Summer Travel Trends 2025: Summer Marketing Ideas
May 28, 2025
The mercury is rising, and so are traveler expectations! As we dive headfirst into summer 2025, the travel landscape is buzzing with a unique blend of cautious optimism and evolving preferences (what’s new, right?). For DMOs nationwide, understanding the latest travel trends isn’t just insightful—it’s essential for crafting winning summer marketing ideas and ensuring your destination is top-of-mind for those pondering where to travel this summer.
While budget consciousness remains a factor for many, data shows travelers actually increasing their spend on planned trips. IMG highlights a 13% rise in the average insured trip cost for summer 2025 compared to last year, with trips also averaging a day longer at 10 days. As Grant Hayes, IMG Director of International Sales – Travel said when announcing the data, “While there are a number of external factors affecting the travel industry today, it’s clear travelers are not shying away from spending.”
And things don’t show signs of slowing down domestically. According to a recent U.S. Travel Association Snapshot, 94% of American travelers have trips planned within the next 6 months, an increase compared to month-over-month and year-over-year data.
At the same time, economic uncertainty is back. Consumer sentiment is lower than its previous low point when inflation was at its peak in the summer of 2022. Recent economic policies, specifically tariffs, have caused market specific challenges as well, mainly from Canada, Europe, and South America.
Add everything together, and what have we got? A lot of “wait-and-see.”
This evolving scenario, as Visit Savannah’s Joseph Marinelli notes, requires us to “proceed with caution, strategy, and flexibility.”
So, let’s unpack the key travel trends shaping summer 2025 and explore actionable summer marketing ideas to help your DMO thrive.
Key Summer 2025 Travel trends
The overall sentiment for summer 2025 is one of strategic spending and a hunger for value-driven experiences. While economic factors are at play, the desire to travel remains robust.
key data points (2025 vs. 2024)
- Domestic Travel Holding Steady: Summer leisure trip plans remain steady with a recent Bank of America study showing over 70% of Americans are planning vacations domestically this summer—slightly higher than last summer.
- Steady Occupancy, Longer Stays: Good news for the accommodation sector! The average length of stay is up by 0.64 nights to 2.8 nights according to Amadeus Demand360 data.
- International Inbound: This is an area to watch closely. Some predict a slowdown, Travel Economics revised its forecast, moving recovery to pre-pandemic levels from 2025 to 2029. “Our pre-inauguration forecast expected international travel to nearly fully recover in 2025 to 2019 levels,” said Adam Sacks, president at Tourism Economics in an April webinar. “We’re now pushing that out to 2029,” The National Travel and Tourism Office (NTTO) is more optimistic, expecting a return to 2019 levels of international arrivals by 2026.
- Group and Business Travel Roars Back: The group and business travel segment showed remarkable strength in Q1 2025, with Cendyn and Amadeus Group and Business Performance Index showing 2025 is performing at 109% compared to the same time last year.
- Navigating Capacity and Demand: While global airline revenue is expected to surpass $1 trillion for the first time, U.S. airlines faced some turbulence early in 2025 due to economic uncertainty. American Airlines and Delta have adjusted forecasts and Airways Magazine reporting that “US airlines are now facing an unexpected downturn after the strong start to the year, with economic uncertainty, rising inflation, and safety concerns leading to a noticeable decline in travel demand.”
- Growth with Nuance: Overall U.S. travel spending is projected to grow. However, budget consciousness is a key travel trend. Kindred, global house-swapping community, released a report that shows “90% of U.S. travelers are actively looking for ways to cut back on summer travel spending.”
actionable summer marketing ideas
So, what does this all mean for your DMO and your quest to define where to travel this summer for potential visitors?
ideas for dmos
the reign of the road trip & domestic focus
Similar to pandemic era travel, when uncertainty in airfare and international travel are present, lean into drive markets. About 63 percent of travelers are opting for a road trip in a personal car or rental vehicle this summer, compared to 45 percent who will fly via commercial airline, according to Bank of America.
