The Great Getaway - How Most Americans Plan Their Summer Vacations.

Planning our summer vacation is a beloved tradition for many Americans, with most choosing to travel within the country. And this insight, among others, is crucial for travel and tourism brands as they prepare to attract travelers to their destinations amid a sea of competing options.

According to a 2016 survey by Travel Market Report (BEFORE the pandemic changed many of our preferences on a long term basis), approximately 72% to 78% of Americans plan to vacation within the United States during the summer months, while about 15% to 22% choose international destinations.

In today's article we focus on the domestic travel market which we are constantly researching at Origin, in part because many of us at the company travel that way but also because travel has been one of the most progressive verticals that we've had the pleasure of working in. Whether it's Florida, Maine, Alaska, Puerto Rico, Arizona or one of the countless jurisdictions within all of the above who we've had the privilege of building award winning CTV campaigns for - we. love. travel.

So, to the research...

Domestic Travel Preferences

Among those staying within the U.S., road trips are particularly popular, with 70% of travelers planning to drive to their destinations (Deloitte). The average one-way distance for summer trips is approximately 284 miles, with 78% of these trips ranging between 50 to 249 miles (Bureau of Transportation). This preference for shorter distances aligns with the desire for cost-effective and flexible travel options.

Planning Timelines

Planning ahead is a common practice among American travelers. Nearly 70% of those intending to travel during the summer months report making their plans at least two months in advance (PR Newswire). This foresight allows for better budgeting and accommodation of preferred travel.

Duration of Trips

Summer vacations vary in length, but many Americans favor shorter getaways (Travel Market Report). Approximately 45% of summer trips are same-day excursions without overnight stays . For overnight trips, the average duration is about 2.1 nights, reflecting a trend toward brief yet refreshing breaks from daily routines.

Decision-Making Factors

Several key factors influence Americans' summer vacation decisions:

• Budget Considerations: With rising costs, travelers are increasingly budget-conscious. The average planned expenditure per person is around $941, prompting many to seek cost-effective travel options.

• Destination Familiarity: A significant number of travelers prefer returning to familiar locations, with 55% choosing destinations they have visited before. This preference underscores the comfort and reliability associated with known locales.

• Influence of Recommendations: Personal recommendations play a vital role, with 27% of travelers basing their plans on suggestions from family and friends. Additionally, social media influences are notable among younger generations, particularly Gen Z.

• Travel Companions: The choice of travel companions affects destination decisions. Many Americans plan vacations with spouses, partners, or family members, influencing the selection of family-friendly destinations and activities.

• Transportation Mode: The mode of transportation is a significant consideration, with 79% of travelers opting to drive to their destinations. This choice offers flexibility and often aligns with budget constraints.

These are the sorts of considerations we at Origin think are vital to know when planning how to advise our travel clients when it comes to the use of our dynamic creative overlays and ad extensions. Here is a simple of example of one such campaign we crafted for one of our fabulous clients ahead of this coming summer 2025:

In this example, we helped our client target different messaging to different audiences based on distance

In summary, most Americans plan their summer vacations with a focus on domestic travel, favoring road trips to familiar destinations. Planning typically occurs at least two months in advance, with trips averaging around two nights. Budget, destination familiarity, personal recommendations, travel companions, and transportation modes are pivotal factors in the decision-making process.

If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.

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ABOUT ORIGIN 

Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.

With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.

Learn more at: originmedia.tv