Overview of the 2026 State of Summer Travel Report
Priceline’s inaugural 2026 State of Summer Travel Report, based on a March 2026 survey of 2,500 U.S. adults, reveals that Americans remain committed to summer travel despite economic challenges. The report examines consumer attitudes, generational differences, spending habits, and the growing use of artificial intelligence (AI) in travel planning.
Travel Remains a Priority Despite Financial Strain
According to the report, 44% of Americans feel that a summer vacation is out of reach this year, yet 73% say they will do whatever it takes to make a trip happen. Additionally, 79% expect to take at least one trip during the summer. The survey indicates that Americans are planning longer vacations, with more people scheduling trips of four days or more compared to last year. For many, travel is seen as essential, with 68% stating that summer would not feel complete without a vacation.
However, the report highlights significant affordability concerns. Eighty-four percent of respondents believe they are paying more and receiving less value for their travel spending, and 55% find travel less affordable than in the previous year. The data points to a polarized travel economy, with more Americans opting for budget trips, fewer in the middle spending range, and steady spending among higher-income travelers.
Cuts to Daily Spending to Afford Travel
To fund their summer trips, more than one-third of Americans have already reduced everyday expenses. Among adults aged 21 and over, 83% would give up alcohol before foregoing vacation, 45% would stop dining out, and 20% would even give up sex to afford travel. These findings suggest that for many, travel remains a top priority over other discretionary spending.
Families and Millennials Face Greater Pressure
The financial strain is particularly pronounced for parents and Millennials. Parents are 34% more likely than non-parents to have cut daily expenses to afford summer travel, with 89% still planning to travel this summer. Nearly a quarter of parents have had to cancel or significantly alter vacation plans due to rising costs, compared to 16% of non-parents.
Millennials report the highest levels of concern about affordability, with 36% saying that trips that once seemed attainable now feel like a luxury. Despite this, 28% of Millennials plan to spend $5,000 or more on summer travel, the highest percentage among all generations surveyed.
Regret Over Cost-Cutting Decisions
The report notes that 69% of Americans have made travel cost-cutting decisions they later regretted. These include staying with friends or family instead of booking a hotel (20%), driving instead of flying (20%), taking shorter trips (19%), and booking flights with multiple stops (19%). Many respondents are considering similar compromises for this summer.
Challenges in Finding Travel Deals and the Role of AI
Planning a vacation is viewed as exhausting by 81% of Americans, with 43% citing the search for deals as a major source of frustration. Sixty-five percent believe that finding an exceptional deal is nearly impossible, yet 85% say that securing a good deal is as satisfying as the vacation itself.
Half of Americans plan to use AI tools to find better travel deals this year, with higher adoption rates among Millennials (69%) and Gen Z (62%). The report notes that those facing the greatest financial pressure are most likely to turn to AI for assistance in planning and booking trips.
Key Statistics from the Report
– 79% plan to take at least one trip this summer
– 73% will do whatever it takes to travel
– 44% feel a summer vacation is out of reach
– 84% believe they are paying more and getting less
– 69% regret past cost-cutting travel decisions
– 50% plan to use AI tools for travel planning
