Travel Behavior in the US

American Travelers are Self-Guided and Digitally Fluent

Americans rank among the world’s most self-reliant travelers. According to our global survey, 67% of U.S. respondents prefer to arrange their travel independently, without the help of tour operators or agencies. That’s higher than the global average and even ahead of traditionally independent countries like Australia and France. This DIY spirit is further confirmed by their booking habits: 85% of Americans book their trips online, making them one of the most digitally autonomous traveler segments in the world.

Local by Choice: Hot Destinations Stay Close to Home

Despite this freedom and digital fluency, American travelers don’t venture far. Only 4% say they intend to travel to Europe in summer 2025, and just 2% mention Asia. A full 36% plan to stay within North America. Instead of focusing on promoting long-haul trips, brands should optimize localized experiences, especially in North America. Travel businesses should double down on:

- Domestic short breaks and road trips, packaged with flexible, self-guided features.

- "Explore your backyard" campaigns targeted at digitally fluent but comfort-seeking U.S. consumers.

Relaxation Travel Takes the Lead

Another lens into this story lies in the type of travel Americans pursue. When asked what kind of trips suit them best, 63% of U.S. respondents chose “relaxation trips,” far ahead of niche interests like adventure, culture, or wellness. After years of stress, uncertainty, and fast-paced life, many Americans are now seeking trips that help them slow down and recharge. Even those who used to chase excitement now want something simpler, more peaceful. The takeaway is clear: keep offering relaxing trips, but make them easy to book, flexible, and calming. For overseas trips, focus on “simple comfort” or “easy-going escapes” rather than adventure or cultural experiences.