A recent PwC survey of over 2,000 US adults indicates that the 2026 summer travel season is set to be active, with 71% of respondents planning to spend the same amount or more on travel than last year. Memorial Day weekend marks the beginning of the season for many, and early bookings suggest that Americans are eager to travel. The data highlights generational differences in travel habits, spending priorities, and the growing influence of artificial intelligence (AI) in both travel planning and general shopping.
Memorial Day as a Spending Indicator
Memorial Day weekend serves as a key indicator for summer travel trends. According to the survey, 34% of adults plan to travel over the holiday, with an average expected spend of $898 per traveler. Younger generations are leading this trend: 49% of Gen Z and 43% of millennials plan to travel during Memorial Day, compared to lower rates among Gen X and baby boomers. Many travelers have already planned and budgeted for multiple trips throughout the summer.
Gen X, while less likely to travel during Memorial Day, tends to focus on fewer but higher-value trips later in the season, emphasizing comfort and experience over frequency.
Summer Travel Budgets and Spending Patterns
On average, Americans expect to spend over $2,800 per adult on summer travel. The largest portions of these budgets are allocated to transportation ($699), hotels ($605), and food and dining ($400). Spending on nontraditional lodging, such as vacation rentals, is lower at $217, which may benefit the hotel industry. Travel spending closely aligns with household income, affecting both the frequency and scale of trips.
Budget Strategies Amid Rising Costs
Not all Americans are increasing their travel budgets. About 24% of respondents plan to spend less on travel this summer, mainly due to higher everyday expenses and a focus on saving or paying down debt. However, most are adjusting rather than canceling plans. Common strategies include taking shorter trips (45%), reducing spending on dining out (44%), and traveling closer to home (42%). Only 18% intend to skip trips entirely. Gen Z is more likely to choose less expensive accommodations, while millennials prefer booking early to secure discounts.
Sports Events and Related Spending
The upcoming international soccer championship in North America is expected to attract significant consumer interest. Fifty-nine percent of survey respondents plan to watch or follow the event, including 81% of Gen Z and 71% of millennials. Eleven percent plan to attend a game in person, with average spending estimates of $379 on tickets, $328 on travel, and $311 on hotels. Additionally, 58% of respondents plan to participate in gambling or prediction markets during the tournament, with millennials being the most active group.
AI’s Role in Travel and Shopping
AI tools are becoming a regular part of travel research and booking. Forty-five percent of those surveyed are familiar with AI travel agents, with higher familiarity among Gen Z (55%) and millennials (60%). Many use AI to compare prices (44%), research destinations (42%), and book trips (33%). AI is also widely used in shopping, with 48% of respondents using it for general product research, price comparisons, and finding new brands. Those planning to spend more this summer are also more likely to rely on AI for their travel and shopping decisions.
Conclusion
The survey suggests that the 2026 summer travel season will be shaped by increased spending, especially among younger generations, and greater reliance on AI tools for planning and purchasing. Brands aiming to reach these consumers may benefit from focusing on AI-driven channels and early engagement as the summer progresses.
