Whether clients are reuniting with loved ones, chasing warm weather or embracing the snowfall this winter, the holiday season is bustling.
To help advisors stay ahead of the curve during this busy time, we have compiled a roundup of observed trends from industry experts. Here’s what they say is driving travel during the holiday season.
Editor's Note: This story was last updated on Dec. 18, 2025.
Trends From Kayak
Trend 1: Travel Costs Are Trending Downward
According to online travel search engine Kayak, airfare prices are beginning to drop, with a 7% price decrease on international flights and a 1% decrease on domestic flights compared to the 2024 holiday period. Fortunately for travelers, savings don’t stop at flights, either. Rental car prices dropped 6% this holiday season, making domestic road trips more accessible.
Trend 2: Seasonal Hot Spots to Know
Travelers aren’t necessarily looking to escape the cold this winter. Eastern Europe is having a moment, with both Poland (73%) and Prague (65%) seeing an incredible increase in searches. Other hotspots include Saint Lucia (64%), Ecuador (55%), and Grenada (40%).
Trends From HotelPlanner
Trend 1: Las Vegas and New York Take Top Spots
This year, HotelPlanner reports a striking similarity between Thanksgiving and Christmas searches — the same two destinations are at the top of travelers’ lists for both holidays, according to booking data. Las Vegas ranks first for Christmas, earning about 55% of bookings compared to Chicago, Boston and San Francisco. New York steals the second spot with 35% of bookings.
Trend 2: Look to Chicago for Hotel Deals
If travelers are looking for an urban escape on a budget this season, hotel rates in Chicago have dropped 55%. With rates in New York and Las Vegas climbing 25% and 55%, Chicago stands out as an affordable option for travelers.
Trends From Dollar Flight Club
Trend 1: Flight Deals to Know, From Cancun to Italy and Orlando
According to the Dollar Flight Club’s annual holiday travel report, wintertime flight prices have fallen to their lowest levels since 2022. The report analyzed about 250 high-volume holiday routes across 80 airports and found lower medians across the country.
If families are flying from the east coast to Orlando, for example, flights are as low as $38 roundtrip. For a tropical vacation, Cancun remains a top option, with flights from Texas averaging 29% lower than normal. Even a European getaway is within reach this winter; roundtrip flights from Chicago to Italy are under $500.
Additionally, travelers will find low-cost, roundtrip routes from Florida to Mexico. Orlando is emerging as the frontrunner for the most affordable domestic fares. Next up are Tampa, Florida; Dallas-Fort Worth, Texas; and Miami.
For international escapes, travelers can find exceptional deals to Mexico City; Sao Paulo, Brazil; and Vancouver. Rates go for as low as $101 roundtrip. For departure flights, Boston and Houston stand out, with flights down 35-40% compared to previous years.
Trend 2: When to Book the Flight
For the best savings, Dollar Flight Club advises booking Christmas and New Year flights weeks in advance. Specifically, the flight alert service suggests booking domestic flights anywhere from three to seven weeks out. International flights are best booked roughly six to 12 weeks out.
Trends From Google Flights
Trend 1: Warmer-Weather Hot Spots
Based on Google Flights data, many travelers are interested in swapping a white Christmas for a warmer-weather holiday. The trending international destinations with the highest year-after-year searches are Rio de Janeiro, Brazil; Saint Lucia; Marrakech, Morocco; Tel Aviv, Israel; and Curacao.
Trend 2: Book 51 Days Out to Save
Based on an updated four-year analysis of Google Flights data, the lowest price for a Christmas or New Year’s trip tends to be about 51 days before the date of departure. The analysis also confirms that the cheapest days to travel tend to be at the beginning of each week, typically from Monday to Wednesday.
Trends From Deloitte
The 2025 Deloitte Holiday Travel Survey is based on 3,896 responses fielded between Sept. 26 and Oct. 3. The respondents who are planning to travel between Thanksgiving and mid-January qualified as holiday travelers. Key trends among these 2,099 holiday travelers are listed below.
