Deloitte: U.S. summer travel intent reaches six-year low

Hotels face softer overall demand, but travelers who still book are spending more on comfort and experiences

Deloitte’s 2026 Summer Travel Survey suggests that U.S. summer travel demand is softening as rising travel costs increasingly keep consumers at home. Only 45 percent of Americans surveyed plan to take a summer vacation involving paid lodging, marking the lowest level in six years. However, travelers who are still planning trips expect to spend significantly more, prioritizing upgraded experiences, better hotels, and longer stays despite ongoing pricing pressure. For hoteliers, the report points to a more polarized travel market where conversion may become harder, but guests who do travel remain willing to pay for quality, comfort, and reliability.

Key takeaways

• Summer travel demand is weakening: Deloitte found that only 45 percent of Americans plan to stay in paid lodging this summer, reflecting the lowest travel intent level in six years as affordability concerns continue to affect consumer behavior.
• Travelers are increasing budgets despite higher prices: Guests who still plan to travel expect to spend an average of $4,069 on their longest summer trip, up 17 percent year-over-year, showing continued willingness to invest in meaningful travel experiences.
• Comfort and experience are driving spending decisions: More travelers are choosing upgraded airfare, better hotel locations, and more premium lodging options, suggesting that experiential value is becoming increasingly important in booking decisions.
• Hotels remain resilient within the accommodation mix: Hotel stay intent remained stable year-over-year, while higher-income travelers showed growing interest in full-service hotels and destination resorts with stronger amenities and service offerings.
• Millennials and Gen Z are reshaping travel behavior: Younger travelers plan to travel more frequently, spend more aggressively, and increasingly use GenAI and social video platforms to plan trips and itineraries.
• Remote work continues to influence travel patterns: One-third of surveyed travelers expect to work during their longest summer trip, particularly millennials, reinforcing the continued blending of leisure and remote work travel.
• Booking hesitation may signal pricing sensitivity: Fewer travelers have fully booked their summer trips compared to last year, indicating that consumers may be delaying decisions while monitoring pricing and economic conditions.
• Loyalty programs remain strategically important: Hotel loyalty programs showed the highest participation rates among travel loyalty memberships, highlighting the ongoing importance of direct guest relationships and retention strategies.

Source: Deloitte

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