A recent survey indicates that a significant number of Americans prefer to return to the same vacation destination repeatedly, with one in three embracing what is termed “repeat traveling.” The study, conducted by Talker Research on behalf of Apple Vacations, surveyed 2,000 American travelers and uncovered a trend favoring familiarity over the allure of new experiences.
The findings reveal that approximately 30% of respondents return to their chosen vacation spot annually, treating these locations like a second home. A deeper analysis shows that repeat travelers share a strong emotional bond with their destinations, with 65% feeling like “locals” when they revisit. The survey highlights a distinct contrast in preferences; while some travelers cherish familiarity, others are drawn to the excitement of exploring new locales.
Among those surveyed, 35% of beachgoers and 20% of families visiting theme parks identify as repeat travelers. In contrast, road trip enthusiasts, at 26%, are more inclined to seek out fresh destinations. Dana Studebaker, Vice President of Marketing, Consumer Brands at Apple Vacations, explains, “One reason people go back to the same destinations is that travelers know exactly what awaits them.” She adds that the predictability of their experiences, such as familiar meals and preferred accommodations, contributes to the appeal.
Interestingly, the survey also found that more than half of respondents, specifically 54%, manage a balance between returning to known destinations and exploring new ones. A quarter of participants, 25%, lean heavily towards loyalty, with 10% stating they “always” return to the same spot and 15% doing so “often.” On average, these travelers have revisited their favorite locations around five times, highlighting the deep connections they forge.
The motivations behind these repeated visits are varied. Familiarity and comfort top the list at 52%, followed closely by scenic beauty, family traditions, and culinary experiences, each at 40%. Practical considerations like affordability (39%) and ease of planning (35%) further enhance the attractiveness of returning to established destinations.
Financially, the survey indicates that Americans tend to spend less when revisiting familiar places, averaging $1,854, compared to $2,016 for trips to new destinations. Nearly 70% of respondents acknowledge they often incur higher expenses when venturing into unknown territory, underscoring the economic benefits of familiarity.
Nostalgia also plays a crucial role in travel decisions. Nearly half of parents, specifically 49%, have taken their children to locations that held significance for them during childhood. Among these parents, 39% believed their kids would enjoy the experience, while 37% aimed to relive cherished memories.
Looking ahead, a majority of Americans intend to keep familiar locations in their travel itineraries. More than half, 54%, plan to revisit a known destination within the next year. When asked about the childhood spots they would most like to return to, top choices included beaches at 26%, theme parks at 15%, and cities associated with family traditions at 11%.
Michael Lowery, Head of Global Consumer Brands at Apple Vacations, emphasizes the significance of these patterns, stating, “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.” He points out that whether it is parents introducing their children to the Caribbean resort where they honeymooned or families gathering for reunions at a beloved relative’s home, each trip adds layers of new memories, solidifying the destination’s place in family traditions.
The survey was conducted online by Talker Research between August 21 and August 25, 2025, providing a comprehensive look at the evolving preferences of American travelers.
