Welcome to the June 2025 IGES newsletter. This month, we explore fresh insights into U.S. domestic travel behavior across families, solo travelers, and luxury seekers, along with new inspiration for retailers and attractions adapting to these shifts.
Top Travel Trends for Summer 2025
Family and Multigenerational Travel Lead the Way
In 2025, nearly half of U.S. travelers prioritize family-oriented trips: 47% plan multigenerational or family vacations, a 17% increase from 2024. Friend group travel follows at 20%, while only 12% intend to travel solo—a dramatic 72% drop from 2024. This shift underscores the emphasis on shared experiences over independent journeys.
Rise of Inland and Rural Destinations
Beach and coastal locations remain popular, with U.S. travelers spending an average of $5,195 per trip on vacations. There is a marked uptick in interest for inland U.S. destinations. States such as Michigan, Wisconsin, Minnesota, and Tennessee have climbed into the top ten most-searched for 2025, reflecting travelers’ appetite for lakefront escapes, mountain retreats, and small-town charm.
Shorter, Closer “Microcations” Take Hold
Deloitte’s 2025 Summer Travel Survey reveals that 57% of American travelers intend to take multiple short trips (three days or fewer) within 200 miles of home—versus 45% in 2024. This trend reflects budget-conscious planning, as 23% of respondents cited high airfare and hotel costs as motivators to “stay local” and stretch vacation dollars.
Merch Magic: Display Trends That Convert
AI-Enhanced Personalization and Omnichannel Integration
Retailers are leveraging generative AI to create hyper-personalized merchandising. Chatbots and AI-driven kiosks can suggest products based on real-time traveler profiles—e.g., a family browsing for local keepsakes or a luxury shopper seeking limited-edition artisanal goods. This technology both drives conversion (15% higher during pilot AI implementations) and optimizes inventory by predicting demand for regional favorites.
Interactive, Immersive In-Store Experiences
As travelers crave meaningful connections, retail spaces are transforming into mini-experiential hubs. Consider installing AR “destination walls” where shoppers scan QR codes to see local landmarks come to life, paired with curated merchandise (e.g., a 3D-printed model of the Grand Tetons beside a locally crafted hiking guide). These multisensory displays not only extend dwell time but also strengthen emotional ties to a region.
Customer Connection Corner
Addressing Unfair Solo Pricing and Building Trust
Recent investigations reveal airlines surcharging solo passengers up to 50% more than duo or group travelers on identical itineraries—a hidden penalty for those traveling alone. Retailers can mirror transparency by clearly labeling multi-item discounts and avoiding “hidden” fees (e.g., additional packaging costs for single-sku souvenirs). Proactive communication builds goodwill among discretionary spenders.
AI-Driven Loyalty and Mobile Engagement
With eight in ten shoppers influenced by digital retail media, tourism retailers are embedding AI into loyalty apps—offering personalized “next-visit” discounts based on previous purchase history, geo-fenced promotions when a traveler enters a destination, and tailored push notifications (e.g., “Family-friendly artisan workshop today at 2 PM”). This real-time, data-backed approach elevates the customer experience and drives incremental spend.
IGES Ideas: Product Spotlight
Regenerative Travel Kits
Consumers increasingly favor eco-conscious purchases. Curate “Regenerative Travel Kits” containing biodegradable toiletries (sourced from local cooperatives), seed paper journals to plant after use, and artisan-crafted upcycled goods (e.g., jewelry from reclaimed driftwood). These kits underscore both responsibility and authenticity, resonating with wellness- and eco-minded travelers.
Regional Artisanal Food & Beverage Packs
Capitalize on the boom in functional and global snack trends by bundling region-specific flavors — like Vermont maple bourbon caramels or Pacific Northwest berry preserves — into curated “Taste of [State]” gift packs. These edible keepsakes delight multi-generational groups and solo foodies alike, driving both on-site impulse purchases and online reorders.
Attraction Action
Cleveland Museum of Art—14th Annual Summer Solstice Festival
Returning in June, the Summer Solstice festival transforms the CMA grounds into a nighttime art-and-music spectacular. Headliners include Da Land Brass Band (Cleveland), Balkan Paradise Orchestra (Spain), El Laberinto del Coco (Puerto Rico), and Mexican Institute of Sound (Mexico). This all-ages event integrates immersive projections, outdoor installations, and culinary pop-ups, drawing both families and adult patrons. Retailers near University Circle can capitalize on spillover foot traffic by hosting late-night “Museum Edition” souvenir kiosks featuring art-inspired prints and local artisan crafts.
Dollywood’s 40th Anniversary—“Smoky Mountain Summer Celebration”
Dollywood celebrates its 40th season (June 14–Aug 3) with brand-new Summer Celebration packages, including extended park hours, exclusive “TimeSaver” ride passes for resort guests, and family-friendly evening fireworks over the Smokies. A new hillside “Dollywood” sign and expanded parking enhance guest convenience, while immersive experiences—like the Flower & Food Festival (running through June 8) and launch of a 40th-anniversary show—cater to multi-generational families and luxury guests seeking VIP amenities.
Sustainable Scene
Wellness-Focused Offerings as Differentiators
In an era when 71% of U.S. summer travelers report “stress relief” as their primary trip motivation, destinations offering curated wellness experiences gain a competitive edge. Highlight programs like Disney’s Epcot Fireworks Experience—with its champagne and gourmet bites to de-stress—alongside boutique farm stays offering equine therapy or Appalachian forest bathing. By packaging these with eco-friendly amenities, retailers and attractions not only meet modern demands but also drive incremental spend.
Stay tuned as we continue to navigate these changes together. We invite you to subscribe for more insights and strategic ideas to keep you ahead in the evolving tourism market.
