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When Emily Brashier, an Edmond-based divorced mother of two at-home children, was planning her birthday trip, she wanted an epic adventure, but one that didn’t put a heavy strain on her finances.

After seeing inspirational videos on social media about the Portuguese island of Madeira, she knew she would have to spend more time than usual on the planning.

Americans spend nearly as much time planning their vacations as it takes to watch the entire “Lord of the Rings” trilogy, according to new research that highlights evolving travel planning behaviors across generations.

A comprehensive survey of 2,000 U.S. travelers reveals that the average American invests approximately 18 hours researching and booking their trips, with cost considerations driving many decisions in the planning process.

The October 2024 study, conducted by Talker Research, found that financial concerns dominate travel planning, with 51% of respondents selecting destinations primarily based on price point. When a trip deal surfaced to Madeira that included airfare, rental cars and accommodations included, Brashier said the cost was too good to pass up.

However, budget was still a concern for her and the 44% of survey participants who expressed anxiety about potential overspending during their travels.

“I do worry about overspending because my budget is tight,” said Brashier. “I’m looking for places with natural beauty to get out and explore without having to pay for admission or guides whenever possible. Occasional splurges can enhance the experience though. I splurged on a hiking guide in Madeira, and it was totally worth it.”

The research identifies accommodation (21%), transportation (20%), and food as the top three areas where travelers fear budget overruns. Beyond financial concerns, travelers report significant stress around packing (26%), general planning (23%), and potential travel disruptions (21%).

“I think stress is probably the strong word, but when you’re traveling to a climate that’s different from the one where you live, packing does take some effort,” said Holley Mangham of Oklahoma City, who recently traveled with a friend to Germany and Austria for the Christmas Markets. “That plays into the research. You have to consider what types of shoes to wear  in Germany and Austria to the Christmas markets in November and December. What kind of coat am I going to wear, and how am I going to pack all of that?”

Digital tools reshape planning

The digital landscape continues to transform how Americans research and book travel, with 60% utilizing search engines and 54% turning to online travel agency websites. Perhaps more notably, social media platforms, particularly Instagram, now influence one-third of Americans’ travel decisions.

Brashier’s own experience reflects this trend.

“Social media definitely inspires me to want to see new places,” she said. “The hiking videos I saw of Madeira skyrocketed it to the top of my bucket list, and it certainly delivered on my expectations. Without seeing those Reels, I wouldn’t have known where to start.”

The research suggests that travel planning intensity varies significantly based on destination type and purpose. Some trips require less planning while other trips can become quite complicated.

“It depends on the nature of our trip,” Brashier said. “When we are going to a beach, there is generally very little planning because our plans revolve around beach time.While simpler trips work well when traveling with children, I planned a few activities on our Branson trip that were a big hit and didn’t require too much planning time.”

The study also found that researching and booking local experiences, attractions and cultural events consumes the largest portion (22%) of travel planning time. This focus on experiential elements reflects a broader trend toward seeking authentic, meaningful travel experiences, albeit within budget constraints.

“I’m usually the trip planner when I go on trips, but my friend is also the trip planner, and she was the one who did the bulk of the planning,” Mangham said.

“We have similar travel styles, and similar things that we wanted to do. She went in and researched restaurants where we could eat, and we had reservations for dinner every single night. We didn’t spend a bunch of time just standing around like, ‘OK, well, what sounds good to you?’ We had our plans set months in advance, and that helped.”

As Americans navigate the evolving landscape of travel planning in 2025, the traditional challenges of time and money remain top priorities. Whether scrolling through Instagram Reels for inspiration or spending 18 hours meticulously planning an itinerary, travelers continue to face a delicate balancing act between their wanderlust and their wallets.