US summer travel demand remains strong despite economic pressure

PwC’s latest consumer survey suggests hotels could benefit from resilient leisure demand, younger travelers taking multiple trips, and the growing influence of AI-driven booking behavior

PwC’s latest US Consumer Poll on Summer Spending points to another active summer travel season for the hotel industry, even as consumers remain cautious about inflation and household budgets. The survey found that 71% of Americans expect to spend the same or more on summer travel compared with last year, with Memorial Day travel serving as an early indicator of broader seasonal demand. Younger travelers — particularly Gen Z and millennials — are expected to drive much of the activity, often planning multiple trips throughout the summer. The report also highlights how AI-powered trip planning and conversational booking tools are beginning to shape travel discovery and purchase behavior, creating new visibility and distribution challenges for hotels.

Key takeaways

• Leisure demand remains resilient: Most US consumers still prioritize travel spending despite wider economic uncertainty, reinforcing the continued strength of the leisure travel segment for hotels entering summer 2026.
• Memorial Day signals a strong start: Roughly one-third of Americans planned Memorial Day trips, with travelers expecting to spend nearly $900 on average, suggesting healthy early-season momentum for hotels and destinations.
• Younger travelers are driving volume: Gen Z and millennials are more likely to take multiple trips during the summer, making them increasingly important audiences for hotel marketing, social media visibility, and mobile-first booking experiences.
• Hotels continue to capture significant spend: Consumers expect to allocate a substantial share of their summer budgets to hotel stays, which may favor traditional hotel operators over alternative accommodation providers in certain markets.
• AI booking behavior is accelerating: Growing familiarity with AI travel assistants and conversational booking tools among younger travelers could reshape how guests discover hotels online, making visibility within AI-driven discovery environments increasingly important.
• Experience-led travel remains strong: Consumers continue to prioritize experiences over discretionary retail purchases, supporting demand for hotels that can package stays around lifestyle, wellness, dining, or local experiences.
• Value perception matters more than ever: While travelers are still spending, economic caution remains present. Hotels that clearly communicate value, flexibility, and trust may be better positioned to capture bookings in a more selective consumer environment.
• Distribution strategy becomes more important: As travelers increasingly use AI-powered discovery tools alongside OTAs and search platforms, hotels may need to rethink how content, pricing, and availability are distributed across digital channels.

Source: PwC

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