- Launch campaigns highlighting driveable itineraries and hidden gems within your region.
- Partner with local businesses to create “road trip packages” that offer value and unique experiences.
- Emphasize the ease, flexibility, and cost-effectiveness of exploring your destination by car.
Partnering with Madden, Visit Idaho launched the “Scenic Byways” campaign highlighting the driveable experiences in the state. This road-trip lovers campaign helped target drive markets and get travelers on the road.
experience is everything: immersive & authentic journeys
Travelers are moving beyond simply visiting a place; they crave authentic, meaningful moments and total experiences. They’re seeking immersive, experience-driven stays, including culinary hotspots and nature-focused trips, rather than just ticking off social media-famous spots. Purpose-driven journeys, from wellness retreats to off-the-grid escapes, are in.
- Showcase the unique cultural fabric of your destination. Highlight local artisans, chefs, storytellers, and community events.
- Develop and promote experiential packages that allow visitors to learn a new skill, connect with locals, or delve deep into your destination’s heritage.
- Move beyond generic descriptions; tell the story of the experiences your destination offers. This is a core travel trend to leverage.
Partnering with Madden, Visit Port Aransas launched an experiential activation and guerrilla-style experiential activation designed to disrupt, engage, and delight with an event that was playful and deeply interactive — highlighting the different experiences travelers can enjoy on the beach.
wellness reimagined & “Calmcations”
Wellness travel is evolving. Beyond spas, people are seeking space, silence, and quiet. “Calmcations” – holidays purely focused on tranquility and escaping noise pollution – are gaining traction.
- Highlight serene natural landscapes, quiet retreats, and opportunities for digital detox within your destination.
- Promote mindfulness activities, yoga retreats, and nature therapy offerings.
- Partner with businesses that offer alcohol-free experiences or cater to the sober-curious traveler.
Partnering with Madden, Alabama’s Beaches evolved their brand around a “beach recharge” differentiating their destination from other beach destinations and staking a position that was uniquely theirs and aligned with travel trends.
“noctourism”: the allure of the night
As days get hotter, nighttime becomes prime time! Stargazing, twilight hikes, after-dark cultural events, and late-opening museums are increasingly popular. Adding to the excitement, solar activity is predicted to be at its highest in decades in 2025, promising dramatic aurora viewing opportunities where applicable.
- Develop a “nightlife” guide that goes beyond bars and clubs to include unique nocturnal experiences.
- Promote stargazing spots, guided night tours, and evening cultural events.
- If relevant, highlight opportunities for aurora viewing – a truly unique selling proposition.
Partnering with Madden, Discover Puerto Rico created a unique landing page for their bioluminescent bays, a unique asset only able to be experienced at night.
sustainable travel: a growing consideration
While not always the primary driver, sustainability increasingly influences travel choices, particularly for Gen Z and Millennials. Travelers are more aware of their impact and are seeking eco-conscious options.
- Authentically communicate your destination’s sustainability efforts and highlight eco-friendly businesses and experiences.
- Promote responsible tourism practices to visitors.
- Ensure your marketing reflects a genuine commitment to serving and preserving your local communities and environment. This is not just a travel trend, but a responsibility.
Partnering with Madden, Visit Laramie launched the “Cowboy Character” campaign to promote sustainable tourism and advocate for visitors to responsibly enjoy the destination’s natural assets.
navigating the summer ahead: be bold, be strategic
The summer 2025 travel trends paint a picture of a discerning traveler: one who seeks value, authenticity, and experiences that resonate on a deeper level. For DMOs, this is an invitation to get creative, be strategic, and truly connect with your audience when they’re deciding where to travel this summer.
At Madden, we believe in turning these insights into impact. We’re not just about marketing; we’re about building moments and crafting stories that move people – physically and emotionally. We’re here to help you navigate these travel trends and develop summer marketing Ideas that don’t just reach travelers, but resonate with them, compelling them to choose your destination. Reach out so we can help tell your story.
