MMGY’s latest report on American travel habits, released in its 2025 “Summer Edition” of the Portrait of American Travelers, paints a fascinating picture of how U.S. travelers are adapting to economic challenges and global uncertainties.
- 64% of American travelers have taken a road trip in the past year, marking the highest level of road trip activity in over a decade.
- Millennials and Gen Xers with children are driving this trend, attracted by the flexibility and affordability that road trips offer.
- The Pacific Coast Highway has emerged as a popular route among these travelers.
This increase in road trip activity is significant, particularly in an era where economic uncertainty and global events may deter travelers from embarking on long-distance journeys. However, it also speaks to the resilience and adaptability of American travelers.
Another notable trend highlighted by the report is the growing use of artificial intelligence tools for travel planning.
| Percentage of travelers using AI-powered tools | 42% |
| Year-over-year increase in AI usage | 14% |
This 14% increase from the previous year indicates a steady growth in the adoption of AI-powered tools, such as ChatGPT, among leisure travelers.
Interestingly, while Gen Z and Millennials are leading the adoption of these technologies, human recommendations remain twice as trusted, suggesting that AI is viewed as a supplementary planning tool rather than a replacement.
Further insights into American travel habits can be gleaned from the report’s discussion on cannabis-related vacation experiences.
- Cannabis-related vacation experiences are becoming increasingly popular among travelers, with 39% expressing interest in such activities.
- Gen Z and Millennials are driving this trend, with nearly a quarter of interested travelers not being regular cannabis users.
- Activities such as visiting cannabis shops and farms are cited as popular choices, although these opportunities are limited to certain states.
This trend highlights the evolving preferences of American travelers, who are increasingly seeking unique and experiential travel experiences.
Lastly, the report sheds light on the transformation of the luxury travel market.
“Luxury travel is redefining itself, with travelers prioritizing certain aspects of their journey over others.” – MMGY report
The report notes that 34% of travelers identify as luxury consumers, yet spending patterns are shifting.
