Key stat: Only 30% of Gen Z adults plan to travel for the holidays in 2025, down from 44% in 2024, according to an October report from Bankrate and YouGov.

Beyond the chart:

• US Gen Z's holiday budgets are expected to fall by nearly 23% (22.5%) this year, per July 2025 data from PwC.
• Over half (60%) of US adults value good reviews when comparing travel products, according to September 2025 data from Criteo.

Use this chart: This data should inspire brands in the travel, hospitality, and event sectors to consider focusing promotions on local experiences or staycations, offering flexible pricing or early booking incentives, or partnering with retail brands to create hybrid travel/shopping experiences.

Related EMARKETER reports:

• Holiday Shopping 2025 (EMARKETER subscription required)
• US Holiday Ecommerce Sales​ Benchmarks: Q2 2025​ (EMARKETER subscription required)

Methodology: Data is from the October 2025 Bankrate report "2025 Holiday Spending Report." 2,529 US adults were surveyed online by YouGov during September 2-4, 2025. Of those, 498 indicated they plan to travel during the 2025 holiday season. The survey used a nonprobability-based sample and applied demographic quotas and weighting to reflect the broader US adult population.