Although U.S. consumers are facing rising costs and household budgetary challenges, they remain “deeply committed” to summer vacations, new research from Priceline shows.
In the company’s 2026 State of Summer Travel Report, published this week, 44% of Americans reported that a summer trip feels out of reach this year, but 73% plan to do whatever it takes to make travel happen this season.
Amid shifting traveler behavior, some hotel players are tapping into experiences to capture demand and meet guests where they are this summer.
A shifting consumer landscape
Some 79% of respondents to Priceline’s recent survey said they expect to take at least one trip this season. Despite an eagerness to travel this summer, affordability pressure remains a top challenge.
The report, which surveyed 2,500 U.S. adults in March, found that 84% of Americans said they are paying more but getting less when it comes to travel this summer. Another 55% said they find travel less affordable than last year.
Priceline’s data points to a K-shaped travel economy, where “more Americans are planning budget-level trips this summer, fewer are in the middle, and spending at the top is holding steady,” according to the report.
As consumers approach summer travel with a more cost-conscious mindset, they will be more intentional about their trip choices, “prioritizing experiences that deliver a strong emotional return,” Christina Bennett, consumer travel trends expert at Priceline, told Hotel Dive last month.
Priceline’s report also highlighted that more consumers are looking for a deal this year than last, and half of respondents said they plan to use AI tools to find one. Some 85% of consumers said that “scoring a great deal feels as good as the vacation itself,” per the report.
Hotels focus on value
In a conversation with Hotel Dive earlier this week, Choice Hotels CMO Noha Abdalla noted similar summer travel trends to those outlined in Priceline’s report.
Cost pressures, including heightened gas and airfare costs, have impacted travel behavior this summer, but vacations remain a priority, Abdalla said.
“Travelers still want to travel this summer, but they are trying to make sure that they're finding value and flexibility in those trips,” Abdalla said. “They want to make sure that they are getting the most out of their experience, and they’re looking for a deal.”
Travelers are increasingly placing value on experiences, Abdalla said. This desire was a driving factor behind Choice’s Detours Worth Taking Guide at the center of its newly launched Great American Detour summer marketing campaign, she explained.
The guide highlights a selection of “hidden gem” destinations across the U.S. — including Plymouth, Massachusetts; Galena, Illinois; and Taos, New Mexico — that offer travelers unique experiences in smaller markets off the beaten path, Abdalla said.
Later this summer, Choice plans to launch the “Check into More Tour,” a custom-branded on-the-road experience designed to engage road trippers across the country through interactive games and travel-inspired giveaways, according to a company release.
“We’re doubling down and focused on making sure we are meeting customers where they are and giving them things that they care about,” Abdalla said.
Choice’s summer initiative carries on the theme of “value maximizing” that was core to its 2025 and 2026 global marketing campaigns.
Other hotel players aiming to attract summer business through experiences include Marriott International, which teamed up with Visa in April on a global loyalty campaign offering exclusive rewards related to the FIFA World Cup.
Choice recently enhanced its Choice Privileges loyalty program to cater to travelers’ evolving preferences around value and flexibility. Abdalla said the company will be adding more experiences to its platform over the coming months.
