Subaru of America Inc. announced new proprietary data revealing just how central family pets have become to Americans’ holiday travel plans. Subaru owners have long championed the pet community through the Subaru Loves Pets initiative, and new research shows that pet owners nationwide are increasingly prioritizing their animal companions when planning upcoming trips, company officials said in a press release.
According to the new survey, conducted by Talker Research among 2,000 U.S. drivers and pet owners, about three in four (73%) said they are more likely to take a road trip than fly, specifically so they can bring their pet along. As the holidays approach, more than two-thirds (68%) said their pet will affect their travel plans this year, and nearly half (45%) have turned down travel opportunities that couldn’t accommodate their pet.
“Holidays are meant for spending time with family, including our pets, so it’s no surprise that as people take the time to visit loved ones near and far, pets are factored into the planning,” said Christina Valente, Love Promise community commitment manager at Subaru of America. “We’ve always known that animals hold a special place in the hearts and homes of the Subaru community, and this research shows that same connection is shared by pet parents across the country.”
How Pets Are Changing Holiday Travel Plans
Pets are increasingly affecting travel plans. Here are some highlights from the survey:
- Change of plans: More than one in four pet owners may change their plan because of their pet, whether that means hosting instead of traveling (10%), shortening or simplifying a trip to care for their pet (10%) or skipping certain gatherings if their pet can’t join (8%).
- Homeward bound: Among pet owners who have traveled with their animals, Gen Z and millennials are more likely to have brought their pet home for the holidays than Gen X and boomers (35% compared with 22%).
- Taking the long road: Nearly half (45%) start planning a pet-friendly long weekend at least three weeks in advance, and 24% start more than a month out.
Vehicle Features Pet Owners Prioritize on the Road
When pets join their families on the road, companionship and comfort take priority for drivers, according to the survey.
- Passenger preference: When it comes to preferred driving partners, over half (51%) say they prefer traveling with a pet to traveling with a human.
- Room to roam: Plenty of room between pets, passengers and luggage tops the list of features pet owners say matter when traveling with an animal (32%).
- In the rearview: Good visibility to see their pet follows closely behind (29%), while 27% prioritize easy-to-clean seats and cargo areas.
- Packing up: More than one in four (26%) prioritize cargo space for crates, carriers, beds or gear. Among hybrid and EV drivers, that climbs to 35%.
“For many pet owners, bringing their dog, cat or other animal family members along is an essential part of holiday travel,” said Trevor Maki, national product training manager at Subaru of America. “Room to move, clear sightlines and easy-to-clean surfaces make all the difference. We recommend making sure you have the right accessories for your vehicle and your pet, so everyone stays safe and comfortable on the road.”
Gen Z & Millennials Lead the Pet Road Trip Trend
Younger generations are more likely to plan around their pets, bring them along and consider more trips in the future, according to the survey.
- Road trip regulars: 75% of Gen Z and 70% of millennials have brought their pet on a road trip in the past five years, compared with 58% of Gen X and 40% of baby boomers.
- Pet-first plans: Younger pet owners are also more likely to say they plan travel around their pet, with 42% of Gen Z and millennials doing so compared with 27% of Gen X and boomers.
- Ready to roll: Among pet owners who haven’t yet road-tripped with their pet, 74% of Gen Z and millennials would consider it, compared with 54% of Gen X and boomers.
Talker Research surveyed 2,000 U.S. adults who drive and own cats and/or dogs. The online survey was commissioned by Subaru and conducted July 13–17, 2026.