What's happening:
Summer is usually viewed as the time to get away, but for many people, it’s just as much about coming together, even if that is closer to home. Travel remains a key part of the season, with many people still planning trips despite rising costs and tighter budgets. At the same time, others are opting to stay local. From backyard barbecues to local festivals and holiday weekends, the pull towards gatherings and celebrations is just as quintessential to summer as vacation getaways. While travel may not be on the books for everyone over the coming months, people are still carving out moments to celebrate and gather with others.
What we found:
- A little more than half of respondents (55%) plan to travel this summer.
- 86% of travelers expect to spend the same or more on their vacations this summer compared to previous years, mostly due to more expensive destinations (38%) and higher travel costs (35%).
- Among those who usually travel during the summer, 27% either don’t plan to do so this year or are unsure about their plans. For those not traveling, 14% plan to attend local events or gatherings instead.
- 45% of respondents expect to host and/or attend celebrations or parties this summer.
Why it matters:
The way people are approaching summer shows something deeper about today’s consumer mindset. Even with something as expected as a vacation, decisions are made more thoughtfully. The travel spirit is still alive, but it competes with a growing need to justify every dollar spent. This doesn’t mean people are cutting back on experiences; it means they’re rethinking how and where those experiences take place. For brands, this creates an opportunity to connect in many ways. From road trips to backyard gatherings, consumers still want to celebrate, connect, and find significance. Whether it’s improving a journey or making a moment at home special, brands that see this more thoughtful, value-focused mindset are in a better position to connect in a season marked by meaning, not just by movement.
Data collected June 6-8, 2025 (N=990, MoE ±3.11%, 95% CI)
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