Summer is here, and with it comes the annual migration of American vacationers—some heading for beaches, others to foreign countries, some to national parks, and plenty staying in their usual surroundings. As economic uncertainty remains top-of-mind for many households and international travel cautions arise, vacation planning is no longer a given—it’s a decision shaped by generational behaviors, financial flexibility, and family needs.
Utilizing Verified Voices, Numerator surveyed over 1,000 U.S. consumers to get a better idea of who is vacationing this summer—and why others are staying home. The data offers critical insights into how income, age, region, and family structure affect summer travel plans. Let’s take a closer look at who’s hitting the road (or runway) in 2025.
Who’s Packing Their Bags?
66% of Americans overall say they’ve taken or plan to take a vacation this summer, with another 12% remaining unsure. However, this average masks some meaningful gaps:
- Gen X are the most likely to travel, with 69% balancing travel with family responsibilities.
- Millennials are right behind, with 68% saying yes.
- Gen Z is slightly behind at 64%, with many still establishing careers and incomes.
- Boomers+ show the lowest travel intent, with 61% planning to vacation.
This year, it’s the youngest and oldest travelers who feel the most uncertain about their plans. 17% of Gen Z respondents are unsure of their travel plans, possibly due to fluid work schedules, gig jobs, or education commitments. Likewise, 15% of Boomers+ are unsure, potentially because of health concerns, fixed incomes, or less urgency to plan far ahead.
The Money Factor: Income’s Strong Influence on Vacation Behavior
Perhaps the most powerful differentiator in summer travel plans is household income. Affordability directly correlates with likelihood to travel, and in today’s economy, even middle-income families are weighing their choices carefully.
- High-income households (>$125K/year): 77% are traveling
- Middle-income ($40K–$125K): 69% are planning trips
- Low-income (<$40K): just 55% have vacation plans
Among low-income households, a full 31% say they are not taking a vacation this year, and another 14% remain unsure. That means nearly half of these consumers are on the sidelines when it comes to summer travel.
Lodging Trends for Summer Vacation
Once travel plans are set, the next big question is where to stay. Lodging preferences reveal what travelers value most—whether that’s affordability, flexibility, comfort, or a full-service experience.
Thanks to their consistent service, convenience, and familiar structure, hotels and motels continue to be the top accommodation choice for vacationers. Short-term rentals through platforms like Airbnb and Vrbo are surging among Millennials and Gen Z, with one in four travelers planning to stay in one.. These rentals cater to travelers seeking local experiences and unique properties, from mountain cabins to urban lofts.
For budget-conscious travelers—especially those earning under $40K—affordable lodging is crucial. These travelers are more likely to stay with family or friends (38% vs. 34%), in a cabin (16% vs. 9%), or at a campground (14% vs. 9%).
Households with Children: Leaning into Relaxation and Beach Vacations
Households with children are especially eager to travel. A strong 70%say they have already taken or are planning a vacation this summer, outpacing the overall average of 66%
While many survey respondents expressed a preference to travel in the shoulder season, when crowds (and prices) are lower, families with children are often limited to planning vacations around school breaks. These families show strong preferences in the types of vacations they take. Relaxation-focused getaways and beach vacations lead the way at 58% each—likely due to their family-friendly environments, accessibility, and built-in activities for all ages.
Location, Location, Location
Where consumers plan to travel is also a revealing dimension of the summer vacation outlook:
- 80% of vacation planners are staying within the U.S.
- 16% are taking a staycation at home
- 15% will travel both inside and outside the U.S.
- 12% will travel exclusively outside the U.S.
But travel intentions do not reveal the whole story—some travelers express reservations about their plans. Among consumers planning to travel outside the U.S., 59% express concern about anti-American sentiment abroad, with 11% saying they are very concerned.
U.S. National Parks continue to attract a significant number of travelers, but recent issues have caused some to rethink their visits. 30% of consumers planning vacations intend to visit a U.S. National Park, while another 6% had planned to visit but changed their minds. Of those who altered their itinerary, 39% cited concerns about the condition of the parks and available services due to federal government layoffs.
Reasons for Not Taking a Vacation
Among the 34% of Americans who are either not traveling or unsure about traveling, affordability is the dominant factor. Financial constraints aren’t the only issue. Nearly a quarter of consumers cite scheduling conflicts, especially work-related, while nearly 1 in 5 simply lack the interest to travel.
This highlights the importance of timing and flexibility in travel offerings—something Southwest used to be known for but no longer offers in the same capacity. 58% of U.S. consumers said they are aware of Southwest’s recent announcements regarding ending their “bags fly free” program, switching to assigned seating, changing flight credits, and more. 31% of these consumers said that Southwest’s changes influenced their decision to fly a different airline or not fly at all.
This could seriously impact Southwest, as 42% of consumers said they were planning to travel via airplane to their vacation destination in 2025. However, traveling by car remains the most common transportation method, favored by 73% of travelers. Airlines that make it easy to book last-minute, cancel, or reschedule flights may appeal to travelers unsure of their plans or frustrated about Southwest’s changes.
Final Thoughts: Go, Spend, or Stay?
In 2025, summer vacations remain an aspiration for most Americans. But for many, barriers like cost, schedule, and confidence stand in their way. Two-thirds of consumers are planning a vacation, which is a healthy indicator for the travel industry. However, one-third are opting out—some by choice, others by necessity.
Millennials and Gen Xers, high-income earners, and families with children are the most enthusiastic travelers this summer. These groups have more clarity in their plans and stronger travel preferences. Meanwhile, low-income consumers, rural households, and the youngest and oldest age groups show more hesitation.
Looking for more nuanced reasons behind travel decisions or want to survey U.S. consumers about something else? Connect with your Numerator account partner or reach out to our team.