Trend 1: Tighter Budgets and Financial Pressure
About 54% of respondents intend to travel this holiday season, which is about a 5-point increase from 2024. However, these travelers want to stay frugal and are spending 18% less year over year while planning fewer trips. About 31% of travelers indicated that they are in a worse financial state this season, compared to 26% a year ago. About 47% of travelers are planning to fly this season, which is about an 8% drop from last year. Instead of flying, 29% of travelers are planning to drive to their destination to save money.
Trend 2: Travel Among Younger Generations Is Rising
For the first time, younger travelers, specifically Gen Z and millennials, are expected to make up about half of the traveling public this season. Millennials will spend the most of any generation, averaging $2,602. Gen Z travelers, on the other hand, are planning to reduce their budgets by about 31% year over year.
Trend 3: AI Usage Skyrockets
Generative AI use among survey respondents when planning holiday travel details is increasing exponentially. Among respondents, GenAI assistance in planning travel is expected to hit about 24% this holiday season, which is an 8% increase compared to 2024. When seeking help from AI, respondents plan to use it for research activities and attractions (67%), followed by picking the best destination (56%) and finding specific accommodations (54%).
Trends From Classic Vacations
Trend 1: Shorter Booking Windows
Holidays are busy and can be overwhelming. This season, Classic Vacations is seeing the continuation of a trend where travelers are finalizing plans about 30 to 60 days before they depart — highlighting that flexibility remains a top priority.
Trend 2: Wellness is a Priority
Demand for wellness travel is on the rise among Classic travelers, and clients are looking for a chance to recharge during their vacation. Whether it is through a pampering spa treatment or connecting with nature, Classic reports that prioritizing wellness is important for clients this season.
Trend 3: Festive Escapes
European holiday ambiance shines through as one of the primary influences on travel this winter season. Classic reports big numbers for cities such as Paris, Rome and London, favored destinations for holiday markets, festive decorations and a timeless charm. The Italian Alps are also surging in popularity among the operator’s clients, as destinations including Cortina d’Ampezzo, Val Gardena and Madonna di Campiglio offer affordability and close proximity to the 2026 Winter Olympics.
If Europe is too far a stretch this season, advisors can pivot to U.S. mountain regions, which are also pacing ahead among Classic’s bookings. The festivities and apres-ski in Aspen, Colorado, or Jackson Hole, Wyoming, offer a glorious winter charm.
Trends from Nomad eSim
Trend 1: More Than Half of Americans Will Travel This Winter
According to a new survey from Nomad eSim — which polled more than 1,000 U.S. adults across the nation — 54% of Americans are planning to travel this winter. That said, economic challenges are leading some travelers to make changes to their plans; 33% of millennials (the hardest-hit generation) are scaling back trips and 17% are canceling entirely, while 36% of Gen Z are scaling back and 18% are canceling. Older generations are more resilient, with 61% of Boomers and 71% of the Silent Generation reporting their plans are unchanged.
Trend 2: Millennials Are Driving Winter Travel
About 54% of millennial respondents are planning domestic trips this season, while 22% will head abroad. Gen Z isn’t far behind, with 44% traveling domestically and 19% taking international trips. Older Americans are more likely to stay home, including 68% of Boomers and 64% of the Silent Generation.
Trend 3: Remote Work
Travelers are blending their work and holiday travel, with 56% of travelers planning to work while away. Millennials are leading this trend, as 52% of respondents will work remotely during their trips.
Trend 4: Family Visits and Warm Weather Dominate Bookings
Nomad found that 44% of winter travelers plan to visit family and friends this winter, making it the top travel motivation for the season. Another 44% of respondents are opting for warm-weather escapes, especially millennials (54%).
Trend 5: International Hot Spots
Among those going abroad this season, Europe is attracting 11% of travelers while 10% are heading to Mexico and the Caribbean and 6% to Southeast Asia.
Trends from Point.me
Booking engine Point.me recently released its 2025 Holiday Travel Forecast, a survey of more than 1,000 members to see how holiday travel is shaping up this season.
