- TakeUp: Spring travel shifts challenge independent lodging operators.
- Independents must align with guest intent through positioning and pricing.
- 28 percent plan to drive more amid changing transportation choices.
TRAVEL DEMAND IS not declining this spring but shifting, with higher price sensitivity creating challenges for independent lodging operators, according to a TakeUp report. Budget travelers are reducing spending, while luxury travelers are increasing it.
TakeUp’s “State of Travel Demand 2026” report, based on a survey of 300 U.S. travelers with Pollfish, shows overall travel intent is stable but varies by income and trip purpose.
“When spending decreases, trips are shortened rather than canceled. When spending increases, it goes toward specific experiences,” the report said.
This is a year that will reward precision, said Bobby Marhamat, TakeUp’s CEO.
“The difference between capturing demand and losing it might come down to a 10 to 20 percent tolerance band, or recognizing that a special occasion trip behaves differently than a weekend getaway,” he said.
The report said independent operators must align with guest intent through clear positioning, targeted marketing and context-driven pricing.
About 56 percent of respondents expect to travel the same as in 2025, 28 percent plan to travel more and 13 percent less, the report found. Also, 76 percent anticipate taking multiple overnight leisure trips this year.
Overall, 39 percent of respondents expect to increase leisure travel spending, compared with 9 percent who expect to spend less. Among luxury travelers, 79 percent plan to spend more, while 20 percent of budget travelers plan to spend less.
Among those increasing per-trip spending, 49 percent said they would use the extra funds on specific activities or experiences. Those reducing spending are adjusting trip length to control costs.
Traveler behavior is shifting in response to pricing. About 42 percent reported higher sensitivity to accommodation costs compared with last year. Instead of canceling trips, 43 percent would switch property types and 31 percent would shorten their stay if prices rise.
Transportation choices are changing: 28 percent plan to drive more due to economic conditions, while 13 percent expect to fly more.
Kourtney Thomas, TakeUp’s head of customer success, said the report shows travel demand in 2026 is splitting rather than shrinking, so the opportunity is not in chasing every traveler.
“Some guests are expanding their travel plans, while others are becoming more price-conscious,” she said. “Hotels need a clear read on demand, price sensitivity and booking behavior to make smarter pricing decisions.”
A December survey by Marriott International found 91 percent of Americans plan to travel in 2026, with 49 percent planning to travel more than in 2025. About 67 percent said they will prioritize travel over material purchases.
