Why do we return to the same vacation spots again and again?

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

ARE YOU SOMEONE WHO LIKES TO RETURN TO THE SAME VACATION DESTINATION YEAR AFTER YEAR?

NEW RESEARCH FROM APPLE VACATIONS FOUND THAT ONE IN THREE AMERICANS SAYS THEY’RE EMBRACING ‘REPEAT TRAVELING,’ OPTING FOR THE COMFORT OF FAMILIARITY OVER THE EXCITEMENT OF NEW DESTINATIONS.

THE SURVEY OF 2,000 AMERICAN TRAVELERS CONDUCTED BY TALKER RESEARCH FOUND THAT REPEAT TRAVELERS NEED TO FEEL DEEP CONNECTIONS WITH THE LOCAL COMMUNITY. 

IN FACT, 65 PERCENT OF REPEAT VISITORS REPORT FEELING LIKE ‘LOCALS’ IN THEIR FAVORITE VACATION SPOTS.

INTERESTINGLY, THE SURVEY FOUND A CLEAR DIVIDE BETWEEN TRAVELERS WHO FAVOR FAMILIARITY AND THOSE WHO CHASE NOVELTY. 

THIRTY-FIVE PERCENT OF BEACHGOERS AND 20 PERCENT OF THEME PARK FAMILIES IDENTIFY AS REPEAT TRAVELERS, WHILE THOSE GOING ON ROAD TRIPS (26%) ARE MORE LIKELY TO SEEK OUT NEW DESTINATIONS.

SO HOW ABOUT YOU? REPEAT VISITOR OR SOMEWHERE NEW EVERY TIME? WE WANT TO HEAR FROM YOU!

Survey methodology:

Talker Research surveyed 2,000 Americans; the survey was commissioned by Apple Vacations and administered and conducted online by Talker Research between Aug. 21 - Aug. 25, 2025.

We are sourcing from a non-probability frame and the two main sources we use are:

• Traditional online access panels — where respondents opt-in to take part in online market research for an incentive
• Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in

Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.

Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.

Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.

Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:

• Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders
• Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text
• Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots
• Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once

It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.