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U.S. Travel Demand Accelerates and Spending Hits Record Highs, According to Latest MMGY Research
Portrait of American Travelers™ reveals rising trip frequency, bigger budgets and growing reliance on AI
Kansas City, MO (April 9, 2026) – U.S. leisure travelers are carrying strong travel momentum into 2026 – planning more trips and increasing budgets, signaling sustained demand, according to MMGY’s newly released Portrait of American Travelers™ “Spring Edition.” Annual travel spending is projected to reach a record $5,704 per household, alongside an average of 3.87 vacations in the next 12 months, both increases over the previous quarter and clear signals of accelerating demand heading into peak travel season.
Based on a survey of more than 4,500 U.S. adults, Portrait of American Travelers™ remains the travel industry’s longest-running and most-trusted examination of leisure travel behavior in America. The study found that two-thirds (67%) of U.S. travelers expect to take a trip in the next six months, while more than half (56%) plan to spend more on travel than they have in the past two years, reinforcing travel’s position as a top consumer priority despite ongoing economic pressures.
“We’re seeing a shift from passive to intentional travel behavior,” said Simon Moriarty, Vice President of Syndicated Research at MMGY Travel Intelligence. “Travelers are prioritizing trips, seeking value and increasingly relying on AI to guide decisions. That combination is fundamentally changing how brands need to engage across the travel journey.”
Other key findings from the report include:
- International travel intent is at a multiyear high, with 36% of U.S. travelers planning an overseas trip in the next six months, the strongest level since before 2020, signaling renewed confidence in long-haul travel and continued demand for global experiences.
- Half of U.S. leisure travelers (50%) have now used AI tools, such as ChatGPT or Gemini, to plan travel, with adoption led by Gen Zers (76%) and Millennials (68%). As usage continues to grow, AI is becoming an increasingly central part of how travelers research, plan and book trips.
- Domestic demand remains strong, with Hawaii, Florida and California ranking as the top states Americans want to visit, highlighting continued interest in both iconic destinations and warm-weather escapes.
- Travel inspiration continues to play a central role in planning, with many travelers discovering destination ideas through interesting articles (44%) and posts on social media (36%). A desire for change and adventure (38%) further amplifies this influence, underscoring the growing importance of storytelling in driving travel decisions.
Featuring these findings and additional insights on loyalty, sustainability and generational travel behavior, the “Spring Edition” of Portrait of American Travelers™ is now available for purchase or as part of an all-access subscription to EurekA!, MMGY’s searchable research platform. To explore more, visit mmgyintel.com.
About Portrait of American Travelers™
MMGY’s Portrait of American Travelers™ is the travel industry’s longest-running and most-trusted examination of U.S. leisure travel behavior. Released quarterly, it provides a comprehensive analysis of the impact of current economic conditions, social values, and emerging travel habits and intentions. The “Spring Edition” is based on interviews with 4,502 U.S. adults conducted in February 2026, with generational insights from Gen Zers (18–29), Millennials (30–45), Gen Xers (46–61) and Boomers (62–80). Results from the Silent Generation (81+) are included in totals but not reported separately due to small sample size.
About MMGY
As MMGY Global’s flagship integrated marketing and communications agency specializing in travel, tourism and hospitality – MMGY knows travel. Drawing upon our own research and insights from over four decades of working with clients around the world, we bring a new perspective to connecting travel brands with today’s traveler. Offering services from integrated marketing and creative to destination representation and PR, we provide our clients with unrivaled expertise. For more information, visit mmgy.com.
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Derek Klaus
MMGY Global