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The State of the American Traveler in March 2025

Future Partners' Brand Equity Index

Economic Concerns Shape Travel Plans, Making Price Sensitivity Key in Marketing; Food, Authenticity, and Reputation Still Crucial

The State of the American Traveler in April 2025

Future Partners recently conducted The State of the International Traveler survey across 16 top global tourism markets, capturing sentiment post-U.S. Presidential Election and prior to key tariff announcements. For U.S. marketers who rely on or are targeting Canadian tourism business, here’s what you need to know now.

The State of the Canadian International Traveler in Q1 2025: Insights for US Marketers

The State of the Canadian International Traveler in Q1 2025

There is a growing sense of caution among American travelers.

A combination of financial sentiment metrics indicate a growing sense of caution among American travelers. Meanwhile, devotion to TikTok as a source for travel inspiration is thus far unwavering.  And when it comes to how travel promotes connection, nearly two-thirds feel their travel experiences improved the quality of their personal relationships.

The State of the American Traveler in February 2025—Cooling Travel Sentiment, TikTok Stable, the Importance of Romance

Americans plan to increase their trip volume over the next year. When it comes to the upcoming holidays, more than 40 percent of American travelers have trips specifically planned for these. Thankfully, despite being a national election year, it does not appear that politics will pose a widespread challenge to family holiday time.

The State of the American Traveler in October 2024 -- Elections, Holiday Travel, and Media

The State of the American Traveler in January 2025—A Strong Start to the New Year, Buy Now Pay Later for Travel, School Holidays

Which are likely to shape the travel landscape in 2025?

As we look to 2025, Future Partners asked American travelers about the appeal of 10 travel trends that have emerged or become more prominent recently—from Skillcations to Doom Tourism. Here’s what we learned about how travelers are feeling about these new(ish) reasons to travel.

The Appeal of Emerging Travel Trends

Christmas & New Year’s Travel, AI Interest Outpacing Usage

The State of the American Traveler in December 2024—Christmas & New Year’s Travel, AI Interest Outpacing Usage

Explore the latest travel insights to define your travel marketing strategy.