Americans are still eager to travel, but they’re getting pickier about where they go and how they spend their money, according to a new report from MMGY Global.
The 2026 Portrait of American Travelers, based on a survey of more than 4,300 U.S. adults, found that nearly half of respondents plan a leisure trip in the next three months. But the number of expected trips and the average travel budget have both softened compared to earlier this year.
Travelers now anticipate taking 3.5 trips in the next 12 months and spending about $5,570 on travel. That’s a more cautious outlook than earlier in the year, it notes. It doesn’t mean people are traveling less — they’re just being more deliberate about which destinations earn their time and money.
Value Now Means Experiences, Not Just Price
MMGY Global President Craig Compagnone said travelers aren’t simply deciding whether to take a vacation anymore. “Rather, which destination is most deserving of their time and discretionary income,” he said.
That shift is reshaping how destinations compete.
More than half of respondents — 55% — said they’re interested in trips tied to major events. The Route 66 Centennial and America’s 250th anniversary each drew interest from 29% of vacationers.
Sporting events also matter: 27% said they’d consider attending one while on vacation.
This is where the survey’s numbers get interesting. They aren’t just looking for a cheap flight or a bargain hotel. They want something to do — a reason to go that feels worth the expense. For destinations, that means the old playbook of advertising sunny beaches and discount packages might not cut it anymore.
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For the typical American vacationer, the decision now involves more mental math.
A family might skip a weekend trip to a familiar beach town if they can instead save up for a weeklong trip tied to a major anniversary celebration or a sporting event they care about. The destination that offers a clear, memorable experience has the edge.
AI Is Becoming a Regular Travel Planner
The use of artificial intelligence in trip planning is growing fast. It found that 52% of active leisure vacationers have used AI to help plan a trip — a jump of 10 percentage points from last year. Among those who use AI for travel, 57% turn to ChatGPT and 42% use Gemini.
That shift suggests people want more personalized and informed recommendations, not just generic lists of top attractions. AI tools let them ask specific questions about neighborhoods, local food, or hidden gems, and get answers tailored to their interests.
Not every city is benefiting from this more selective vacationer. Orlando saw a modest 3-percentage-point increase in traveler interest year over year. But other destinations lost ground. Palm Springs, Raleigh/Durham, and St. Petersburg/Clearwater each saw a 3- to 5-percentage-point drop in consideration.
What Destinations Need to Do Now
The study makes clear that destinations can no longer rely on name recognition alone. They need to stand out in a crowded market where people are doing more research and using AI to narrow their options. Success, according to the survey, will depend on offering personalized experiences, communicating authentic value, and using data-driven marketing.
The 2026 Portrait of American Travelers “Summer Edition” is available for purchase or through MMGY’s research platform, EurekA!. The full report includes additional data on evolving travel behaviors among U.S. consumers.