Tariffs Are Taking a Toll on Summer Travel

Summer vacation is supposed to be carefree. But for many U.S. consumers in 2025, trip planning feels more like balancing a budget spreadsheet than choosing between beach or mountains. With tariffs and economic uncertainty piling on, vacation travel is hitting some unexpected turbulence.

Exclusive data from Wunderkind’s June U.S. Tariff Consumer Survey, reveals that merely 39% of consumers say their travel plans haven’t changed, with 61% reporting that they’re traveling less because of rising costs. That’s more than half your audience who’s rethinking their getaways—and that’s a wake-up call for travel brands.

But here’s the good news: when budgets tighten, intentionality rises. This is a golden opportunity for smart marketers to stand out, win trust, and guide travelers from wanderlust to booking. We dove into the latest survey data and paired it with proven tactics to give you the game plan.

The Tariff Effect: Why Travel Feels Pricier Than Ever

It’s not your imagination, prices are up across the board. Consumers overwhelmingly cited major price hikes in categories that touch vacation planning: groceries (72%), electronics (42%), appliances (32%), and apparel (37%). These aren’t just cost-of-living headaches. They’re vacation disruptors.

Add in tariffs on imported goods, and over half (53%) of U.S. consumers believe they’re the ones paying the price, not travel brands or retailers. That means they’re making tradeoffs, cutting trips short, booking later, or skipping them altogether.

In fact, 42% of survey respondents said economic uncertainty has made them “travel much less,” and another 19% are trimming plans slightly. Translation: even committed vacationers are second-guessing those upgrades, splurges, and spontaneous escapes.

Clicks, Caution and Changing Travel Behaviors

The pinch on wallets is reshaping how consumers shop for travel too. Here’s how:

– 40% now visit more websites before making a booking decision

– 24% use browser extensions or apps to track deals

– 17% are relying more on reviews, blogs, and comparison sites

– 26% admit to “abandoning bookings” on purpose, hoping brands will send them a deal later

Savvy? Definitely. Squeezing every ounce of value? You bet. But these behaviors scream opportunity for travel brands that can respond in real time with the right message, on the right channel.

Consumers Aren’t Anti-Travel—They’re Just Waiting for a Reason to Book

Even with belt-tightening in full effect, Americans aren’t giving up travel—they’re just changing how and when they book. Consumers are more intentional than ever, with 41% seeking out more discounts, 36% cutting back on non-essential items, and 34% prioritizing essentials. Only 14% say their shopping behavior hasn’t changed at all. When it comes to finding deals, email and text reign supreme: half of consumers prefer receiving personalized offers via email, and nearly one in three opt for text or text alerts.

Your Summer Vacation Marketing Toolkit: Tips That Actually Work

So how do you meet deal-savvy, budget-conscious travelers in the moment and convert their hesitations into bookings? Take a page from Wunderkind’s playbook:

1. Recognize More of Your Website Traffic

With up to 95% of website traffic remaining anonymous, many travel brands are missing their shot to remarket effectively. Wunderkind’s identity resolution recognizes consumers across devices and sessions, so even if they browse on mobile and book on desktop, they’re still in your funnel.

2. Trigger Behavior-Based Email & Text Campaigns

Standard “spray and pray” emails don’t cut it. Wunderkind travel clients are sending hyper-personalized messages based on actual user behavior, browse, click, booking events, and the ROI speaks for itself. Average email revenue per message jumps from $0.04 to $0.95 with Wunderkind.

3. Optimize for Cross-Device, Cross-Session Journeys

Vacations aren’t booked in a single session. Travelers compare, pause, revisit. Travel  brands that provide a cohesive experience across every touchpoint will stand out. Whether it’s an email on Tuesday, a retargeting text on Thursday, or a homepage reminder on Saturday—consistency wins.

4. Deliver Deal-Focused Value Propositions

Don’t just promote destinations—highlight what booking directly gets them: loyalty points, upgrades, flexible cancellations, even free gear or excursions. Make the value exchange crystal clear.

5. Lean Into First-Party Data

Ditch cookie dependency and prioritize opt-ins. Offer value in exchange for emails and phone numbers—think exclusive offers, early access, or personalized content. This is your direct line to re-engage when the traveler is ready.

Final Boarding Call: Travel Brands Can Still Win

Tariffs might be turning up the pressure on vacation budgets, but travel dreams aren’t canceled. They’re just waiting for a better deal, a smarter nudge, or a more personalized experience. As the data shows, consumers are still browsing. Still comparing. Still hoping for the right offer to land. Your job? Make sure it does.

Check out the full U.S. Tariffs: Consumer Impact Report, June 2025 report to learn how tariffs are transforming American travel habits in real time, uncovering which segments are most affected, how price sensitivity is reshaping loyalty, and what travel brands must do to earn trust and drive results in a value-driven market.