The study reveals that more than half of travelers now prioritize tailored experiences, while 66% of Gen Z rely on social media for destination ideas.
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GLOMore than half of travelers now prioritize tailored experiences, while 66% of Gen Z rely on social media for destination ideas
The busiest travel season of the year is fast approaching, and consumers are redefining how they plan and experience travel. According to Data Axle’s latest survey of 1,000 U.S. consumers, today’s travelers are blending inspiration with practicality, turning to social media, AI tools, and personalized recommendations to craft experiences that go beyond the traditional itinerary. As millions prepare for spring and summer getaways, a clear shift is emerging—one where personalization, digital influence, and generational habits are driving decisions in new and unexpected ways.
While domestic travel remains the top choice for 54% of travelers—favoring beach getaways, national parks, and road trips—international travel is regaining ground, particularly in the summer, attracting 25% of respondents. Yet, even as global adventures beckon, many travelers continue to prioritize flexibility and comfort over extravagant experiences.
Generational differences reveal distinct approaches to travel:
- Baby Boomers remain loyal to familiar paths, with 72% avoiding international travel and 78% steering clear of cruises.
- Gen X leans toward domestic destinations but shows increased interest in international getaways during the summer.
- Millennials, often traveling with children (46%), seek a balance between family-focused experiences and more luxurious adventures.
- Gen Z is venturing farthest—embracing international travel, adventure experiences, and road trips—while being the most influenced by social media, with 66% relying on platforms like Instagram and TikTok for inspiration.
Personalization has emerged as a defining factor in traveler loyalty. Across all generations, 61% of respondents value personalized recommendations that go beyond basic itineraries, with Millennials (31%) and Gen Z (33%) particularly eager for tailored experiences. This trend extends beyond accommodations—travelers want customized suggestions for activities, dining, and even targeted discounts. Notably, nearly half of Millennials (45%) and Gen Z (49%) travelers have switched providers due to a lack of personalization or poor digital experiences, signaling a growing expectation for bespoke service.
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%), 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% of Millennials already using AI tools, such as ChatGPT, to plan their trips and itineraries. Next is pop culture—nearly three-quarters of Gen Z and Millennials express interest in visiting destinations made famous by movies, shows, or viral content. With shows like Game of Thrones, White Lotus, Emily in Paris, etc., brands have a unique opportunity to capitalize on these cultural moments.
“Today’s travelers aren’t just booking trips—they’re curating experiences that align with their values, interests, and digital habits,” said Andrew Frawley, CEO at Data Axle. “This data clearly shows that personalization 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 travelers crave.”
With decades of experience helping hospitality and travel brands connect with their audiences, Data Axle brings deep expertise in understanding shifting consumer behaviors. By leveraging this knowledge, paired with robust data insights, Data Axle empowers its clients to stay ahead of trends and craft marketing strategies that resonate with today’s travelers. Whether catering to Baby Boomers seeking ease and reliability, appealing to Gen X travelers balancing practicality with curiosity, or engaging Millennials and Gen Z who are driven by discovery and personalization, understanding these preferences can be a game-changer. Inspiration often starts on a screen, and loyalty hinges on personalization. Travel isn’t just about where people go—it’s about how the journey feels every step of the way.
The survey was conducted by Data Axle in February 2025, with responses from 1,000 U.S. travelers, providing insights into travel preferences, behaviors, and decision-making factors for the upcoming spring and summer seasons.
About Data Axle
Data Axle is a leading provider of data-driven marketing solutions, helping businesses connect with their audiences through accurate data, targeted insights, and personalized experiences. Leveraging cutting-edge technology and industry expertise, Data Axle empowers brands to navigate changing consumer behaviors and build lasting relationships. For more information, visit www.data-axle.com.
SOURCE Data Axle
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