One in three Americans is embracing “repeat traveling,” preferring to return to the same vacation destination year after year.
A new survey of 2,000 American travelers delved into vacation habits and found a surprising trend: many Americans are opting for the comfort of familiarity over the excitement of new destinations.
Thirty percent of respondents return to the same vacation spot year after year, treating it like a second home.
The survey, conducted by Talker Research on behalf of Apple Vacations, found that repeat travelers are emotionally invested in their destinations and need to feel deep connections with the local community. In fact, 65% of repeat visitors report feeling like “locals” in their favorite vacation spots.
Interestingly, the survey found a clear divide between travelers who favor familiarity and those who chase novelty.
Thirty-five percent of beachgoers and 20% of theme park families identify as repeat travelers, while those going on road trips (26%) are more likely to seek out 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% “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 these repeat visits are as varied as the destinations themselves. Familiarity and comfort top the list at 52%, but scenery (40%), traditions with friends or family (40%), and even the food scene (40%) also play major roles.
For others, affordability (39%) and ease of planning (35%) make familiar spots especially appealing, showing how both emotional and practical factors shape travel habits.
When it comes to expenses, the survey found that Americans spend less when returning somewhere they’ve been before — averaging $1,854 — compared to $2,016 on a trip to a new destination.
Nearly seven in 10 agreed that they tend to spend more when exploring new territory, suggesting that familiarity may not just be comforting, but cost-effective.
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.
Going 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. And if they could revisit one childhood spot, the top choices were the beach (26%), theme parks (15%), and cities tied to family traditions (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. “Maybe it’s parents showing their kids the Caribbean resort where they honeymooned or a family celebrating another reunion at grandma’s house. Every trip layers on new memories, turning that destination into a part of the family tradition.”
Survey methodology:
Talker Research surveyed 2,000 Americans; the survey was commissioned by Apple Vacations and administered and conducted online by Talker Research between Aug. 21 – Aug. 25, 2025.
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