U.S. Travel Demand Accelerates and Spending Hits Record Highs, According to Latest MMGY Research

Kansas City, MO – 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. 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.

Simon Moriarty, Vice President of Syndicated Research at MMGY Travel Intelligence

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 MMGY Global

MMGY Global is the world’s leading integrated marketing firm specializing in the travel, hospitality and lifestyle industries. With operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world’s premier travel and tourism brands. As a company dedicated to the travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit mmgyglobal.com.