2026 Portrait of American Travelers (Fall)™

The findings reveal a resilient market in which Americans are protecting their vacations rather than abandoning them. Travellers expect to spend $5,655 on leisure travel over the next 12 months, close to the record high reached earlier in 2026, while anticipated trip volume has climbed to 3.9 vacations per year. At the same time, 35% are travelling during off-peak periods and 32% are reducing spending elsewhere in their lives to preserve their ability to take a vacation

What you will learn

• How leisure travel spending and trip intentions are evolving among American travellers
• How travellers define value through price, quality, convenience and meaningful experiences
• Why affordability, safety concerns and geopolitical uncertainty are influencing domestic and international travel decisions
• How travel demand, budgets and activity preferences differ by generation and household income
• Which U.S. states, cities, islands and national or state parks travellers most want to visit
• What motivates Americans to travel and which activities and experiences they are prioritising
• How travellers discover, research, plan and book domestic and international trips
• How AI tools such as ChatGPT and Gemini are changing travel inspiration and itinerary planning
• What the 2026 FIFA World Cup means for destination interest, vacation planning and demand for live sporting events
• Where travel advisors, curated recommendations and traditional booking channels remain most relevant

The study highlights an increasingly divided travel market. Boomers expect to spend $8,796 on travel over the next year, nearly four times the $2,195 anticipated by Gen Z travellers. The gap is equally pronounced by income: households earning $250,000 or more expect to spend over $12,000 and take more than five vacations annually, compared with $1,448 and three trips among those earning under $50,000.

Value is also extending beyond the lowest available price. While 64% choose domestic destinations because they are less expensive, travellers also associate value with quality time with family and friends, creating lasting memories and staying in quality accommodation. These findings demonstrate the importance of combining affordability with experiences that feel meaningful and worth the investment.

AI has now entered the mainstream travel journey, with 51% of leisure travellers using it for trip planning, an increase of 11 percentage points year over year. Adoption is highest among Gen Z travellers at 71% and households with children at 68%, while ChatGPT and Gemini are the most widely used platforms. However, only 4% rank AI among their first three planning steps, showing that trusted content, human guidance and curated recommendations remain critical in converting inspiration into bookings.

The report also explores destination demand, travel motivators and emerging opportunities across the wider leisure journey. Hawaii, Florida and California remain the most desired states, while Yellowstone, the Grand Canyon and Yosemite lead interest in national and state parks. International travel intent has stabilised at 31%, and significant undecided audiences remain across cruises and vacation packages, creating opportunities for organisations that can provide clearer guidance and curation.

With detailed insights spanning travel outlook, destination preferences, vacation activities, international travel and trip planning, this study helps travel organisations identify growth opportunities, sharpen audience segmentation and develop more relevant products, messaging and channel strategies for today’s value-conscious American traveller.

Ideal for: Destination marketing organisations, tourism boards, hotels and resorts, airlines, cruise lines, tour operators, travel advisors, attractions, sports and entertainment organisations, research teams, strategists and marketing professionals.