trivago Unveils Savvy Traveler Guide, Revealing What Drives the U.S. Travel in 2025
While millennial travelers emphasize trip planning, Gen Z leans into experiences – but all generations are prioritizing both value and domestic travel options
Düsseldorf, Germany — July 29, 2025 — trivago, a leading global hotel search and price comparison platform, today released its first annual trivago Savvy Traveler Guide , a data-driven snapshot of how, where and why Americans are traveling in 2025. Based on exclusive insights from nearly 3,000 U.S. travelers, the guide uncovers the evolving priorities, generational preferences and behaviors that are shaping leisure and business travel.
Key Insight: Americans Are Traveling Smarter, Not Just Farther
While the desire for enjoyment and relaxation continues to top the list of motivations for travel, based on current economic conditions, today’s traveler is hyper-focused on value. Price remains the number one factor when booking both travel services and accommodations.
“A core takeaway from our first annual report is that today’s traveler remains cost-conscious, but that doesn’t mean they’re giving up their vacations,” said Johannes Thomas, CEO of trivago. “In fact, we’ve observed travelers finding smarter ways to make their summer plans a reality, such as staying closer to home, choosing three-star accommodations over luxury, or simply being more intentional with how they spend. At trivago, we’re committed to simplifying the hotel search process, helping our users find the best deals so they can focus on meaningful experiences. Our hope is that this Savvy Traveler Guide serves as inspiration to travelers offering them insights that help them plan their next getaway without breaking the bank.”
Beyond cost, cleanliness, comfort, and location are also critical, proving that savvy travelers weigh quality alongside cost.
Hotels Win, Loyalty Pays
U.S. travelers make an effort to save for vacations throughout the year and often use loyalty programs to fund them. Hotels remain the dominant accommodation choice across both domestic and international travel, with 44% of travelers enrolled in hotel brand loyalty programs—nearly double that of online travel service loyalty offerings. This points to growing trust in recognizable brands that reward frequent stays.
Search Engines, Word of Mouth Still Dominate Planning
When it comes to planning vacations, most travelers still turn to search engines and trusted word-of-mouth advice. While price comparison sites have slipped to fifth in popularity, travel booking apps and social media have held steady year after year—even as traditional tools show a gradual decline in usage.
Gen Z vs. Millennials: Different Trips, Different Priorities
Millennials and Gen Z travelers continue to shape trends in distinct ways:
- Millennials are the more strategic planners—placing greater value on cancellation flexibility, insurance and loyalty perks.
- Gen Z leans into experience-first travel—especially music festivals—and shows a growing preference for vacation rentals when traveling abroad.
Travel Intent is Strong, Especially Domestically
Americans plan to take 1–2 vacations in the next 12 months, primarily within the U.S., though international travel is rising. The summer travel season is already reflecting this enthusiasm: domestic travel is up 8% year-over-year, while international travel is up 19%, according to trivago internal data.
Savvy Summer Steals: Where Travel Dollars Go Further
Instead of visiting pricey major cities like New York or Las Vegas, despite inflationary pressures, travelers can still score great deals. trivago’s analysis of hotel pricing reveals some of the most value-packed U.S. destinations with double-digit average nightly rate have dropped compared to 2024:
- San Antonio: down 37% to $179/night
- Atlantic City: down 31% to $197/night
- Panama City Beach: down 29% to $222/night
- New Orleans: down 16% to $222/night
Internationally, American travelers continue to favor sunny, beachside and historic destinations, driving increased demand in Tokyo (+40%), Dubai (+25%) and Antalya (+16%).
To explore the full report, click here.
About trivago’s Savvy Traveler Guide
This inaugural report is based on Q1 2025 data from GWI’s survey of 2,963 U.S. travelers aged 16+, with additional insights from trivago’s internal search and pricing data. It will be published annually as a go-to resource for travelers tracking consumer travel trends and behavior.
About trivago
trivago N.V. (NASDAQ: TRVG) is a leading global hotel search and price comparison platform and one of the most recognized travel brands in the world. When price savvy travelers are searching for a hotel, we want trivago to be the obvious choice. We aim to help travelers find the best place to stay and the best time to go. trivago aims to enable them to book with confidence, saving travelers valuable time and money. By leveraging cutting-edge technology, we personalize and simplify the hotel search experience for millions of travelers every month. We provide access to more than 5.0 million hotels and other types of accommodation in over 190 countries.
Media Contact:
naomi.mnyamana@trivago.com