2025年假日旅行调查报告_38页_7mb

2025 Deloitte Holiday Travel Survey Summary

Core Content

The 2025 Deloitte Holiday Travel Survey reveals a shift in American holiday travel behavior, with increased travel intent but a more cautious approach to spending. Despite a general enthusiasm for travel, financial concerns are influencing decisions, leading to a decrease in trip frequency, length, and budgets. The survey highlights the growing influence of younger generations, particularly Gen Z and millennials, on travel trends and the increasing reliance on generative AI for travel planning.

Main Findings

Holiday Travel Incidence and Spending

• More than half of Americans (57%) plan to travel during the holiday season (Thanksgiving to mid-January 2026).
• The average number of planned trips has dropped to 1.83 from 2.14 in 2024.
• The average holiday travel budget is down 18% to $2,334.
• Cost savings is the main reason for driving instead of flying, with 57% of travelers citing this.
• High-income travelers are leading the shift to more conservative spending, with 19% feeling worse off financially compared to 13% in 2024.

Generational Shift

• Gen Z and millennials now make up half of all holiday travelers for the first time, indicating a generational turning point.
• Millennials remain the highest-spending generation with an average budget of $2,602.
• Gen Z is more likely to use short-form social video platforms for travel research.
• Millennials are leading in generative AI (gen AI) adoption for travel planning, with usage increasing by 1.5x since 2024.

Travel Product Trends

• Road trips are increasing slightly due to tighter budgets.
• Air travel is expected to decline, with 47% of travelers planning to take a flight on their longest trip, down from 55% in 2024.
• International travel is becoming less common, with fewer trips planned across demographics.
• Paid lodging usage is still high, with 66% of travelers staying in paid accommodations, but hotel stays are declining, especially among high-income groups.

Loyalty and Experience

• Loyalty programs are still important, but room comfort and service quality are more influential for hotel loyalty.
• Luxury travelers (26% of surveyed respondents) are defined by their stay in hotels with nightly rates of $400 or more.
• Luxury travelers are twice as likely to book first-class flights and place more emphasis on service quality and comfort.
• Loyalty programs are only slightly more effective with luxury travelers than with others.

Financial Sentiment

• 31% of Americans feel their financial situation is worse than a year ago, up from 26% in 2024.
• Cautious-class travelers (those with $100,000+ income feeling worse off) are more than twice as likely to cut travel budgets.
• High-income travelers are more likely to reduce trip length and spend, which could have a significant impact on travel providers.

Key Information

Traveler Types

• Laptop luggers (those who plan to work during their trip) are decreasing in number, with 44% planning to work (down from 49% in 2024).
• Disconnectors (those who do not plan to work) have a lower average trip budget ($2,685) and fewer trips (1.7) than laptop luggers (2.3 trips, $3,285 average budget).

Survey Methodology

• The survey was conducted using an independent online panel of 3,896 Americans, representative by age, income, gender, and geographic region.
• The survey was fielded from September 26 to October 3, 2025, with a margin of error of ±2 percentage points.

Travel Research and Booking

• Gen AI usage in travel planning has tripled since 2023.
• Millennials are the most likely to book or visit businesses recommended by gen AI.
• Direct brand channels are gaining popularity for booking flights and hotels, indicating a shift in consumer behavior.

Traveler Motivations

• Financial concerns are the top reason for reduced travel spending, cited by 59% of respondents.
• Cost savings is the primary motivation for driving instead of flying.
• Some travelers are increasing their budgets due to higher prices and improved financial situations.

Conclusion

The 2025 holiday travel season is marked by a more cautious approach to spending, with a notable generational shift toward Gen Z and millennials. Despite financial pressures, luxury travel remains a key segment, with a focus on service, comfort, and personalization. The integration of new technologies like gen AI is reshaping travel discovery and planning, while loyalty programs and direct booking channels are becoming increasingly important in customer engagement.