Americans are rewriting the travel playbook, and it’s not just about saving money—it’s about redefining what matters most. Gone are the days when travel meant fancy dinners and obligatory family reunions; today, it’s all about rolling up your sleeves in a cooking class or creating unforgettable memories with your closest loved ones. But here’s where it gets interesting: are we sacrificing tradition for trend, or simply evolving how we connect? Let’s dive in.
In Kansas City, MO, a fascinating shift is unfolding. Despite rising costs, Americans aren’t canceling trips—they’re just being pickier. According to fresh insights from MMGY (http://www.mmgy.com/), U.S. travelers are swapping fine dining for hands-on culinary adventures and opting for intimate family getaways over crowded holiday gatherings. The message? Travelers crave experiences that feel real, engaging, and deeply personal.
The Portrait of American Travelers™, a trusted survey of over 4,500 U.S. travelers, reveals that 66% plan to stick to their travel schedules in the next six months. While this shows travel remains a priority, the Fall Edition highlights a significant pivot: travelers are now more value-conscious and experience-driven. But this is the part most people miss—it’s not just about saving money; it’s about investing in moments that matter.
Holidays are getting cozier. Over half (53%) of leisure travelers will hit the road this winter, but the old playbook is changing. While visiting extended family still tops the list (45%), a growing number (36%) are choosing small, meaningful trips with immediate family. Why? Because shared experiences and deeper connections are becoming the new currency of travel.
Culinary travel is getting hands-on—literally. Forget white tablecloths; travelers are tying on aprons. Interest in cooking classes has jumped to 19% (up from 15% in 2024), while demand for award-winning restaurants has dropped to just 18%. This isn’t just a trend—it’s a statement. Travelers want to immerse themselves in local cultures, not just observe them. And with rising costs, value-for-money experiences are more appealing than ever.
The 2026 FIFA World Cup is a game-changer. Soccer fans are already planning their pilgrimages, with 21% of travelers willing to spend an average of $3,652 to be part of this once-in-a-lifetime event. But here’s the kicker: 37% say it’s not just about the game—it’s about supporting their national team and being part of history. Are you team travel-for-the-game or team stay-home-and-stream?
AI is reshaping travel planning—but humans still hold the key. Forty percent of travelers have used ChatGPT or similar tools, especially Millennials and parents (both at 59%). Yet, when it comes to trust, human experts outshine AI by a landslide. Why? Because travel is personal, and sometimes, you need a human touch to make it perfect.
The Fall Edition of Portrait of American Travelers™ is packed with these insights and more, available for purchase or through MMGY’s EurekA! platform. To explore further, visit mmgyintel.com (https://mmgyintel.com/).
But here’s the controversial question: As we trade tradition for trend, are we losing something irreplaceable? Or are we simply redefining what it means to connect? Let us know in the comments—we’d love to hear your take.
About the 2025 Portrait of American Travelers™: This quarterly report, based on interviews with 4,503 U.S. adults, offers a deep dive into leisure travel trends, generational insights, and economic impacts. It’s the travel industry’s most trusted resource for understanding what’s next.
About MMGY Global: As the world’s leading integrated marketing firm for travel, hospitality, and lifestyle, MMGY Global is dedicated to creating a connected, inclusive world through travel. Learn more at mmgyglobal.com (http://www.mmgyglobal.com/).
