61 pc of respondents value personalised recommendations that go beyond basic itineraries
Travel data firm Data Axle recently released a report highlighting travel trends in the United States for 2025 which says that travellers are blending inspiration with practicality, turning to social media, AI tools, and personalized recommendations to craft experiences that go beyond the traditional itinerary.
According to the report, based on a survey of 1,000 travellers from the United States, domestic travel remains the top choice for 54 pc of travellers favouring beach getaways, national parks, and road trips. International travel is also regaining ground, particularly in the summer, attracting 25 pc of respondents.
The report adds that while baby boomers remain loyal to familiar paths, with 72 pc avoiding international travel and 78 pc steering clear of cruises, gen X leans toward domestic destinations but shows increased interest in international getaways during the summer, and Millennials, often travelling with children, 46 pc, seek a balance between family-focused experiences and more luxurious adventures.
According to the report, 61 pc of respondents value personalised recommendations that go beyond basic itineraries, with Millennials at 31 pc and Gen Z, at 33 pc, particularly eager for tailored experiences. This trend extends beyond accommodations, travellers want customised suggestions for activities, dining, and even targeted discounts. Additionally, 45 pc of Millennials and 49 pc of Gen Z travellers have switched providers due to a lack of personalisation or poor digital experiences, signalling a growing expectation for bespoke service.
Andrew Frawley
“Today’s travellers are not just booking trips, they are curating experiences that align with their values, interests, and digital habits. This data clearly shows that personalisation and omnichannel influence are powerful motivators, especially for younger generations who expect providers to anticipate their needs and offer tailored recommendations. Brands have a unique opportunity to tap into these trends to deepen loyalty while delivering the seamless, customized experiences that modern travellers crave,” says Andrew Frawley, CEO, Data Axle.
The report adds that social media, digital platforms, and pop culture are also playing a pivotal role in shaping travel decisions. While word-of-mouth recommendations remain strong (55 pc), platforms like Instagram, TikTok, and Pinterest are driving more discovery than ever, particularly among younger generations. Gen Z leads this digital movement, with two-thirds turning to social platforms for inspiration and 15 pc of Millennials already using AI tools, such as ChatGPT, to plan their trips and itineraries.
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