Ever wondered why some people keep heading back to the same sunny beach or cozy mountain town year after year? A fresh survey reveals that one in three Americans loves “repeat traveling,” sticking to their go-to vacation spots instead of chasing new adventures.
The study, which polled 2,000 American travelers, uncovers a big shift in vacation habits. About 30% of folks treat their favorite destination like a second home, returning annually for that reliable comfort. Even better, 65% of these repeat visitors say they feel like true locals, building deep ties to the community and the place itself.
But not everyone’s on board with the routine. The survey highlights a split: Beach lovers lead the pack at 35% who revisit, while theme park fans come in at 20%. Road trippers, however, prefer fresh routes, with just 26% repeating spots. “Travelers know exactly what awaits them,” explains Dana Studebaker, vice president of marketing at Apple Vacations. “It’s like the peace of mind from an all-inclusive resort—familiar dinners, top amenities, and that guaranteed special vibe every time.”
Most people (54%) mix it up, blending return trips with new explorations. A solid 25% stay loyal, though—10% always go back to the same place, and 15% do it often. On average, dedicated repeat travelers have visited their spot about five times, showing how these bonds last.
What draws people back? Comfort and familiarity top the list at 52%. Stunning scenery, family traditions, and amazing local food each pull in 40%. For many, it’s also practical: 39% cite affordability, and 35% love the easy planning. Plus, repeat trips save money—Americans spend an average of $1,854 on familiar getaways, compared to $2,016 for uncharted ones. Nearly 70% agree they shell out more for new destinations.
Nostalgia plays a huge role too, especially for families. Almost half of parents (49%) take their kids to spots that meant a lot to them growing up. Of those, 39% want their children to enjoy it just as much, and 37% aim to relive fond memories.
Looking ahead, travel trends point to more of the same. Over half (54%) plan to revisit a familiar destination next year. If they could pick one childhood spot to return to, beaches win at 26%, followed by theme parks (15%) and family-linked cities (11%).
“Returning to these places isn’t just a passing fad—it’s how we build lasting memories,” says Michael Lowery, head of global consumer brands at Apple Vacations. “Think parents sharing their honeymoon Caribbean resort with the kids, or families gathering at grandma’s old haunt. Each visit adds layers to the tradition.”
The survey came from Talker Research, commissioned by Apple Vacations. It ran online from August 21 to 25, 2025, with 2,000 U.S. participants.
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