vacationers Use GenAI as a Journey Agent
Using GenAI for vacation journey planning elevated amongst survey respondents, as extra vacationers leveraged the know-how for exercise suggestions, vacation spot concepts, and lodging choices that match their tastes and budgets.
- Amongst respondents, GenAI adoption in journey planning was anticipated to achieve 24 p.c this vacation season, up from 16 p.c in 2024 and eight p.c in 2023. All surveyed generations elevated their use of GenAI know-how, significantly millennials (31 p.c) and Gen Z (30 p.c) vacationers.
- This vacation season, respondents deliberate to make use of GenAI essentially the most to analysis actions and points of interest (67 p.c of these utilizing GenAI for journey planning), adopted by locations (56 p.c) and lodging (54 p.c).
- Whereas solely 24 p.c of GenAI-using vacationers surveyed deliberate to make use of GenAI for restaurant suggestions, the restaurant sector noticed this analysis translate to precise visits essentially the most (55 p.c), in comparison with conversion on analysis associated to flights (46 p.c) and lodging (45 p.c).
- For his or her longest vacation journey, surveyed vacationers most well-liked to e book through a model’s direct channel throughout journey merchandise, together with flights, lodges, and personal leases.
Vacation Vacationers Discover Room for Luxurious
Even amid softening journey spend intentions, these surveyed gave the impression to be discovering room for luxurious of their vacation journeys.
- About 1 in 4 respondents (26 p.c) certified as luxurious vacationers, that means they’ve stayed at a property they take into account luxurious up to now two years and have stayed at a resort with a nightly price of $400 or extra throughout a minimum of two leisure journeys in 2025.
- Amongst luxurious vacationers surveyed, Gen Z vacationers (49 p.c) linked luxurious to the provision and high quality of facilities, millennials (19 p.c) (who journey with kids greater than others) related it with on-property eating, and boomers (31 p.c) related it with extraordinary places.
- Surveyed luxurious vacationers had been additionally almost twice as possible as others to e book first-class air tickets, and when selecting a resort, they gave a lot larger weight to customer support and loyalty memberships.
- Luxurious vacationers related excessive service ranges (42 p.c) and model identify (20 p.c) with a luxurious resort greater than different respondents.
“Regardless of financial uncertainty, vacation vacationers look like plugged-in and able to roam,” mentioned Eileen Crowley, U.S. transportation, hospitality and providers chief, Deloitte. Extra surveyed vacationers are embracing AI instruments to seamlessly craft personalised adventures. What’s extra, respondents are keen to splurge on an opulent expertise. Journey suppliers who give attention to innovation and interesting customers throughout generations and revenue ranges will possible have the chance to seize consideration from these planning extra journey within the new yr.”
