Travelers Are Still Spending, but Cautiously
Puerto Rico Leads Job Growth Compared to the National Average
As of July, year-to-date hotel lodging demand remains stable at the U.S. level and in Puerto Rico (+0.1%). Several states, including Nevada, North Dakota, Alaska, and Vermont, have experienced declines in hotel demand, while Mississippi, Connecticut, and Wisconsin have seen modest improvements compared to the previous year.
In contrast, employment data from the Bureau of Labor Statistics indicates that Puerto Rico has experienced stronger year-over-year job growth (3.6%) than the national average (1.3%).
As reported in the August edition of the Tourism Economics newsletter, an economic slowdown is anticipated. Hiring has stalled, consumer spending is flat, and inflation remains sticky due to tariffs and import costs.
Consumer confidence is weak due to economic uncertainty and tariff-related pressures. The domestic travel economy is stable, but cautious. U.S. hotel 2025 forecast for room demand growth was revised down from +0.5% to -0.1% while occupancy is expected to decline by 1%.
Taken together, the stagnation suggests that travelers are still spending, albeit cautiously, staying closer to home, and having a wait-and-see mentality. The luxury segment shows resilience, while economy hotels face the steepest drop in demand.
Quality of Service Is the Most Valued Factor for Guests
To weather the storm of uncertainty, Industry partner Skift released its most recent study: “The 2025 U.S. Traveler Trends” series, which delivers a data-driven view of American travelers' behaviors, preferences, and evolving mindsets collected since the beginning of this year.
- U.S. travelers are primarily driven by cost and convenience when choosing accommodations, with 65% prioritizing cost and 64% focusing on location. These practical considerations significantly outweigh factors like brand loyalty (34%) and environmental sustainability (16%), which rank much lower in importance. Other influential elements include amenities (49%), reviews and ratings (44%), and all-inclusive packages (37%), reflecting a strong preference for value and peer validation. Despite the travel industry's emphasis on eco-consciousness and personalized experiences, the data reveals a clear gap between marketing narratives and consumer behavior.
- U.S. travelers highlighted several standout aspects of their hotel experience, with a strong emphasis on service quality and comfort.
- Attentive staff, friendly hosts, and personalized service were frequently mentioned, pointing to the value placed on excellent customer care. Cleanliness, comfortable beds, and a clean environment were also consistently praised, reflecting guests ’ appreciation for a well maintained and relaxing stay. Overall, guests gravitated toward hotels that combine personalized attention, design, comfort, and prime location to deliver a memorable stay.
U.S. Travelers Prioritize Experiences Over Material Goods
2025 Travelers' Preference for Experiences Over Possessions: Seven in ten U.S. travelers prefer spending money on experiences (e.g., travel, concerts, dining) rather than physical goods (e.g., clothes, gadgets) while traveling. 68% prioritize meaningful experiences over high-end comforts while traveling, reflecting a shift toward value-driven, memorable travel.
About 64% of travelers prefer spending on unique activities rather than premium accommodations. 66% agree that immersive or local experiences are a key factor in destination selection, emphasizing the importance of authenticity and cultural depth in travel planning.
Only 34% of travelers avoided destinations due to climate-related concerns in the past six months, while 40% made no changes to their plans. Among those adapting to climate concerns, strategies include selecting climate-stable destinations (33%), traveling in off-seasons (31%), and choosing flexible or refundable bookings (30%). This indicates a growing but not dominant awareness of climate-related travel risks.
Should U.S. travelers have to cut back on spending, most would likely reduce their purchases of luxury goods, restaurants, alcohol, restaurant delivery, electronics, and retail apparel before cutting back on actual travel or transportation. This underscores the importance travel has to these consumers.
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