Americans Plan More Travel in 2026 as Demand Stays Strong

Nearly half of Americans expect to travel more next year, signaling sustained demand for leisure travel despite economic uncertainty. According to a new survey from Marriott Bonvoy, 91% of U.S. travelers plan to take at least one trip next year, with 49% saying they expect to travel more than they did in 2025.

The findings suggest that travel remains a top priority for consumers, even as households balance rising costs in other areas. Rather than cutting back, many travelers are shifting their spending toward experiences and personal well-being, choosing trips that offer relaxation, meaningful connections, and a break from everyday routines.

Experiential travel continues to outweigh material purchases for many Americans. The survey shows travelers are increasingly focused on creating lasting memories, whether through family trips, cultural experiences, or time spent reconnecting with friends and loved ones. This emphasis is influencing not only where people travel, but how they plan and book their trips.

Domestic travel remains especially popular. Road trips, short-haul flights, and local getaways are among the most common choices, reflecting a desire for convenience, flexibility, and value. Travelers are opting for destinations closer to home that allow them to maximize time away while minimizing stress and travel complexity.

Relaxation is another key driver shaping travel plans. Many respondents said they are intentionally carving out time to unwind, favoring destinations and accommodations that support rest and wellness. Hotels offering resort-style amenities, spa services, and flexible check-in and check-out options are benefiting from this trend.

Hotel loyalty programs are playing an increasingly important role in travel decision-making. Marriott Bonvoy members cited rewards, member-only rates, and personalized offers as major factors influencing how often they travel and which brands they choose. Loyalty points are also being used to offset rising travel costs, enabling travelers to extend trips or upgrade accommodations.

The survey highlights how brand trust and perceived value are shaping consumer behavior. Travelers are gravitating toward hotel brands that offer consistent experiences and tangible benefits, particularly as they plan more frequent trips throughout the year.

As Americans look ahead, the data suggests travel demand will remain resilient. With nearly half planning to increase their travel and the vast majority expecting to take at least one trip, the outlook for the travel industry remains positive. For hotels, destinations, and travel advisors, the focus will be on delivering meaningful experiences, flexible options, and strong loyalty value to capture this sustained enthusiasm for travel.

Related News: https://airguide.info/category/air-travel-business/airline-finance/

Sources: AirGuide Business airguide.info, bing.com