It might be time to forget the bucket list safari or that dream trip to Santorini. This summer, Americans are redefining what it means to get away, and it’s not about how far you go but how the trip makes you feel.
According to the newly released 2025 Holiday Barometer from Generali Global Assistance (GGA) and Europ Assistance, more than 7 in 10 Americans (71%) plan to travel between June and September, marking this summer one of the highest summers for travel intention in the study’s 25-year history. But this rebound isn’t about racking up passport stamps, per se. Instead, travelers are leaning into meaningful, domestic escapes, prioritizing wellness, emotional connection, and practicality over far-flung adventure.
That sounds familiar to Travelbinger readers, who’ve seen firsthand the rise of soul-nourishing retreats, low-key luxury, and the return of road trip culture. This summer, it’s less about Instagram envy and more about internal peace.
Staying Close, Traveling Smart
This summer isn’t about the legendary European summer vacations, with only one-quarter of Americans (25%) saying they plan to travel internationally this summer. The majority of people are opting for getaways closer to home, mirroring what we’ve seen in the rise of domestic luxury destinations like Sedona, the Catskills, and California’s under-the-radar wine regions, places that deliver transformative experiences without requiring a passport or an airport meltdown.
Looking at today’s trends, though, it seems that travelers want the best of both worlds: indulgence but also intention. In 2025, vacations and trips are unfolding in ways that prioritize familiarity, flexibility, and emotional recharge over status updates and bucket-list bragging rights.
Safety Becomes a Deciding Factor
Beyond logistics and cost, there’s a new urgency influencing travel decisions: safety from natural disasters and geopolitical conflict.
With hurricane season looming and a recent volcanic eruption in Sicily still in the news, it’s no surprise that 35% of U.S. travelers now consider the risk of natural disasters a deal-breaker when picking their next vacation destinations. The rise in wildfires, floods, and extreme heat has made planning a trip feel less like a fantasy and more like a risk assessment.
Even more striking: 48% of North American travelers now factor in the possibility of armed conflict when choosing where to go. That number has tripled since 2023, according to the study. Europe, too, has seen a dramatic shift, with 57% of Europeans now considering conflict zones a critical deterrent, up from just 21% the year prior.
The U.S. as a Destination… And a Deterrent
Interestingly, while many Americans are choosing to stay stateside, travelers in other countries are increasingly avoiding the U.S., citing political instability as a factor. In 17 of the 23 countries surveyed, the United States ranked among the top five destinations people would avoid due to political climate concerns.
That’s a sharp contrast from previous years. In Canada, for example, interest in traveling to the U.S. has dropped by more than half, from 33% in 2024 to just 14% this year.
While this might feel like a blow to the American tourism industry, there is still a booming market for “local travel” as Americans focus inward, rediscovering national parks, coastal towns, and underrated cities that offer culture, comfort, and a break from global chaos.
A More Intentional Travel Era
The bottom line? People are still traveling. But how — and why — they travel is evolving fast.
From personal retreats in remote locations to eco-conscious glamping escapes, today’s vacation is less about crossing borders and more about crossing emotional thresholds. Travel isn’t just about escape from reality anymore; it’s about seeing the world with intention.
As one GGA spokesperson put it: “People are still eager to explore, but they’re choosing experiences that feel safe, familiar, and personally meaningful. It’s not just about where to go—it’s about why we’re going in the first place.”
And that mindset feels like a page straight out of Travelbinger’s playbook.
