With summer around the corner, Americans are already making experience-focused travel plans. The latest Allianz Partners Global Travel Confidence Index reveals younger travelers are leading the trend, with 65 percent of Gen Z and 63 percent of millennials planning to attend live entertainment and experiences while traveling this summer. More than half of Gen Z travelers say a ticketed event is the main reason they are traveling this summer.
More than half of American travelers say they are likely to attend a ticketed concert, festival or performing arts event while traveling this summer, while 38 percent report that attending a ticketed event is the primary purpose of their trip. From major music festivals and sold-out stadium tours to marquee sporting events and immersive cultural experiences, Americans are prioritizing meaningful moments and memory-making travel more than ever, according to this year’s survey.
Sporting events, such as this year’s FIFA World Cup, remain especially popular, with 38 percent of travelers planning trips around sports events or tournaments. Another 38 percent are seeking more immersive experiences through cruises and expeditions, while 36 percent are choosing hobby- or sport-based travel. More than 30 percent say they are planning to attend a spa or wellness retreat.
“Travelers today are looking for more than just time away; they’re seeking experiences that feel meaningful, memorable and worth investing in,” said Emily Hartman, general manager at Allianz Partners, a travel protection agency.
The U.S. survey also highlights how travelers are blending experiences with flexibility and lifestyle goals. More than one-quarter of Americans plan to extend trips to combine work and leisure, while 28 percent expect to work remotely for several weeks while traveling and 23 percent aspire to longer-term digital nomad lifestyles. At the same time, 35 percent of travelers say they are investing more in luxury travel experiences this year, including 44 percent of travelers younger than 35.
The report noted that despite ongoing economic pressures, Americans are proving that travel remains more than a luxury—it is a deeply personal priority tied to connection, self-expression and shared experiences. The report added that the trend reflects a broader shift toward purpose-driven travel, with travelers seeking trips that feel emotionally meaningful and culturally relevant, making the experience itself just as important as the destination.
