American travelers are looking beyond traditional sightseeing, prioritizing authentic cultural encounters, outdoor adventures and multi-destination itineraries, according to insights shared during the “Understanding the American Traveler: Portrait of American Travelers Annual Study” seminar at World Travel Expo (WTE) Miami 2026.
The presentation, based on MMGY’s annual Portrait of American Travelers study, explored shifting consumer preferences, the growing role of artificial intelligence (AI) in trip planning and the economic and political factors influencing destination decisions.
Authenticity Drives Travel Decisions
Travelers increasingly want experiences that connect them with the places they visit, from local cuisine and cooking classes to outdoor activities and opportunities to spend meaningful time with loved ones.
“I think there’s nothing that beats having a more authentic experience when you go to a destination, whether you’re sitting with families or having a cooking class with a local chef—something that feels rooted in that destination,” said presenter Rose Mary Cortes, VP, International Marketing & Communications, MMGY Global.
Nature-based activities, personal growth and opportunities to disconnect from technology are also influencing vacation choices.
Multi-Destination Itineraries Gain Appeal
“Travelers want a variety of experiences in one trip, whether that means combining a city stay with time on the beach or exploring multiple countries in one journey,” said Cortes.
Cortes noted that travelers are looking to maximize their time abroad by combining different destinations and experiences within one vacation. More than eight in 10 international travelers prefer visiting multiple locations, while 61 percent prefer visiting multiple cities within the same country, she stated.
Western Europe remains a popular choice, while destinations across East and Southeast Asia, including Japan, South Korea and Thailand, are attracting attention. Costa Rica and Panama are also among the destinations gaining interest, alongside less familiar European destinations such as Poland and Hungary.
AI and Online Reviews Influence Planning
Digital platforms are reshaping how travelers discover destinations and evaluate their options. According to the presentation, 73 percent of American travelers use AI to help plan trips, including researching destinations, generating itineraries and suggesting activities.
Online travel review websites have also overtaken friends and family as a leading source of travel information. Meanwhile, visual content and social media continue to inspire travelers, creating opportunities for destinations and travel brands to showcase their experiences.
Despite the growth of digital tools, travel advisors remain relevant, particularly for complex itineraries, unfamiliar destinations and family vacations.
Cruising and Cultural Experiences Remain Strong
Cruising continues to appeal to American travelers across river, ocean and expedition options.
“River cruising, ocean cruising and expedition cruising all remain compelling options for travelers, with many looking for something different from their usual vacation,” said Cortes.
Cultural attractions also resonate across generations, with older travelers showing a particularly strong interest in museums, guided tours and heritage sites.
“The boomers really do appreciate culture in a very strong way, and it’s reflected in the way they’re spending in destinations,” she said.
What Advisors Should Know
The findings illustrate the importance of recommending personalized itineraries that balance authentic experiences, cultural discovery and opportunities to explore more in a single trip.
