07/25/2025
Updates 07/25/2025: Ohio's Travel Industry and Current Travel Research
AMERICANS ARE FEELING FINANCIALLY BETTER OFF THAN LAST YEAR, BUT ALMOST 50% STILL EXPECT A RECESSION TO OCCUR. INTEREST IN AMERICA 250 EVENTS IS ALREADY STRONG.
Key findings from Future Partners, published July 7:
- 34% say their household is better off financially now compared to a year ago, an increase of 3.5 percentage points over last month and up 1.6 percentage points over the same time last year.
- 46% expect to be financially better off this time next year.
- As for who currently feels better off by generation:
- Millennials at 48%
- Gen Z at 46%
- Gen X at 32%
- Boomers at 23%
- 49% of American travelers expect a U.S. recession, an increase of 1.6 percentage points over last month and up 8.7 percentage points over the same time last year.
- 37% reported now being a good time to spend on travel, an increase of 6.8 percentage points over last month and up 3.4 percentage points over the same time last year, marking the highest since February 2022.
- 61% of American travelers will prioritize leisure travel spending, an increase of 4.0 percentage points over last month and up 2.8 percentage points over the same time last year.
- The average maximum annual travel budget increased to $5,979, a 30% increase from $4,750 reported the same time last year, returning to record-setting levels.
- Boomers have the highest average budget at $7,318
- Gen Z has the lowest at $3,734
- Millennials at $4,768
- Gen X at $5,892
- Gen Z (30%) and Millennials (27%) are most likely to avoid destinations based on personal political beliefs, compared to Boomers (16%) and Gen X (18%).
- Neary 44% of Americans are already interested in America 250 events.
- As for generational interest:
- Millennials are most interested (50%)
- Gen Z is the lowest (28%)
- Parents with school-aged children are a prime market with interest (57%)
REVIEWS ARE SIGNIFICANTLY SHAPING THE INDUSTRY, WITH 56% OF AMERICANS POSTING A REVIEW SOMEWHERE, AND THOSE AGED 18-54 BEING THE MOST ACTIVE IN SHARING THEIR RATINGS.
Key findings from Arival, published July 21:
- 56% of Americans are posting reviews somewhere (Google, Yelp, Tripadvisor, etc.) to showcase their experience.
- Travelers between 18 and 54 are by far the most likely to write reviews after a tour or activity:
- 73% posting reviews are between the ages of 18 and 34
- 75% posting review are between the ages of 35 and 54
- And 15% are 55+
- Google has pulled into the lead as the top spot for tour and attraction feedback, with about 32% of Americans sharing their reviews here.
- While 32% of U.S. travelers post reviews on Google, Tripadvisor and other online travel agencies see 23% of travelers posting reviews.