VANCOUVER, British Columbia--(BUSINESS WIRE)--Global private tour marketplace ToursByLocals has unveiled its first-ever 2025 Travel Trends Report, offering an in-depth look at the shifting desires and emerging priorities shaping how Americans will explore the world next year. Drawing insights from a proprietary survey of 1,000 U.S. travelers aged 21–90, the report reveals key trends driving the industry forward, from an increased focus on meaningful experiences to the growing influence of Gen Z.
"Today’s traveler seeks deeper connections and cultural enrichment, approaching each trip with greater intention," said Lisa Chen, CEO and President of ToursByLocals. “We’re seeing that travelers would sooner trade off hotel or flight upgrades so they can spend on private tours; they’re choosing to invest in experiences that create lasting memories.”
1. Changing Travel Priorities in 2025
A look at how travelers will book, what they will spend their money on, how often they will travel, and more.
2025 will redefine how travelers spend their travel budgets. 54% of travelers said they are most likely to splurge on an experience—such as a private tour or special activity—compared to 12% on hotel room upgrades, 8% on flight upgrades, and 8% on dining at Michelin-starred restaurants.
“Experiences are really taking center stage because they add such rich, meaningful depth to every trip,” said Chen. “More and more travelers are choosing private, customized tours with that irreplaceable human touch, as they seek moments that resonate deeply, help them connect with the local culture, and linger in their memories.”
Travel frequency is also on the rise: 51% of travelers are planning three or more trips next year, up from 37% in 2024. However, with economic uncertainty and the forthcoming presidential election on the horizon, domestic travel is also booming—33% say they will only travel within the U.S., while just 6% plan to travel exclusively abroad. To account for this, ToursByLocals is proactively growing its US-based roster of guides to meet the anticipated demand.
Travelers are increasingly booking independently, with 50% preferring to book flights and hotels directly rather than through online travel agencies (OTAs) or travel agents. Planning styles are shifting as well: 42% research their trips months in advance and book all “must-do” activities before arriving. This advance planning of activities is reflected in ToursByLocals own booking data, which shows just over half of people book tours 2 to 12 months in advance of a trip.
2. What’s Trending in 2025?
Travelers continue to embrace evolving travel behaviors, driven by a desire for unique, meaningful experiences. Here’s a breakdown of what’s trending for next year:
- 32% - Destination Dupes (traveling to similar but less crowded or more affordable alternatives to popular destinations)
- 21% - Solo Travel (exploring new places independently)
- 17% - Culinary Travel (traveling with a focus on food experiences)
- 12% - Gig-Tripping (traveling to see a specific concert or festival)
- 9% - Set-Jetting (travel inspired by film and TV locations)
- 9% - Sports Travel (traveling to watch sporting events)
“We weren’t surprised to see destination ‘Dupes’ top the list,” says Chen. “Many travelers are specifically seeking experiences away from the masses, and are choosing to avoid the more over-served, major destinations, in favour of discovering smaller cities with fewer crowds.”
3. Making Travel Meaningful in 2025
A look at what travelers think makes a ‘meaningful’ travel experience, and how they are accomplishing this in 2025.
Travelers will become increasingly focused on immersive, meaningful travel experiences in 2025. According to our survey, 80% say making lasting memories is what defines meaningful travel, followed closely by trying something new (60%) and learning things that stay with them after the trip (59%).
Travelers are also seeking more personal engagement with their destinations:
- 49% want hands-on interaction with local culture, moving beyond traditional sightseeing.
- 30% say their favorite way to explore a new city is through recommendations from locals or friends who have visited before.
- 51% try to learn at least some of the local language before traveling to connect more meaningfully with locals.
"People want more than just beautiful photos or souvenirs—they want knowledge, skills, memories and experiences that stay with them long after they return home," said Chen. “Our platform connects travelers with guides who offer the one-of-a-kind immersive tours that transform a trip into a journey of personal enrichment.”
4. What’s Gen Z Up To?
A look at travel in 2025 by generations.
Gen Z travelers are leading many of the new trends in 2025. Solo travel is especially popular among this group, with 33% planning solo trips—far more than the 21% of older generations.
Gen Z’s travel patterns show their preference for personal style and tech-savvy solutions:
- 21% buy an entirely new wardrobe for every trip, compared to just 9% of other generations. However, the majority (46%) limit new purchases to one or two items.
- 56% of Gen Z travelers prefer to book flights and hotels directly, a finding that surprisingly mirrors the habits of older generations like Boomers (but not Millennials).
- 64% of Gen Z plan to take three or more trips in 2025, up from 44% in 2024 - an increase of 45%.
Millennials also show distinct preferences:
- 50% book through OTAs, compared to only 44% of Gen Z and 56% of Boomers.
- 75% prefer window seats when flying, about the same as Gen Z.
- Millennials are more likely to use language apps while traveling abroad—1 in 3 millennials rely on them, compared to only 1 in 5 Boomers.
Gen X travelers are becoming more adventurous, with 50% planning to take three or more trips next year, up from 31% in 2024. They’re also the most likely generation to travel with carry-on only; just over 50% opt not to check a bag.
Boomers, on the other hand, are the most likely to splurge on experiences, with 55% prioritizing activities over material upgrades. 63% value learning something new that enriches their understanding of the world. They also book travel directly more often than millennials (56% vs 44%, respectively) and are the most likely group to use travel agents to plan their travel, at nearly 10%.
“American travelers of all generations are embracing new ways to travel—whether it’s solo adventures, culinary experiences, or meaningful local connections,” said Chen. “At ToursByLocals, our mission is this: helping travelers experience the world in deeper, more rewarding ways.”
With a strong focus on meaningful travel, local exploration, and booking flexibility, ToursByLocals is well-positioned to meet the needs of travelers in 2025. For more information or to explore available tours, visit www.ToursByLocals.com.
About ToursByLocals:
ToursByLocals connects travelers to the world in more meaningful ways through local experiences. They help travelers in search of customized, private tours find thoughtful local tour guides, who provide exceptional travel experiences in 170 countries worldwide. ToursByLocals’ private tours are consistently awarded 5-star ratings by the over 2.6 million travelers who have chosen them since 2008.
The guides on the ToursByLocals platform offer city tours, shore excursions, art and history-focused tours, culinary tours and outdoor adventures on six continents. Every tour is private and itineraries are flexible and customisable to every traveler's needs. With over 5000 experienced guides in large and small cities, ports of call and remote destinations, travelers can always find a local expert to meet their needs, whether they are traveling to Amsterdam, Zanzibar or anywhere in between.
