As Americans begin to embark on their summer vacations, a new travel trend has people seeking ‘quaint’ destinations, with Priceline’s 2025 report identifying ‘townsizing’ as a growing movement. The report highlights that Americans are seeking simplicity and will travel to find it, opting for quaint, comfy respites in America’s small towns. While boomers are most likely to feel that small towns are more relaxing, Gen Z is ‘townsizing’ as a way to indulge in the charming, quaint moments depicted in their most comforting movies.
Destinations such as Old Saybrook, Connecticut; North Wildwood, New Jersey; and Cape Cod in Massachusetts are examples of quieter towns that encompass the coastal charm found in many of Nancy Meyers’ films. Travel adviser Amy Thomasson from Travelmation notes that the trend is becoming popular, particularly with clients seeking easy weekend getaways. She says these travelers are looking for places they can easily drive to with good hotel options and fun things to do, preferring to go off the beaten path without the hassle of flying. The trend allows travelers to save money and enjoy a more relaxed vacation pace.
Thomasson adds that the trend is appealing not only for its convenience but also for the ability to create personal memories in a new and exciting location. She believes that this approach to travel is resonating with a generation that values experiences over traditional vacation activities. The report also mentions that 67% of Gen Z are more likely to see a vacation as an opportunity to live out their small-town fantasies, reflecting a broader cultural shift toward seeking comfort and simplicity in travel destinations.