PwC’s “Holiday Outlook 2025” survey reveals shifting consumer trends in holiday travel and spending. Among non-travelers, around 50% prefer celebrating at home, with cost concerns affecting 43%, particularly among Gen Z (50%). The primary motivation for holiday travel remains visiting friends and family (48%). Younger consumers seek value, bundled perks, and flexibility, while older generations prioritize reliability. Holiday spending overall is down 5%, with gift spending dropping 11%, yet travel and entertainment budgets are stable, increasing by 1%. Households with children plan to spend significantly more, averaging $2,349.
The demand for AI-driven travel recommendations is rising, especially among Millennials, highlighting the need for structured, AI-compatible content. With a compressed booking window due to a late Thanksgiving, adaptable inventory and policies become crucial. Travel operators should target generational preferences, emphasizing VFR travel with flexible options. Despite economic challenges, travel remains a key priority, necessitating transparency and tailored offers to meet diverse consumer expectations.
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