U.S. Holiday Travel Keeps Destinations Busy—But Frugal Choices May Boost Chrome County Short‑Trips

Published on November 24, 2025

In a warm, hopeful mood as they gather with family or friends, thousands of Americans are still planning holiday breaks—but across U.S. destinations, the way they travel is shifting. According to the recent Deloitte 2025 Holiday Travel Survey, more than half of Americans intend to travel between Thanksgiving and early January, yet they expect to spend on average just US $2,334, a drop of 18% from last year.

From a tourism perspective, this evolving behaviour presents both a challenge and an opportunity for destinations. Although the total number of trips per traveller has declined (from 2.14 to 1.83), places offering value-driven experiences, flexible stays, and accessible travel can still draw in visitors who are trading down location or luxury rather than giving up the break entirely.

More travellers, leaner spending

The Deloitte survey indicates that while travel intent remains robust, leisure budgets are drawing in tighter. In addition to the 18% drop in average budget, 31% of respondents say their finances are worse than a year ago. For many destinations, this signals a need to pivot: marketing strategies should emphasise affordable getaways, community-hosted stays, and experiences that deliver perceived value over premium price tags.

Destination opportunity: shorter breaks, local stays

The survey highlights a shift toward shorter trips, domestic driving, and staying with friends or family rather than flying and premium lodging. Only 47% of travel-survey respondents will take a flight on their longest holiday trip this year (down from 55% last year). For destinations, especially those within reachable driving distance of major U.S. population centres, this is good news: the “road-trip” circuit and regional tourism gain momentum. Local attractions, heritage sites, and off-peak hotel offers can tap into this trend effectively.

Generational and luxury nuances

One of the most notable shifts is generational. For the first time, two cohorts—Generation Z and Millennials—are expected to make up 50% of holiday travellers. While Millennials carry the highest average budget (about US $2,602), Gen Z plans to cut budgets significantly (down 31% year-on-year). For destination marketers, the message is clear: younger travellers want experiences, social content, and flexibility—not just luxury. At the same time, even in a tighter market one-in-four travellers qualify as “luxury travel” according to Deloitte’s criteria, indicating that upscale offerings still matter for some segments.

Tourism-industry implications for destinations

From a tourism official’s view, this pattern means rethinking product mix and messaging. With consumers choosing fewer trips but still travelling, destinations might focus on:

• Weekend or 3-5-day stays near metro regions, capturing those who trade length for convenience.
• Value stays (mid-tier hotels, boutique guesthouses, home-sharing) and bundled experience packages (local tours, heritage walks, food trails) that appeal to budget-aware travellers.
• Marketing to digital natives (Gen Z/Millennials) via social short-form video and AI tools, since younger travellers are turning to generative AI and social media for travel ideas.
• Promoting road-accessible and domestic-friendly options, since driving rather than flying is on the rise (57% cite cost-saving as primary reason).

Boosting tourism despite budget-cuts

Although budgets are leaner, travel itself remains a priority for many. This is heartening for destinations that may fear a deep slump. The key lies in offering flexibility and value rather than expecting the “same old” travel behaviour. For example, rural or secondary destinations may benefit from value-conscious travellers willing to bypass major hubs in favour of more immersive, cost-effective stays.

Final thoughts

At its heart, holiday travel remains about connection and escape—even if the wallet is lighter. As destinations across the U.S. compete for a slice of seasonal travel, the winners will be those that deliver meaningful, affordable experiences to a traveller mindset that is pragmatic, socially driven, and digitally native. For destinations willing to adapt, this could be the year of the “smarter getaway” rather than the “biggest budget spend” and still come out a winner in tourism.