Travel continues to be a priority for Americans, with a significant rise in demand. According to the MMGY Global’s 2026 Portrait of American Traveler, individuals plan an average of nearly four vacations and expect to spend around $5,655 in the next year. Despite economic pressures, many are adapting their travel habits—35% are traveling during off-peak times, and 32% are cutting back on discretionary spending.
Spending differences among generations are notable, with Baby Boomers anticipating expenditures of $8,796, compared to just $2,195 for Gen Z travelers. The use of AI in travel planning is increasing, with 51% of leisure travelers utilizing it, particularly among Gen Z (71%).
While AI plays more of a role in inspiration rather than booking, there’s sustained interest in destinations like Yellowstone and the Grand Canyon. The study suggests that as the U.S. travel market becomes more fragmented, there’s an opportunity for travel advisors to assist clients in navigating these changes and curating personalized experiences.
