Summary:
- Around 91 percent of Americans plan to travel in 2026, according to Marriott.
- 49 percent plan to travel more than in 2025.
- The survey shows a shift from material purchases to experiences.
APPROXIMATELY 91 PERCENT of Americans plan to travel in 2026, with nearly half, 49 percent, aiming to travel more than in 2025, according to a Marriott International survey. Around 67 percent say they will prioritize experiences such as travel over material purchases in 2026.
The Marriott Bonvoy survey reflected a cultural trend toward meaningful experiences.
“Many Americans are heading into the new year wanting to travel more than they did this past year, fueled by a desire for deeper connection, new discoveries and meaningful experiences,” said Mandy Gill, Marriott’s managing vice president of brands, marketing and digital, U.S. and Canada. “Marriott Bonvoy is uniquely positioned to help bring those plans to life.”
The Harris Poll conducted this survey online in the U.S. on behalf of Marriott Bonvoy from Nov. 18 to 20, among 2,090 adults aged 18 and older, including 1,049 hotel loyalty program members.
Chasing deeper connections
More than half of Americans, 55 percent, plan to spend more time with loved ones for their 2026 travel goals and around 46 percent look forward to trying new dining experiences, the report said. Carving out time to rest is also a priority, with 57 percent saying it is the main benefit they gain from travel. Domestic road trips and local weekend getaways, preferred by 44 percent each, top 2026 travel wish lists.
The survey shows hotel loyalty programs help travelers achieve their travel plans. More than half of Americans, 52 percent, are enrolled in at least one program, which may be key to reaching their travel goals.
Nearly half of Americans, 49 percent, cite saving money on travel as a key benefit of hotel loyalty programs and 80 percent say the programs make it easier to achieve travel plans through perks such as free stays and upgrades, the report said. Millennials aged 29 to 44 show strong commitment to travel, with 70 percent saying they would rather give up dining out for six months than skip a vacation.
Meanwhile, Marriott Bonvoy is launching the New Year’s Eve Sweepstakes to help travelers turn resolutions into reservations, awarding 1 million points to five members.
A new Amadeus report indicated that travel in 2026 will feel almost sci-fi, as advances in AI, aircraft and hotel technology reshape the industry. Expect virtual reality-enabled hotel rooms, sound-controlled workspaces and improved options for traveling with pets.
