The data: US consumers continue to prioritize travel, even as they pull back elsewhere.

• Nearly 4 in 5 US consumers (79%) expect to take at least one trip this summer, per Priceline's 2026 State of Summer Travel Report, based on a March 2026 Wakefield Research survey of 2,500 US adults.
• And 73% say they will do whatever it takes to make a trip happen—even though 84% say they’re paying more and getting less.
• Those findings align with a July 2026 survey from the American Hotel & Lodging Association, which found 56% of US adults plan a summer trip despite 57% saying travel costs more than it did last year.

Why this matters: Travelers are cutting back in other areas before halting trip plans.

• 83% of consumers ages 21 and older say they would give up alcohol before skipping a summer vacation, and 45% would give up dining out, per Priceline.
• Travelers also say they would rather reduce spending on shopping (43%) and entertainment (26%) before cutting back on hotel stays (24%), per AHLA.

The data demonstrates how the pandemic reshaped priorities, with more consumers putting a premium on experiences. US digital travel sales rose 35% between 2019 and 2023, a period shaped by the pandemic collapse and subsequent rebound. While we don't expect that pace of rebound to repeat, we expect steady growth to continue, starting with roughly 5% this year and extending through 2030.

Implications for travel and hospitality marketers: Though travel demand remains resilient, consumers have responded to growing cost pressures by taking shorter trips, traveling off-peak, or seeking better value.

That creates an opportunity for marketers to lean into value through perks and amenities—such as free breakfast, bundled experiences, and loyalty benefits—to win share.

Younger consumers highlight both the challenge and the opportunity. A third of Gen Z travelers (33%) say they need significantly more money to travel this year than last year, per a recent MoneyLion survey. At the same time, 28% plan to spend $5,000 or more on summer travel, the highest of any generation, per Priceline. Those results show that even as budgets tighten, demand is holding up.