This summer, travel is about more than just going somewhere. As we take a look at recent surveys and data from Google and Airbnb, it’s clear that people are craving authentic experiences in the months ahead, — a meal cooked by a local, a cabin surrounded by pine trees, or dancing in a stadium with thousands of fellow fans. From checked bags to road trips to island escapes, travelers are choosing to make their time off matter.
Coastal Curiosity & Island Escapes
Source: Google Summer 2025 Travel Trends
According to Google Flights, travelers are chasing sea breezes and salt air this summer. Top-trending destinations include tropical islands like Puerto Rico, Curaçao and St. Lucia, along with U.S. coastal gems like Maui, Nantucket and Rio de Janeiro.
- TURNER Takeaway: The beach isn’t just a backdrop—it’s the main event. Fashion, flight searches and vacation planning are all aligned around the island aesthetic.
Food-Focused Travel with a Local Twist
Source: Airbnb Summer 2025 Travel Trends
Nearly 1 in 5 Airbnb users choose their accommodation based on access to authentic local experiences, with 47% of travelers ranking local cuisine as their top food and beverage priority (Panterra Consumer Survey).
- TURNER Takeaway: Culinary curiosity is driving travel decisions—often away from major cities and toward hidden-gem destinations with strong local flavor.
Outdoor Adventures & Nature-Based Lodging
Source: Google Travel Trends
In the U.S., cities with access to nature, like Billings, MT; Juneau, AK; and Bangor, ME, are trending. Cabin stays are leading for couples, while “dude ranch” vacations are the top family trend for 2025.
- TURNER Takeaway: Nature travel is evolving from a pandemic-era necessity into a long-term preference for peaceful, experiential travel.
Fandom Travel: Events as Destinations
Source: Airbnb Summer 2025 Travel Trends
A growing number of travelers are embarking on what’s being dubbed “fandom travel.” Roughly 1 in 4 people say they’ll travel more in 2025 for concerts, festivals or sporting events. Gen Z women in particular are leading this charge, with 33% saying they are more likely to travel for concerts compared to 24% of Gen Z men.
- TURNER Takeaway: People are traveling for moments, not just places. Events now rival family reunions as top travel motivators.
The Return of the Checked Bag
Source: Google Search Trends
Google data shows “checked bags” have now surpassed “carry-on bags” in search volume, marking a notable shift in travel behavior.
- TURNER Takeaway: Travelers are preparing for longer or more diverse trips and packing more gear than in recent years.
Spontaneous Staycations & Road Trips
Source: Airbnb Summer 2025 Travel Trends
U.S. guests are increasingly choosing trips within 300 miles of home, with 43% planning to drive instead of fly. Nearly 30% of parents say they’re opting for staycations over longer-distance travel. Southern Living also reports that road trips are trending strongly, especially in the South, where travelers can hit several spots in a day’s drive.
- TURNER Takeaway: Road trips and nearby getaways offer control, flexibility, and savings—all key motivators in today’s travel climate.
