U.S. Consumer Travel Report 2026

Summary

U.S. leisure travelers are stretched but committed, taking fewer trips while spending more on each as a resilient high-spending core and a larger cost-pressured group pull demand in different directions. Price has lost much of its influence over destination choice, with natural and cultural attractions now leading, while dynamic packages surged, paid lodging moved upmarket and blending work with leisure became the norm. AI is gaining ground faster in research than in booking, though AI assistants and AI-powered search have begun to capture a share of air, hotel and car rental bookings.

This report is based on an online survey fielded in September 2026 among leisure travelers in the U.S. who had taken at least one overnight leisure trip of at least 75 miles from home in the past 12 months and played an active role in planning and booking it. It examines how travelers research, choose and book trips, including the roles of online and offline resources, OTAs, AI, packages, loyalty and cost pressure in shaping travel behavior and future intent.