U.S. Traveler Trends 2025: More Social Media and AI, a Rebound for Online Travel Agencies
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Skift Take
In 2025, U.S. travelers are more confident, digitally empowered, and experience-driven — redefining how, why, and where they travel.
Americans are traveling again — but how they plan, book, and prioritize those trips is changing fast, according to Skift Research's latest report, U.S. Traveler Trends 2025.
Our survey shows that two-thirds of Americans have taken at least one overnight trip this year — the highest share in six years. Leisure travel continues to dominate, with a sharp turn toward relaxation, culinary adventures, and immersive experiences. Meanwhile, business travel remains static at just 14%.
A Digital First Traveler: Influenced by Social Media, Guided by AIOur survey also shows that social media is no longer just for inspiration; it’s now a
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