A few trends stand out with domestic travel this year, including things such as “noctourism,” nostalgia and wellness.
In December 2024, U.S. News & World Report released rankings on vacation spots for the new year. Tranquil beaches and national parks dominated the list of popular destinations.
U.S. News & World Report lists Maui, Hawaii, as one of the top destinations to visit in the USA this year. The report says people love this destination for its beaches, golf courses and beautiful sunsets.
Small towns are also trending. According to U.S. News & World Report, the quaint coastal town of Bar Harbor, Maine, was one of the popular small towns mentioned.
Looking to the skies
Travelers are increasingly interested in what the hospitality industry has dubbed “noctourism” or “astro-tourism.” According to Booking.com’s 2025 Travel Predictions report, noctourism refers to traveling to experience the night sky in all its glory — travelers seeking dark-sky zones “with unprecedented enthusiasm to marvel at the solar system and engage in things such as stargazing.”
The Hilton Trends Report 2025 also noticed travelers’ fascination with the skies, noting that millions of Americans traveled in April 2024 to view the Total Solar Eclipse in cities in the path of totality.
Expedia.com’s Unpack ’25 Report revealed that travelers want to experience natural phenomena of all types these days. The company’s survey found that the top natural phenomena travelers want to experience is seeing the Northern Lights (61%) followed by geological phenomena (30%) such as volcanoes, geysers and hot springs.
“Whether it’s looking toward dark skies to stargaze or see the Northern Lights or heading to the beach to watch sea turtles hatch, travelers want a front-row seat to breathtaking natural wonders,” the report states.
Adventure and rest
Vacationers seem to want both adventure and rest on their trips. Hilton reports that many travelers will trek toward thrilling, unique adventures this year with 69% of global travelers enjoying being active during their vacations.
But tourists also want to prioritize wellness and sleep this year. Hilton reports that there’s a rising interest in what’s called “hurkle-durkling,” a Scottish phrase for intentionally lounging all day in bed while on vacation.
Hilton reports that about 25% of travelers also book a spa or wellness treatment specifically to enhance their sleep on vacation.
MeMoons, the hospitality’s fancy term for solo travel, are also trending, according to Hilton. About 55% of Gen Z and 51% of millennials are more likely to travel on their own than with others. To relax and unwind, many of these solo travelers (64%) love finding good books to serve as their travel companion.
Booking.com reports that more people want to take longevity retreats, with travelers planning health-focused trips around experiences designed to extend their lifespan. The company says these trips will feature cutting-edge experiences such as red-light therapy, cryotherapy and stem cell treatments to bring both long-term health benefits and in-the-moment relaxation.
Unique finds
Souvenirs are still important to today’s travelers, but people are fascinated with finding merchandise that speaks specifically to the destination they visited. People love finding domestically made souvenirs to take home, such as a local delicacy or snack that’s enjoyed in that city.
Expedia reports that travelers are searching for “treasures they can’t get at home and can’t go home without,” such as popular skincare products from Korea or trendy chocolate bars from Dubai. The company says 44% of travelers shop to buy local goods they can’t get at home.
Nostalgia is also big with today’s travelers. According to Hilton, “recreating memories” was the third most-cited reason for leisure travel in the U.S., and 58% of travelers revisit favorite childhood destinations.
Some vacationers also want to buy their entire wardrobe at their travel destination, so apparel is a big seller. According to Booking.com, over half of travelers are interested in buying their vacation wardrobe at their destination, with this figure rising to 63% for Gen Z.
