U.S. adults least likely to consider a leisure trip across 19 markets surveyed by YouGov

Just over half of U.S. adults (52%) seriously considered taking a leisure trip in the past 12 months, the lowest share across 19 markets surveyed, according to a new YouGov report.

The travel decision journey 2027 report examines how Americans move from considering a trip to planning and booking it. Among U.S. adults who seriously considered a leisure trip, 63% booked it, 20% were still researching or planning, and 17% postponed it or decided not to proceed.

The findings show how cost, timing and coordination with others shape travel decisions, with substantial differences by income.

Key findings:

• Cost is the leading reason for putting a trip aside. Among trip planners who postponed or decided not to proceed, 53% cited cost as the main reason, followed by concerns about disruption, safety or other risks (10%).
• Trips planned around a budget are less likely to be booked than those planned around dates. Among planners who said budget was the most important or fixed element at the outset, 45% booked their trip, compared with 71% of those who said dates or time of year were most important or fixed.
• Higher-income Americans are more likely to consider and book trips. Among higher-income adults, 86% considered a leisure trip, compared with 35% of lower-income adults. Among those who considered a trip, 79% of higher-income adults booked, versus 49% of lower-income adults.
• Higher-income trip planners are more likely to fly. Among higher-income planners, 60% planned to fly, compared with 33% of lower-income planners. Lower-income planners were more likely to travel by car or another private vehicle (54% vs. 36% higher-income planners).
• Confirming dates is the most common final prompt to book. Among planners who booked, 28% said confirmed dates or arrangements most directly prompted the booking, ahead of other people being ready (15%) and cost (12%).
• Other travelers can complicate planning and build confidence. One in five planners (20%) said coordinating with others made researching or booking more difficult.

“Cost matters throughout the travel decision, from choosing a destination to deciding whether to book,” said Kenton Barello, senior vice president at YouGov. “But confirming dates and coordinating with travel companions also matter. For travel brands, the findings highlight the value of making costs clear and helping people work through the practical details of planning a trip.”

Read the full U.S. travel decision journey 2027 report here.

Methodology

YouGov surveyed adults online across 19 markets from August 21 to September 17, 2026, including 1,497 U.S. adults. U.S. results were weighted to be nationally representative of adults aged 18+. Respondents answered about the most recent leisure trip they seriously considered in the past 12 months, involving at least one night away from home and not mainly for work. Trip planners had a role in planning or booking it. Lower and higher income mean below 75% and above 200% of median income, respectively. International samples represent each market’s target population; full details are in the report.