Americans More Selective in Travel Choices as Value and Experience Take Priority, MMGY Finds

Travel Demand Remains High, but Expectations Shift

The latest edition of MMGY Global’s Portrait of American Travelers report, based on a survey of over 4,300 U.S. adults, indicates that travel remains a priority for Americans in 2026. Nearly half (49%) of respondents plan to take a leisure trip within the next three months. However, the report notes a shift in traveler behavior: while the intent to travel is steady, both the number of expected trips (3.5 in the next 12 months) and anticipated travel spending ($5,570) have softened compared to earlier in the year. This change points to a more deliberate approach to selecting destinations, rather than a reduction in overall travel.

Travelers Redefine Value and Destination Choice

According to MMGY Global President Craig Compagnone, travelers are no longer just deciding whether to take a vacation, but rather which destination is most deserving of their time and discretionary income. This trend is reshaping competition among destinations, as travelers weigh their options more carefully and seek out experiences that offer clear value.

The report highlights that value is increasingly defined by the quality of experiences available. More than half (55%) of travelers express interest in trips tied to major events, such as the Route 66 Centennial celebrations and America’s 250th anniversary, with each attracting 29% of respondents. Sporting events also remain a significant draw, with 27% indicating they would consider attending one while on vacation.

AI Emerges as a Key Planning Tool

The use of artificial intelligence in travel planning is on the rise. The survey found that 52% of active leisure travelers have used AI to help plan a trip, a 10-percentage-point increase from the previous year. Among AI tools, ChatGPT (used by 57% of AI users) and Gemini (42%) are the most popular for trip planning. This shift toward AI-driven planning suggests travelers are seeking more informed and personalized options when choosing destinations and activities.

Destination Competition Intensifies

The report notes that competition among destinations is increasing. While Orlando saw a modest rise in traveler interest (up 3 percentage points year over year), other cities experienced declines. Palm Springs, Raleigh/Durham, and St. Petersburg/Clearwater each saw a 3- to 5-percentage-point decrease in consideration. This trend suggests that travelers are exploring a broader range of destinations and are more selective in their choices.

Implications for the Travel Industry

The findings indicate that destinations now face the challenge of not only attracting travelers but also distinguishing themselves in a crowded market. As consumer expectations rise, the report suggests that success will depend on offering personalized experiences, communicating authentic value, and leveraging data-driven marketing approaches. The growing influence of AI in travel planning, along with the importance of events and unique experiences, is likely to shape how destinations position themselves in the coming years.

Report Availability

The 2026 Portrait of American Travelers “Summer Edition” is available for purchase or as part of a subscription to EurekA!, MMGY’s research platform. The full report offers further insights into evolving travel behaviors and preferences among U.S. consumers.