American Express Travel Trends highlights family-oriented exclusive experiences that are also socially responsible (Photo: American Express)
Global travellers in 2025 are inclined to bring back special mementoes of their vacations that are increasingly becoming family-oriented and a strong preference for multi-generation travels.
These are some of the findings of the 2025 Global Travel Trends Report released by American Express Travel, a subsidiary of American Express, a leading financial services company of the United States.
In a press statement, American Express Travel says that the report, based on survey data from travellers in the United States, Australia, Canada, India, Japan, Mexico and the United Kingdom, found that demand for travel remains high with 77 pc of respondents planning to go on more or the same number of international trips compared to 2024. Additionally, 70 pc of Millennials and Gen Z surveyed like to plan trips to enjoy the journey as much as the destination, including luxury rail and cruise experiences.
The statement adds that the four trends driving travel booking decisions in 2025 include a preference for memorable mementos as travellers, particularly Millennials and Gen Z, are redefining souvenirs and ways to remember their destinations long after they have returned. The bank says driven by preferences of the Millennial and Gen Z parents, who let their kids take the lead on planning to bringing extended family along, multi-generation vacations are increasingly popular.
Another significant trend is that travellers are becoming savvier by maximising credit card rewards and combining loyalty programmes, benefits and points to get the most out of their spending. It adds that the travellers are relying on new technology, from apps to Gen AI, to provide a more seamless journey.
“Travellers, especially Millennials and Gen Z, are motivated to book thoughtful, meaningful trips this year. The report shows that people feel passionately about their vacations. We understand what travelers are looking for and as demand continues, we can use our expertise to create dream itineraries,” says Audrey Hendley, President, American Express Travel.
Audrey Hendley
The report says that travellers are looking for more than traditional souvenir shops. They want to bring home meaningful items that are unique to their destination. It says that 82 pc of Millennials and Gen Z surveyed look for one-of-a-kind goods that will remind them of their trip, so they have a story to share with friends and family, compared to 68 pc of Gen X and Baby Boomers.
According to the report, 57 pc of Millennials and Gen Z surveyed travel to a destination to find high-quality items that are handmade or authentic to the destination they are visiting. It says that 73 pc of global respondents surveyed say it is important to them to support local small businesses while visiting a new destination and 67 pc of global respondents typically use local recommendations/guides or social media for shopping tips while travelling.
American Express Travel says that from travel itineraries inspired by kids to spending quality time with extended relatives, families are hitting the road together. It adds that 81 pc of global respondents prefer destinations that are family-centric and have activities for all generations from cruises to resorts and that 89 pc of Millennial and Gen Z parents cited quality time as the reason for bringing along extended family on trips.
According to the survey, 68 pc of Millennial and Gen Z parents surveyed say their children typically help inform aspects of trips from the destination to the length of the trip, compared to 56 pc of Gen X and Baby Boomer parents surveyed. According to the statement, 72 pc of Millennial and Gen Z parents surveyed are willing to take their children out of school to travel as a family during the off-season and 67 pc of global respondents who are empty nesters say they travel more than ever now that their kids are out of the house.
According to American Express Travel, a key trend this year is that travellers are taking advantage of credit card rewards and combining loyalty programme benefits and points to get the most out of their trip. It says that 75 pc of Millennials and Gen Z surveyed say it feels like a reward when they book travel with credit card points, while 61 pc of Millennials and Gen Z surveyed use their credit card to maximise travel rewards, including free hotel breakfast, upgrades, and airport lounge access, compared to 36 pc of Gen X and Baby Boomers.
As many as 58 pc of global respondents are likely to stack travel benefits from multiple loyalty programmes to get upgrades they wouldn’t have splurged on otherwise and 45 pc of global respondents choose their travel destination based on where they can best utilise credit card points. The report says that 66 pc of global respondents say that combining credit card rewards with other loyalty perks provides the best value for international trips.
The report highlights that in 2025 travel-friendly tech, from apps to Gen AI, is helping to provide a more seamless journey from start to finish, especially for Millennials and Gen Z surveyed. It says that 83 pc of Millennials and Gen Z surveyed found at least one aspect of Gen AI technology to be useful for booking, with activity recommendations at the top of the list for 40 pc, compared to 64 pc of Gen X and Baby Boomers.
The statement adds that 80 pc of Millennials and Gen Z surveyed like the convenience of using travel planning apps or social media to help them plan their travel journey, while 66 pc of Millennials and Gen Z surveyed typically download relevant travel apps to help with everything from language barriers to activity choices before a trip, as compared to 51 pc of Gen X and Baby Boomers. The report adds that 39 pc of Millennials and Gen Z surveyed typically search for the best deals on their smartphone or tablet but then use a desktop computer to book.
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