Danny Cohanpour, CEO of Trove Tourism Development Advisors – a member of our Impact Partner Network – shares fresh data on U.S. outbound travel trends, focusing on travelers aged 21–35. This article offers timely insights into how destinations can refine their tourism branding and marketing strategies to meet changing expectations in 2025—particularly around affordability, authenticity, and mobile-first engagement.
The American Outbound Market in 2025: A Data-Driven Argument for Optimism
In recent months, U.S. outbound travel has drawn significant media attention amid shifting global dynamics. Reports, including one from Reuters, note a decline in travel and lodging spending, with many travelers opting for flexible options like “Cancel for Any Reason” insurance.
Yet, data paints a more encouraging picture. In March 2025, over 6.5 million U.S. citizens flew overseas—a 22% increase compared to the same period in 2019. This renewed interest is driven by a strong desire to explore, celebrate milestones, and reconnect with the world. While flexibility and safety remain important, international travel is clearly rebounding.
Traveler insights are a key element in shaping successful destination and place brands. When combined with local perspectives, these insights can guide marketing campaigns that resonate with both visitors and host communities.
To explore this further, Trove surveyed a randomized sample of 515 frequent U.S. travelers aged 21–35 in April 2025. The study highlights planning habits, travel values, and preferences—offering useful guidance for destination marketers seeking to attract this influential audience.
Market Outlook
The survey points to clear momentum: 51.7% of respondents took their last international trip in 2023, indicating strong post-COVID recovery. Online interest supports this trend—searches for “visa to travel to Europe” surged by over 1,200% in 2024, according to Semrush.
Still, cost remains a primary barrier. Affordable flights and accommodations were cited as the biggest booking challenge (58.5%), followed by concerns about transportation, weather, and unexpected expenses. Accommodation accounts for the largest share of travel budgets (27%).
With Gen Z and younger Millennials shaping travel trends and spending patterns, destinations that prioritize accessibility, authenticity, and value are best positioned for long-term appeal.
Key Findings
- Relaxation and Safety are top motivators: 60.6% travel to relax, followed by bleisure (17.9%) and events (11.6%).
- Small-group and solo travel dominate: 71.5% make their own travel decisions; solo (30.5%) slightly outranks partner (28.5%) and family travel (22.5%).
- Mobile-first behavior: 85% use smartphones during planning; top sources include booking sites (38.3%), tourism websites (25.5%), and social media (25.5%).
- Social media as inspiration: 59.9% rely on platforms like Instagram (51.1%), TikTok (38.3%), and YouTube (10.6%).
- Cultural appeal: Strong cultural identity (34.2%), adventure (19.4%), and nature (10.3%) are key motivators. Popular activities include museums (35%), historic sites (30.6%), and beaches (21%).
- Shorter stays: Trips of 3–4 nights are most common (36.1%); hotels (42.9%) and resorts (25.2%) are preferred.
- Return motivators: Affordability (28.2%), personal memories (25.8%), and cultural experiences (25.2%) drive repeat visits.
These findings present valuable insights for tourism and destination brands looking to align with current traveler sentiment.
Implications for Destination Marketing
- Promote short getaways
Highlight itineraries for 3–4 night stays to appeal to time-conscious travelers. - Emphasize relaxation and self-discovery
Position your destination as a space for independent exploration and restorative experiences—especially relevant for solo and small-group travelers. - Lead with cultural identity
U.S. travelers are drawn to destinations with unique character. Authentic food, music, and heritage offerings can strengthen emotional connection. - Pair value with emotional pull
Affordability may attract first-time visitors, but emotional resonance will drive loyalty. - Address price concerns
Communicate value clearly and explore strategic partnerships to offset travel costs, especially flights and lodging.
How to Attract U.S. Visitors in 2025
Beyond natural beauty or famous landmarks, winning over U.S. travelers today requires a digital-first, integrated approach. Trove recommends:
- Mobile-first strategy: Ensure responsive websites, strong SEO, and targeted campaigns across Google, social media, and OTAs.
- Compelling content: Authentic storytelling, influencer partnerships, and user-generated content are key to inspiration and conversion.
- Boost accessibility and value: Highlight direct connections from U.S. hubs and offer packages that demonstrate affordability.
- Deliver immersive, cultural experiences: Think beyond attractions—offer cooking classes, music festivals, eco-tours, and guided excursions.
- Take an integrated approach: Combine public relations, digital marketing, and trade engagement.
- PR: Collaborate with media, influencers, and travel experts.
- Digital: Focus on targeted, mobile-optimized campaigns.
- Trade: Work with advisors and tour operators to increase visibility and bookings.
Strategy in Action
The Malaysia Mix
Trove’s campaign for Malaysia showcased the country’s diversity through PR in Condé Nast Traveler and National Geographic, supported by SEO and mobile ads—resulting in increased engagement and bookings.
Namibia: Enter the Dreamscape
To reach adventure-seeking, socially conscious travelers, Trove and Namibia Tourism Board launched a campaign across Instagram, YouTube, and targeted platforms, spotlighting landscapes, wildlife, and cultural experiences.
Conclusion
U.S. outbound travel is gaining momentum—driven by curiosity, cultural engagement, and the desire for meaningful, manageable experiences. Destinations that build strong, data-informed branding strategies—anchored in authenticity, affordability, and digital fluency—will be well positioned to capture the attention of today’s evolving traveler.
➡ For more insights, download Trove’s Guide to Capturing the Outbound U.S. Market.
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