Highlights
- Rising costs have slowed US summer travel demand
- Demand reached its lowest level since 2020
- However, travel budgets are set to rise as travellers steer away from compromise
Deloitte’s 2026 Summer Travel Survey found that only 45 per cent of Americans plan to take a vacation with paid lodging this year, the lowest level in six years.
This was driven by increased financial pressure on travellers, as concerns over increasing airfare and room rates are on the rise. Among those surveyed, 32 per cent of non-travellers said travel is too expensive, while 35 per cent said they cannot afford it.
A traveller preparing to board an American Airlines FlightiStock
The biggest impact of this was seen among household earning less than $100,000, where travel intent fell by 8 percentage points to 38 per cent in 2026, as compared to 46 per cent in 2025.
While among households earning between $100,000 and $199,000 and over $200,000 a year, travel intent fell by 4 percentage points as compared to last year.
Concerns about trip disruptions played a smaller role in the fall in travel intent, however, compared to last year, twice as many people cited this as one of the reasons for staying home.
The hit to lower income households is set to reshape the traveller mix towards higher-income groups. Households earning $100,000 and above are forecasted to make up 55 per cent of the traveling public, up from 50 per cent in 2025.
The survey also highlighted that the ones who plan to travel are absorbing higher prices without compromising much on the experience.
Approximately 1 in 4 travellers surveyed plan to significantly raise trip budgets compared to 1 in 5 in 2025. As many as 38 per cent travellers said their travel budgets increased due to higher airline and lodging prices, highlighting that travellers are spending more not necessarily to get more, but due to increased costs for what they have come to expect.
“Amid pricing pressures, those who are packing their bags this summer intend to spend, indicating that many are putting a premium on experiences,” said Kate Ferrara, vice chair and U.S. transportation, hospitality and services sector leader at Deloitte.
“Providers can capitalize on this opportunity by focusing on enhancing the travel experience through upgrades and partner offerings. Those who are traveling have already decided it’s worth the investment, so leaning into the emotional connection to enhance vacation’s value could be a differentiator this summer.”
