Rising Costs Drive U.S. Summer Travel to Six-Year Low, Deloitte Survey Finds :: Hospitality Trends

Survey Overview and Key Findings

Deloitte’s 2026 Summer Travel Survey, conducted among 4,003 Americans between April 2 and April 9, 2026, indicates that only 45% of Americans plan to take a summer vacation that includes paid lodging. This is the lowest figure reported in the past six years. The main reasons cited by non-travelers are the high cost of travel (32%) and an inability to afford it (35%). Despite the decline in overall travel intent, those who plan to travel expect to spend an average of $4,069 on their longest summer trip, a 17% increase from the previous year.

Travel Spending and Budget Increases

Among surveyed travelers, about one in four plan to significantly increase their trip budgets, up five percentage points from 2025. This increase is primarily attributed to higher airline and lodging prices. Travelers are not reducing the number of trips or trip duration; the average number of summer trips remains at 3.1, consistent with last year. Gen Z travelers expect to take 3.4 trips (up 19% from 2025), while millennials plan for 3.3 trips (up 5%).

Budget increases are directed toward enhanced experiences, with 40% of travelers planning longer trips. There is also a rise in travelers upgrading airfare class (23% in 2026 vs. 20% in 2025), selecting better lodging locations (29% vs. 25%), or choosing more luxurious accommodations (26% vs. 24%).

Impact of Financial Pressures and Demographics

Financial pressure remains the leading reason for not traveling. While general financial concerns have slightly decreased (35% in 2026 vs. 38% in 2025), the proportion citing travel costs as too high has increased (32% in 2026 vs. 30% in 2025). Concerns about travel disruption and safety have also risen, though they remain less common reasons for not traveling.

Most Americans (82%) report that everyday expenses impact their ability to spend on travel, with those earning less than $100,000 per year more likely to report significant effects. Travel incidence has declined across all income groups, most notably among households earning less than $100,000 annually (down 8 percentage points year-over-year), compared to a 4-point decrease among middle- and high-income earners.

Younger travelers are shaping new trends. Millennials represent nearly a third of travelers (31% in 2026 vs. 29% in 2025). Gen Z and millennials are more likely to use short-form video platforms and generative AI for travel planning. GenAI adoption for trip planning increased to 25% in 2026 from 15% in 2025, with 36% of millennials planning to use the technology.

Travel Patterns and Preferences

The average length of summer trips is slightly up, with 38% of trips planned for three nights or fewer (down from 41% last year). However, the share of travelers planning their longest trip for a week or more has declined to 42% (from 45% in 2025). Most travelers (77%) expect their longest trip to occur before the end of August, but trips after Labor Day are increasing, rising from 12% in 2022 to 20% in 2026.

Intent to stay in paid lodging remains steady, with 81% planning at least one hotel stay (up from 80% in 2025) and 29% expecting to use private rentals (up from 25%). The percentage of travelers staying with friends or family has decreased slightly (37% in 2026 vs. 39% in 2025). Road trip plans have also declined, with 66% planning a road trip compared to 71% last year.

Air Travel and Accommodation Choices

Among those planning to fly, 61% expect to take a domestic flight (up from 58% in 2025), and 32% plan to fly internationally (up from 27%). Price has become less important in airline selection (60% in 2026 vs. 65% in 2025), while reliability has become more important (51% vs. 44%). Price sensitivity for lodging has also declined (52% in 2026 vs. 55% in 2025).

Higher-income travelers are showing increased interest in full-service hotels (59% in 2026 vs. 54% in 2025) and destination resorts (23% vs. 14%). The proportion of travelers booking trips in advance has decreased, with only 35% of marquee trips fully booked, down from 39% last year. Middle-income earners show the largest decline in advance bookings.

Loyalty Programs and Technology Use

A majority of travelers (78%) are members of at least one travel provider loyalty program, with hotel programs (55%) and airline programs (51%) being the most common. Younger generations are more likely to use technology for planning and to work during trips. One-third (34%) of travelers plan to work during their longest summer trip, up from 23% in 2025. Among millennials, 57% plan to work during their trip.

International and Luxury Travel Trends

Luxury travel intent is highest among Gen Z (38%) and millennials (40%). International travel is also increasing, with Europe being the most popular destination (45%). Within North America, travel to Canada has increased by four percentage points. Higher-income travelers are prioritizing service and amenities, with increased interest in full-service hotels and destination resorts.

Conclusion

Deloitte’s survey shows that while fewer Americans are planning summer travel due to rising costs, those who do plan to travel are increasing their spending and seeking enhanced experiences. Younger travelers are driving changes in travel planning and preferences, including greater use of technology and a higher likelihood of working remotely during trips. The travel industry is seeing shifts in booking patterns, accommodation choices, and international travel intent as a result of these trends.