Trend 1: Christmas Is the Top Holiday for Travel
Seventy-three percent of respondents will travel for at least one holiday this season, with Christmas emerging as the biggest travel period (37%). For those traveling this Christmas, 51% are driven by leisure and 48% are driven by family, with 66% returning to a familiar destination. Despite financial uncertainty, only 10-16% of travelers are citing cost as a reason for staying home this season (across all the holidays).
Trend 2: New Year’s Travelers Are Taking International Vacations
While only 20% of respondents say they plan to travel for New Year’s, 81% of those who are hitting the road are doing so for a leisure vacation and 18% will visit family. New Year’s travelers are also more likely to be taking an international trip (57%) than those traveling for Christmas (45%). Seventy-three percent will revisit a previous destination.
Trend 3: The Top Christmas and New Year’s Travel Destinations
For both Christmas and New Year’s, the top four international destination searches include London, Paris, Tokyo and Bangkok. Top domestic destinations for both holidays include New York, Los Angeles and San Francisco.
Trends from Google
Trend 1: Travel Interest Is High, Though Concerns Over Disruptions Remain
According to a recent Google Trends report, searches for “holiday flights” have hit a five-year high. “Air travel news” is another trending search, as travelers try to navigate flight changes and cancellations. To ease some of the pressure this season, the use of AI travel planners has surged to an all-time high.
Trends From Priceline
Trend 1: Pricing Patterns Are Mixed
Priceline’s 2025 holiday travel snapshot found that holiday pricing is proving unpredictable this winter. Domestic airfare is up slightly around Christmas (+2%) and jumps notably for New Year’s (+9%). However, international pricing is uneven across the season: Airfare dips during the Christmas period (-7%) before climbing again for New Year’s (+8%). Across the board, hotel costs are seeing steady and significant growth throughout the holiday season.
Trend 2: Smaller Cities Offer Big Savings
Travelers are turning to smaller, often overlooked destinations this season. Priceline’s report saw demand for travel to “second cities” — providing travelers with an affordable option to skip out on pricier metros.
Trend 3: Christmas Destinations to Watch
Hotel search data shows increased interest in Christmas travel to Rome (+73%) and Paris (+40%). Flight searches, meanwhile, are dominated by warm-weather locales including Cancun, Mexico; San Jose, Costa Rica; and Punta Cana, Dominican Republic.
Trends from Leger
Trend 1: Domestic Exploration is Growing
According to Leger's U.S. Winter Travel Study, travelers are increasingly choosing destinations closer to home due to growing economic pressures. Among the respondents, 87% expect to travel within the U.S. this holiday season, with the Southeast (51%) and West (37%) emerging as the top regions. Seventy-six percent of travelers are leaving their home states to explore domestically, which is up from 59% in 2025.
Trend 2: Despite Tighter Budgets, Travel Remains a Priority
To cope with a tighter budget this holiday season, many travelers are adapting to new habits instead of cancelling plans. Leger found that 33% expect to stay with family or friends, while 31% plan to cut back on shopping and 30% plan to cut back on dining in order to fund upcoming trips. With smarter spending, comes bargain hunting — 72% of respondents are looking for deals on their accommodations and flights.
Trends from TripAdvisor
Trend 1: Winter Travel Is Surging
TripAdvisor's Winter Travel Index reports that 60% of travelers are planning to take a trip this winter. This surge is contributing to a 45% increase in seasonal bookings compared to 2024. Travelers are favoring longer getaways, as 54% are planning trips of five nights or more, and more than half (52%) are consequently upping their spending. Experiences remain a defining factor when building an itinerary — 93% of travelers are prioritizing activities in their vacation budgets.
Trend 2: Cold Cities and Warm Beaches Split Demand
The index shows an even divide between travelers seeking a cold festive escape, and those who are craving tropical destinations. New York City, Las Vegas, Orlando and Key West, Florida, top the domestic charts, while Mexico dominates international travel demand with Cancun, Playa del Carmen and Cabo San Lucas leading. Other trending international destinations include Prague, Czech Republic; Mecca, Saudi Arabia; Shanghai, China; and Nha Trang, Vietnam.
