• by Danielle Oster , Yesterday

With the summer travel season on the horizon, hotel marketing agency TravelBoom released its new 2025 Booking Trends Study.

The study found continued strong demand for summer vacation travel among U.S. consumers. Nearly 75% of U.S. respondents said they plan to take a vacation this summer, with an additional 17.5% considering one.

That’s not to say that inflation and economic instability haven’t had an impact. Seventy-eight percent reported inflation altering their travel behavior, with nearly half describing the broader economy as a key driving factor in their travel decisions. Relatedly, travelers are prioritizing “confidence and value,” according to the study.

Marketing Daily caught up with TravelBoom Chief Operating Officer Pete DiMaio over email for additional insights.

This interview has been edited for length and clarity.

Marketing Daily: How does the study's finding that summer travelers are prioritizing "confidence and value" differ from years prior? Does it reflect a significant short-term change, or an evolution of trends unfolding over the past few years?

Pete DiMaio: The focus on "confidence and value" reflects an evolution of travel behaviors that have matured over the past few years, rather than a sudden short-term shift. Since the pandemic, travelers have consistently sought flexibility, risk mitigation, and cost control. This year’s data reinforces that evolution:

Economic influences remain significant: 47.5% cite the economy as a major planning factor.

Top early booking motivators—guaranteed best rates (39.5%), free cancellations (37.5%), and early booking discounts (37.5%)—all reflect travelers’ desire for low-risk, high-value travel.

Overall, these trends show travelers prioritizing emotional security, and financial clarity, not just escapism.

Marketing Daily: Were any of the results particularly surprising or unexpected?

DiMaio: Yes, two findings stood out as particularly surprising.

Consumers’ ideal booking windows were closely aligned with their actual booking windows. Typically, there’s a gap between consumer intentions and actual behavior. But in this case, most travelers plan and book within one to three months, matching their stated preferences. Eighty-six percent cited a preferred booking window between two weeks and four months.

There was also a minimal shift toward earlier booking, with only 15.5% of consumers booking earlier than in past years, which runs counter to industry expectations post-COVID. Despite the continued travel rebound, booking patterns have remained stable.

These insights challenge assumptions that urgency and long lead times would dominate in 2025.

Marketing Daily: What should travel brands take away from these findings? How might they apply insights from the results in their marketing and/or promotional offers?

DiMaio: Travel brands—especially independent hoteliers—can apply several strategic takeaways from the study.

Lead with confidence: Messaging should convey security and assurance. Promote policies like price guarantees and free cancellations to ease booking hesitations.

Time promotions strategically: Travelers book primarily 1–3 months ahead. Launch promotional campaigns and retargeting efforts accordingly to meet travelers in their planning sweet spot.

Use value-based incentives: Offers that include early bird discounts, flexible terms, or added perks resonate strongly and influence earlier decision-making.

Create urgency when scarcity exists: With 38.5% of consumers saying they book immediately if availability is low, brands can highlight limited rooms or rate drops to prompt immediate action.

Focus on economic sensitivity: Messaging around affordability, “book now, pay later,” and transparent pricing directly addresses the 33% of consumers citing financial strain as a barrier to travel. Brands should shift from selling “vacations” to selling the feeling of control and confidence that consumers can book a trip, and it will be worth it.