A recent survey reveals that one in three Americans is prioritizing “repeat traveling,” opting to revisit the same vacation destinations year after year. Conducted by Talker Research for Apple Vacations, the survey involved 2,000 American travelers and highlights a notable inclination towards familiar locales over new experiences.
The findings reveal that approximately 30% of respondents treat their favorite vacation spots like second homes. Many travelers report a deep emotional connection to these destinations, with 65% feeling like “locals” when they return. The survey underscores a notable divide in travel preferences, with varying tendencies toward familiarity versus novelty.
Among beachgoers, 35% identify as repeat travelers, while 20% of families visiting theme parks share this sentiment. Conversely, road trippers are more inclined to seek out new experiences, with 26% indicating a preference for uncharted destinations.
According to Dana Studebaker, Vice President of Marketing, Consumer Brands at Apple Vacations, the predictability associated with returning to known destinations is a significant draw. “Travelers know exactly what awaits them,” she stated. “They can count on their favorite dinners, preferred amenities, and the joy of knowing their experience will be just as special every time.”
A balance between returning to familiar locations and exploring new ones is evident, with 54% of participants expressing a desire to do both. However, 25% lean strongly towards loyalty, with 10% stating they “always” return to the same destination, and 15% often do. On average, individuals revisiting their chosen spots have done so around five times, emphasizing the strength of these connections.
The motivations driving these repeat visits are multifaceted. Familiarity and comfort top the list at 52%, while stunning scenery, family traditions, and enjoyable food scenes each account for 40%. Factors such as affordability (39%) and ease of planning (35%) also contribute to the appeal of revisiting familiar destinations, illustrating how emotional ties and practical considerations shape travel habits.
Financial implications are noteworthy as well. Travelers tend to spend less on repeat visits, averaging $1,854 compared to $2,016 on new trips. Nearly 70% of respondents acknowledged they often incur higher expenses when exploring unfamiliar territory, suggesting that familiarity can be both comforting and cost-effective.
Nostalgia is another powerful motivator for repeat visits. Nearly half of parents (49%) have chosen to take their children to locations that were meaningful during their own childhoods. Among these, 39% hoped their children would enjoy the experience, while 37% aimed to relive cherished memories.
Looking ahead, the survey indicates that many Americans plan to continue returning to familiar destinations, with over half (54%) expecting to revisit a known location in the coming year. The most popular childhood spots cited for potential revisits include beaches (26%), theme parks (15%), and cities tied to family traditions (11%).
As Michael Lowery, Head of Global Consumer Brands at Apple Vacations, points out, the tendency to return to familiar destinations is not merely a passing trend but a fundamental aspect of creating lasting memories. “Every trip layers on new memories, turning that destination into a part of the family tradition,” he remarked.
The survey, conducted online by Talker Research from August 21-25, 2025, sheds light on the evolving travel habits of Americans, reflecting a blend of emotional connections and practical considerations that shape their vacation choices. As travelers continue to seek comfort in familiarity, the travel industry may need to adapt to meet these enduring preferences.