Trend 3: Experience-Based Itineraries Define Winter Travel
Travelers are seeking an activity-packed trip this winter with cultural sightseeing (38%), nature-focused outings (37%) and shopping (31%) at the top of their wish lists. More Gen Z (47%) and millennial (48%) travelers are prioritizing activities, compared to Gen X (40%) and Baby Boomers (32%), with older travelers prioritizing relaxation and family more.
Trends from Travelsavers and Nest
Trend 1: Advisors Could See a Boost in Sales
A new Travelsavers and Nest survey shows an anticipated boost in sales for travel advisors as 2026 kicks off. Advisors affiliated with these agencies expect a 72% increase in revenue for the year ahead. This boost can be attributed to clients prioritizing luxury travel and personalized planning.
Trend 2: Advisors Add Fees
The survey found that 56% of respondents now charge professional fees. One in five advisors charge per transaction, and 11% charge a consultation fee for their time. Additionally, one in 10 charge specialized service fees such as FIT design or air ticketing. An additional 25% are considering introducing fees into their service in the future.
Trend 3: Advisors Adopt AI
The use of generative AI among advisors has jumped from 32% to 59% this year. Now, 29% of advisors use AI frequently and 30% use it occasionally. This expedited growth suggests a rapid shift toward taking advantage of digital tools to better streamline planning.
Trends from Allianz
Trend 1: Festive Cities Top Europe Holiday Travel
Allianz Partners’ annual European Holiday Destination Index reviewed more than 165,000 travel itineraries and found that travelers are prioritizing Europe’s festive atmosphere and cultural immersion this holiday season. The index highlights 20 of the most popular European destinations for American travelers this winter, topped by London, Paris, Rome, Madrid and Dublin.
Trend 2: City Breaks and Mediterranean Escapes
Rounding out the top 10 most popular destinations this season are Amsterdam; Frankfurt, Germany; Barcelona; Munich, Germany; and Lisbon. Additionally, Athens (No. 13) rose above Edinburgh (No. 14) in the index, signaling that travelers are prioritizing milder weather.
Trends from The Priceline Postcard
Trend 1: Sports Tourism Drives Momentum
Amid football season, fans are traveling for kickoff and turning gamedays into quick getaways. This December, The Priceline Postcard report shows a rise in hotel searches for Buffalo, New York (+43%), and Denver, Colorado (+16%), as well as roundtrip flights to Tampa (+42%), Florida, and Green Bay, Wisconsin (+22%).
Trend 2: Smaller Urban Cities Standout
Smaller, culturally rich urban cities and neighborhoods are gaining popularity this winter. Hotel searches have jumped for Milwaukee, Wisconsin (+29%); Asheville, North Carolina (+19%); Rochester, New York (+17%); and Denver (+16%). These cities offer travelers a chance to explore creative neighborhoods and food scenes without leaving the country.
Trend 3: Mexico’s Cultural Hubs Surge
Cultural immersion is topping travelers’ itineraries this season, showing a boost in demand for Mexico heritage destinations. Cities such as Oaxaca (+52%) and Merida (+25%) are seeing heightened interests, as they offer travelers festive markets, community celebrations and historic traditions.
Trends From RateHawk
Trend 1: Travel Within the U.S.
RateHawk (a B2B online system for booking hotels, air tickets and transfers) has found that a large segment of American travelers are favoring domestic destinations for travel during this year's holiday season. Top destinations include New York, Orlando, Miami and Hawaii.
Trend 2: Top Outbound Destinations
For those opting to go abroad, RateHawk's top outbound destinations for the period include Mexico, the Dominican Republic, Italy, France, the United Kingdom, Colombia, the United Arab Emirates, Japan, Switzerland and Thailand. Average accommodation bookings run $2,176 with an average stay of four nights.
Trend 3: Growth in Europe Bookings
RateHawk also found that holiday Europe bookings have grown by 64%, as year-round demand for trips to the continent remains strong. Destinations with a festive atmosphere are drawing Americans, as well as culturally rich cities such as Rome, Milan, London, Paris, Madrid and Barcelona.
