Americans keep returning to the same vacation destinations, survey finds

One in three Americans reports repeating the same vacation destination year after year, according to a survey of 2,000 American travelers conducted for Apple Vacations. The study, conducted by Talker Research Aug. 21–25, 2025, found that repeat travelers form enduring connections with places and communities, with 65% saying they feel like locals in their favorite spots.

Travelers who prefer familiarity are not just staying put; they are choosing what they know. The survey identified a clear divide between those who seek comfort and those who chase novelty: 35% of beachgoers and 20% of theme park families identify as repeat travelers, while road-tripping respondents (26%) are more likely to seek new destinations. "One reason people go back to the same destinations is because travelers know exactly what awaits them," said Dana Studebaker, Vice President of Marketing, Consumer Brands at Apple Vacations. "Much like the reassurance of an all-inclusive resort, where every detail is cared for, they can count on their favorite dinners, preferred amenities, and the simple joy of knowing their experience will be just as special every time."

More than half of respondents (54%) said they strike a balance between returning to known destinations and exploring new ones, while a quarter (25%) lean strongly toward loyalty — 10% say they always return to the same spot and 15% often do. On average, those who revisit the same vacation spot have been back about five times, underscoring just how enduring these bonds can be.

The reasons behind repeat visits vary. Familiarity and comfort top the list at 52%, followed by scenery (40%), traditions with friends or family (40%), and the local food scene (40%). In terms of expenses, Americans spend less when returning somewhere they’ve been before — about $1,854 on average, compared with $2,016 for a trip to a new destination. Nearly seven in 10 agreed that they tend to spend more when exploring new territory, highlighting both emotional and financial considerations.

Nostalgia emerges as another strong motivator. Nearly half of parents (49%) have taken their children to a destination that was meaningful to them growing up. Of those, 39% said they did so because they thought their kids would love it, while 37% wanted to relive happy memories.

Looking forward, a majority of Americans still plan to keep familiar places in their travel rotation. More than half (54%) say they expect to return to a familiar destination in the coming year. If they could revisit one childhood spot, the beach led at 26%, followed by theme parks at 15% and cities tied to family traditions at 11%.

"What’s clear is that returning to familiar destinations is not a trend, but a building block that will continue to create special memories for travelers for years to come," added Michael Lowery, Head of Global Consumer Brands at Apple Vacations.

Survey methodology: Talker Research surveyed 2,000 Americans; the survey was commissioned by Apple Vacations and conducted online between Aug. 21 and Aug. 25, 2025.