- PwC: Younger Americans planning multiple summer trips.
- 71 percent of travelers to spend the same or more as last year.
- Technology plays a central role in planning and booking.
AMERICANS ARE PREPARING for the summer travel season, with younger travelers planning multiple trips and using AI tools to research and book vacations, according to PricewaterhouseCoopers. Memorial Day weekend is shaping early-season demand.
PwC’s “US Consumer Poll on Summer Spending” found that 71 percent of US adults plan to spend the same or more on summer travel than last year. About 34 percent plan to travel over Memorial Day weekend and expect to spend an average of $898.
Younger consumers are driving early momentum, with 49 percent of Gen Z and 43 percent of millennials planning a Memorial Day trip, outpacing older groups, the report said. Many are booking early and planning multiple trips over the summer, pointing to more frequent but smaller travel patterns.
Across the season, Americans expect to spend more than $2,800 per adult on travel. Transportation averages $699, hotels $605 and food and dining $400. Spending on alternative lodging such as vacation rentals is $217, which may benefit hotels.
New survey data shows steady summer 2026 spending, while cost pressures continue to shape travel decisions across income and age groups.
Split spending outlook
About 24 percent of respondents plan to spend less on travel this summer than last year, citing higher everyday costs and a focus on saving and debt repayment, PwC said.
Rather than skipping travel, many consumers are adjusting how they travel. About 45 percent plan shorter trips, 44 percent plan to spend less on dining out and 42 percent will travel closer to home. Only 18 percent plan to delay or cancel trips, indicating demand is shifting rather than declining.
Gen Z travelers are more likely to downgrade accommodations to save money, while millennials are more likely to book earlier to secure lower prices. The result is a K-shaped travel pattern, with higher-income and more optimistic consumers continuing to spend while cost-sensitive groups adjust behavior but remain active.
AI reshapes planning
Technology is playing a central role in how consumers plan and book travel, the report said. About 45 percent of respondents say they are familiar with AI agents for travel booking, rising to 55 percent among Gen Z and 60 percent among millennials. Overall, 44 percent say they use AI tools to compare prices and find discounts, while 42 percent use them to research destinations. About one-third use AI agents or bots to book parts of their trips.
Nearly half of respondents, 48 percent, say they use AI tools for shopping, with one in four using them for product research and 22 percent for price comparisons. Among sports fans, 35 percent say they use or plan to use AI to research tournaments and 17 percent have used it to inform betting decisions.
Sports engagement is expected to add seasonal spending. About 59 percent of Americans plan to follow a major international soccer tournament this summer, including 81 percent of Gen Z and 71 percent of millennials.
About 11 percent plan to attend matches in person, spending an average of $379 on tickets, $328 on travel and $311 on hotels, the report showed. Meanwhile, 58 percent say they will participate in gambling or prediction markets, with 34 percent of those bettors planning to spend at least $250.
In January, PwC said the US lodging industry is recalibrating, with RevPAR growth projected at 0.9 percent in 2026. Average occupancy is expected to reach 62 percent, though inflation, supply growth and AI-driven changes in travel behavior and hotel operations continue to pose challenges.
