The latest "Winter Edition" of MMGY's Portrait of American Travelers study indicates a strong increase in travel demand among US adults. Around 80% plan to vacation in the next 12 months, a 7% rise from winter 2023.

The study suggests that Americans will spend more and undertake more trips in 2025. The average vacation budget is expected to reach $5,051, and the average travel frequency is predicted to rise to 4.1 trips per person.

The study also found an increase in brand loyalty among travelers, with airlines and hotels reporting significant growth in loyalty program memberships. Hotel loyalty program memberships grew by 6% since 2023, while airlines saw an 8% increase.

Social media influencers continue to significantly impact travel decisions, with 51% of respondents reporting that they have been influenced by influencers, compared to 41% by celebrities.

Further, there has been a surge in interest in international travel, with more travelers planning trips between November and April. The appeal of off-peak vacations, which are generally cheaper and less crowded, seems to remain strong among American travelers.