A Marriott Bonvoy survey reveals that 91 percent of Americans plan to travel in 2026 and nearly half (49 percent) say they want to travel more than they did in 2025. The findings reflect a broader cultural trend. Two-thirds (67 percent) of respondents say they’re prioritizing experiences such as travel over material purchases in 2026.
More than half of Americans (55 percent) say they hope to spend more time with loved ones, and many (46 percent) saying they look forward to trying new dining experiences when traveling in the coming year. Carving out time to rest and recharge may also be a priority, as 57 percent say it is the most meaningful benefit they experience through travel. Nearby adventures and convenience are top of mind, with domestic road trips and local weekend getaways (44 percent each) topping 2026 travel wish lists.
“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 more meaningful experiences. Marriott Bonvoy is uniquely positioned to help bring those plans to life,” Mandy Gill, managing vice president, Brands, Marketing and Digital, U.S. and Canada at Marriott International, said in a statement.
In addition, the survey data shows that hotel loyalty programs are important. More than half (52 percent) of Americans are currently enrolled in at least one hotel loyalty program, and these memberships may be essential for them to reach their travel goals. Nearly half (49 percent) cite a smart way to save money on travel as one of the biggest benefits of hotel loyalty programs, and 80 percent say they believe the programs make it easier to turn travel desires into reality through perks such as free stays and upgrades. Millennials (ages 29-44) show strong commitment to their time away, with 70 percent saying they would rather give up dining out for six months than give up a vacation.