United States citizens remain deeply dedicated to their summer vacations, even in the face of rising travel costs and pressure on household budgets. A recent Priceline survey, released on June 23, 2026, reveals that, for many, the idea of a summer without a getaway is unthinkable, leading them to cut back on other expenses to ensure leisure. This behavior highlights a trend of resilience in travel consumption, contrasting with the general perception that tourism spending is more difficult.
Priceline’s inaugural “2026 State of Summer Travel Report,” based on a survey of 2,500 U.S. adults conducted by Wakefield Research in March 2026, analyzed consumer sentiment, generational behavior, spending patterns and the growing role of artificial intelligence in travel planning. The results show a paradox: although almost half of Americans feel that summer vacations are out of reach, a vast majority are determined to take them, highlighting the priority that leisure has acquired in post-pandemic life.
Daily sacrifices to make travel plans viable
Despite financial pressures, the desire for a summer trip remains strong. While 44% of Americans say summer vacations seem unattainable this year, a whopping 73% plan to do whatever it takes to make them happen, with 79% hoping to take at least one trip. This determination reflects not only the desire for rest, but also an appreciation of quality time and experience over other expenses considered discretionary.
Analysis of spending data reveals a K-shaped travel economy where more people plan low-cost trips, the middle segment shrinks, and spending at the top remains stable. To finance their trips, more than a third of those interviewed have already started cutting daily expenses. A notable fact is that 83% of adults over 21 say they would give up alcohol consumption before giving up on vacation. Furthermore, 45% would cut out meals outside the home and 20% would even give up their sex life in the name of traveling. This willingness to sacrifice everyday goods and services for a travel experience demonstrates the depth of value that leisure has for these consumers.
Unequal impacts: Parents and millennials feel the brunt most
The economic pressure is even more pronounced for families with children, who face unique challenges when planning their vacations. Parents are 34% more likely to have already cut daily expenses to finance summer travel than those without children. However, 89% of parents still intend to travel. Almost a quarter of them (23%) have had to cancel or drastically change vacation plans due to rising costs, compared to 16% of non-parents.
Between generations, millennials demonstrate a particularly visible tension. Thirty-six percent of them say that travel that once seemed affordable is now considered a luxury, the highest percentage among all generations. Contradictorily, 28% of millennials plan to spend $5,000 or more on summer travel this year, also the highest generational rate. Christina Bennett, consumer travel trends expert at Priceline, said, “Parents and millennials are feeling the most financial pressure this summer, but they also plan to spend more on travel. That’s exactly why they’re the most likely to turn to AI to help plan their trips.”
Regrets about decisions to save money on tours
The search for savings does not always result in satisfaction, and many travelers end up regretting the decisions made to reduce costs. Sixty-nine percent of Americans say they have made spending-cutting decisions on travel that they later regret. Among the choices that generated regret were: staying with friends or family instead of a hotel (20%), driving instead of flying (20%), taking a shorter trip (19%) and booking a flight with multiple stops instead of direct (19%).
Despite past regrets, many are still considering making similar switches in the summer of 2026, indicating that financial pressure is a persistent factor. Brigit Zimmerman, CEO of Priceline, said, “What we’re seeing is a traveler who hasn’t given up on aspiration, but is being more deliberate about how to get there.” She added that “People are cutting back on spending everywhere else, spending more time researching deals and making trades they later regret. Our goal is to help them find the trip they want at the price they can afford.”
The incessant search for offers and the growing influence of artificial intelligence
Planning a vacation has become an exhausting task for 81% of Americans, and 43% specifically point to hunting for the best deals as the main source of frustration. Sixty-five percent believe that finding a truly exceptional deal is nearly impossible. However, 85% say that getting a great deal is as rewarding as the trip itself. This dichotomy reflects the intensity of competition in the tourism market and the difficulty of navigation for the average consumer.
Given this scenario, artificial intelligence (AI) emerges as a promising ally. Half of Americans plan to use AI tools to find better travel deals this year. That number rises to 69% among millennials and 62% among Gen Z. Priceline, for example, launched the next generation of Penny, its AI-powered travel assistant designed to streamline deal hunting, minimize switching and combat comparison fatigue, guiding travelers from planning to booking in a single conversation. The adoption of AI demonstrates a significant shift in the way consumers expect to interact with the travel industry, seeking efficiency and personalization in their journey.
Top Priceline Summer Travel Survey Results
The 2026 Priceline survey highlights American consumer behavior in relation to summer vacations, highlighting the desire to travel and the strategies adopted to achieve these plans.
- 79% plan to take at least one trip this summer.
- 73% will do whatever it takes to make their summer vacation happen.
- 44% feel summer holidays are out of reach by 2026.
- 84% believe they are paying more and getting less on their trips.
- 69% regret past travel cost-cutting decisions.
- 50% plan to use artificial intelligence tools to find better travel deals.
