As the travel landscape evolves and the holiday rush winds down, a new consumer survey from Go City, released [Dec. 12, 2024], highlights the challenges frequent travelers face when planning trips for 2025. The world’s leading sightseeing and attraction pass brand, which polled 2,000 U.S. residents who travel at least three times per year, found that affordability and strategic planning remain top concerns.
According to the survey, 44% of frequent travelers say their biggest pain point is overspending, with lodging accommodations, transportation and meals ranking among the top areas where budgets can quickly spiral. More than half of respondents (51%) prioritize affordability when selecting a destination, while approximately 28% choose where to go based on deals such as below-market flights or packages.
These findings support Go City’s recent investment in a new Trip Planning tool that can help travelers streamline their itineraries. This platform aims to reduce both time and cost by providing custom-built suggestions based on duration, preferred attractions and location. On average, respondents spend [17 hours 42 minutes] planning each trip, including [3 hours 54 minutes] specifically on researching and booking experiences. Some travelers (16%) devote up to [21 hours] planning cultural outings and excursions alone.
“Tools like Go City’s Trip Planner not only simplify travel planning and optimize value, but they also ease budget concerns and reduce planning stress,” said Judy Gauthier, chief commercial officer at Go City, in a statement. “Travelers want to save on sights, discover more and plan with ease.”
While more than half of travelers still rely on search engines and online travel agencies, social media and online forums are emerging as influential trip-planning tools. Gen Z in particular is drawn to social media, with 51% using platforms for travel inspiration. However, only 15% of all respondents currently use artificial intelligence (AI)-powered travel tools, indicating potential opportunity for increased adoption as travelers become more comfortable with emerging technologies.
Generational sightseeing trends also point to affordability as a deterrent for local exploration. Many travelers avoid hometown attractions due to ticket costs, long lines and uncertainty about which sites are worthwhile. National parks, aquariums and even iconic destinations like the Statue of Liberty remain on many travelers’ wish lists.
Go City, which holds 60% of the global market share for sightseeing passes, offers various options to help travelers reduce their planning stress and costs, from all-inclusive passes with unlimited entries to customizable explorer passes valid over a 60-day period. Both passes can yield up to 50% savings compared with buying individual tickets.
For more information on Go City and its Trip Planning tool, visit www.gocity.com.
