The way Americans travel says as much about where they’re from as where they’re going. Over the past few years, it has transformed from an occasional luxury into a vital part of how people recharge, reconnect, and express their values. Despite inflation, flight disruptions, and global uncertainty, Americans are still prioritizing travel, spending an estimated $1.3 trillion in direct spending in the U.S. in 2024.
But “travel” no longer means the same thing everywhere. The pandemic years reshaped both logistics and psychology. Rising costs and digital discovery tools have made travelers more intentional about how, where, and why they go. At the same time, loyalty fragmentation and the creator-driven discovery economy have diversified the ways people find and book trips. What once felt universal—sun, sand, and spontaneity—now reflects something far more personal and regionally-distinct.
As part of iSeatz’s 2025 Modern Traveler research, we surveyed consumers across the U.S. to understand how travel behaviors and preferences vary by region.
In the Northeast, travelers lean on OTAs and package deals for convenience and value. In the South, family and rejuvenation take center stage. The Midwest favors adventure and flexibility, while the West rewards quality and brand loyalty.
Taken together, these differences reveal how Americans are redefining what “value” and “experience” mean, seeking personal connection, frictionless planning, and emotional reward.
Northeasterners are methodical travelers. They value organization, clarity, and efficiency, building trips that feel well-orchestrated from start to finish.
This region’s travelers are the most likely to book through online agencies (48%) and to take advantage of package deals (30%), nearly double the share in the West and Midwest. For many, the appeal lies in simplicity: one booking flow, one confirmation, and the reassurance that every detail has been handled.
Group travel is also the highest of any region, with 13% of trips taken with friends. That may help explain why pre-planned, bundled trips resonate with this region so strongly: they make coordination easier and ensure everyone gets the same experience.
While Northeasterners are willing to pay for standout moments (15% say they’ll spend more on unique excursions or activities), they do so within a framework of structure and predictability. Their trips also tend to be longer and less frequent, reflecting a “plan for payoff” mindset.
Transparency and seamless booking experiences go a long way. These travelers want to feel confident that every decision adds up to something rewarding, and they’ll reward platforms that save them time and uncertainty.
For Southerners, travel is about resetting. They see it as a way to step back from everyday routines without venturing too far from home.
This approach defines the South’s profile: it’s the most connection-oriented region, with 33% of trips taken with a partner and 27% with family, and the least likely to involve solo travel (10%).
Relaxation is the leading motivator, cited by 56% of Southern respondents. Their ideal trip is restorative and easy to plan. Business or exploration-driven trips are rare, with leisure, comfort, and proximity taking priority. Drivable or family-friendly destinations often win out over far-flung adventures.
And it’s easy to see why. According to U.S. Bureau of Labor Statistics data, average airline fares are roughly 28% higher today than they were in December 2019, before the pandemic. That rise in airfare costs has fueled a growing “drive-to” mentality—one that favors nearby, flexible, and family-friendly escapes. Southerners are increasingly cost-conscious and comfort-seeking, but not purely budget-driven. They’re looking for value that feels safe, familiar, and emotionally restorative.
To reach this audience, brands should emphasize reassurance and ease. Think flexible cancellation, family packages, and loyalty perks that remove friction.
The Midwest is home to America’s most independent travelers. They’re curious and drawn to experiences that feel authentic and unscripted.
While relaxation still matters, exploration drives the Midwest mindset: 36% cite adventure as their top motivator, far higher than in the Northeast or South. These travelers are also the most comfortable going alone, with 24% go solo, more than double the share in the South.
Their vacations tend to be active and discovery-led, with an emphasis on outdoor experiences, local culture, and affordability. They’re less likely to rely on package deals, preferring to book directly with airlines, hotels, or local providers to maintain flexibility and control.
This preference for independence mirrors national trends toward “DIY” travel, where nearly 40% of consumers now build itineraries from multiple sources, mixing direct bookings with creator content, local recommendations, and digital tools.
The Midwestern traveler values spontaneity over structure, seeing travel as an opportunity to uncover something new. For brands, appealing to this audience means offering tools that enable independence, like easy modification options and locally-grounded recommendations—rewarding curiosity without adding complexity.
In the West, people equate travel quality with brand trust. They’re confident spenders who reward reliability and consistency, favoring brands that deliver on their promises.
Nearly half (47%) book directly with airlines or hotels (more than any other region), reflecting a strong preference for known entities. These travelers are also willing to invest in comfort: 18% say they’ll pay more for high-quality accommodations, and 35% cite adventure and exploration as key motivators.
Adventure and reliability define the Western mindset. They want experiences that feel enriching yet dependable, something they can share with partners (33%) and family (27%) while knowing what to expect.
That makes them particularly receptive to loyalty-driven ecosystems—programs that blend personalization, recognition, and exclusive access. As loyalty programs evolve beyond points to experiential rewards, the West’s “Loyalists” are a bellwether for where brand relationships are heading.
Consistency is key. Whether it’s a frictionless booking path or the reliability of a trusted brand, delivering a dependable experience is what earns the Western traveler’s loyalty.
Despite these regional differences, travelers across the country share more in common than their booking habits might suggest. Americans are fiercely protective of their ability to travel, even as budgets tighten. Nearly two-thirds (63%) say they’ve cut back on other expenses, like dining out or shopping, to afford their next trip.
Relaxation remains the dominant motivator (54%), but “value” is being redefined. Over a quarter of travelers are willing to pay more for comfort or convenience, showing that today’s traveler equates value with “worthwhile,” not “cheap.” And in an era where digital options abound, 25% now say trust and reliability outweigh convenience or rewards when deciding where to book.
The new traveler isn’t chasing deals. They’re chasing meaning. Whether that means family reconnection, creative exploration, or confidence in their choices, Americans want travel that feels personally rewarding and emotionally restorative.
The result is a consumer who’s intentional, value-driven, and emotionally invested in every trip. People are choosing experiences that offer both emotional payoff and practical ease.
To explore these insights in greater depth, download the full report.
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