by Mia Taylor
Last updated: 4:55 PM ET, Thu March 27, 2025
Every year brings new travel trends, and 2025 is no different.
As January rolled around, we learned about the rise of astrotourism (and its closely related offshoot noctourism), calmcations, and even coolcations.
And just in case you haven’t had your fill of travel trends with fun monikers, we’ve got another new one for you: Dealcations.
The latest development in travel was unearthed by the cash-back platform Rakuten in partnership with Harris Poll. At Rakuten's behest, Harris Poll conducted a survey earlier this month involving 2,059 U.S. adults.
The results of that effort showed that more than half (56 percent) of travelers are planning a “Dealcation” this summer.
What does that mean exactly? According to Rakuten, travelers are increasingly selecting destinations and experiences based on how much money can be saved and the ability to use cash-back rewards to help pay for the trip.
“We’re seeing a growing trend of travelers getting creative with how they fund their dream vacations,” Rakuten spokesperson Whitney Standring-Trueblood told TravelPulse. “With more than half of consumers planning a ‘Dealcation’ this summer, it’s clear that savvy spending is becoming a key part of travel planning.”
Moreover, it seems patience is key to Dealcations, according to the survey data: Nearly 80 percent of millennials will hold off on booking until they find the right deal.
Some of the additional data provided by the survey
- More than half (56 percent) of consumers are leaning towards “dealcations” this summer – including 70 percent of millennials.
- Nearly half of all respondents (44 percent) will be spending more on summer vacation travel this year compared to last year.
- More than half of millennials (56 percent) plan to spend more on summer vacations this year, but the majority of them are waiting for the best deals (79 percent)
“This summer, we’re seeing a mix of travel mindsets,” Standring-Trueblood said of the data. “While nearly half of consumers plan to spend more on their vacations, many are taking a strategic approach by waiting for the best deals."
And one last notable takeaway from the Rakuten study: It seems even affluent travelers are jumping on the dealcation bandwagon.
The survey data found that over half (58 percent) of respondents earning more than $100,000 a year say they, too, will be relying on cash back and rewards accumulated through spending to fund an upcoming summer vacation or similar.
“Even higher-income households are prioritizing value,” said Standring-Trueblood. “This shift shows that regardless of income, savvy shoppers are always looking for ways to get the most out of their spending.”
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