The Rise Of ‘Repeat Traveling’: 1 in 3 Americans Stick To Familiar Vacation Spots Where They Feel Like ‘Locals’

Americans may dream of far-flung adventures, but many are finding happiness in familiar places: a new survey shows that nearly one in three travelers regularly returns to the same vacation destination year after year, treating it almost like a second home.

The survey of 2,000 Americans, conducted by Talker Research on behalf of Apple Vacations, reveals a strong pull toward “repeat traveling.” About 30% of respondents said they go back to the same spot annually, and 65% of these loyal visitors said the bond they feel with their chosen place is so strong they consider themselves “locals.”

The survey found clear divides in travel styles. More than a third of beachgoers (35%) and a fifth of theme park travelers (20%) identify as repeat visitors, while road trippers were more likely to seek novelty. For some, returning is about more than scenery; its the reassurance of knowing what to expect.

“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.”

A slim majority of travelers said they balance old and new — 54% split their vacations between familiar places and fresh explorations. Still, a quarter (25%) lean heavily toward loyalty, with 10% “always” returning to the same spot and another 15% “often” doing so. On average, repeat travelers have been back to the same place about five times.

The reasons vary but familiarity and comfort top the list at 52%, followed closely by scenery, traditions with family or friends, and local food culture (40% each). Cost is also a factor: travelers spend less on repeat visits, averaging $1,854 compared to $2,016 for trips to new places. Nearly seven in 10 admitted they spend more when exploring unfamiliar destinations.

Nostalgia plays a role, too. Nearly half of parents (49%) said theyve taken their kids to destinations that mattered to them growing up, with many hoping to recreate memories or share beloved traditions.

Looking ahead, more than half of Americans (54%) expect to revisit a familiar place in the coming year. If given the chance to return to a childhood favorite, top picks included beaches (26%), theme parks (15%), and family-connected locations (11%).

“Whats 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,” said Michael Lowery, Head of Global Consumer Brands at Apple Vacations. “Maybe its 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.”