Survey Highlights Shift Toward Experience-Based Travel
A recent survey from Allianz Partners’ Global Travel Confidence Index indicates a significant shift in how Americans are planning their summer vacations in 2026. Rather than focusing solely on destinations, travelers are prioritizing experiences such as concerts, festivals, sporting events, cruises, and wellness retreats. The survey, conducted by Ipsos Public Affairs, highlights that younger generations, particularly Gen Z and Millennials, are at the forefront of this trend.
According to the data, 65% of Gen Z and 63% of Millennials plan to attend live entertainment or experiences while traveling this summer. Additionally, more than half of Gen Z respondents (52%) say that attending a ticketed event is the main reason for their trip. Overall, 57% of American travelers are likely to attend a ticketed concert, festival, or performing arts event while traveling, and 38% say that attending such an event is the primary purpose of their trip.
Events and Experiences Drive Vacation Choices
The survey results show that Americans are increasingly building their vacations around specific events and experiences. Major music festivals, sold-out stadium tours, and high-profile sporting events are among the most popular travel motivators. Sporting events, such as the FIFA World Cup, are particularly influential, with 38% of travelers planning trips around sports events or tournaments.
Other immersive experiences are also gaining popularity. The survey found that 38% of respondents are interested in cruises and expeditions, 36% in hobby- or sport-based travel, and 32% in spa or wellness retreats. This reflects a broader move toward trips that are not just about relaxation, but about creating meaningful memories and engaging in activities that align with personal interests.
Blending Work, Leisure, and Lifestyle Goals
The survey also highlights the growing trend of blending work and leisure. More than one-quarter (31%) of American travelers plan to extend their trips to combine work and leisure activities. Additionally, 28% expect to work remotely for several weeks while traveling, and 23% aspire to adopt a longer-term digital nomad lifestyle.
Luxury travel is another area of increased investment, with 35% of travelers reporting they will spend more on luxury experiences in 2026. This trend is even more pronounced among travelers under 35, with 44% reporting higher spending on luxury travel.
Purpose-Driven Travel Reflects Changing Priorities
Despite ongoing economic pressures, the survey suggests that travel remains a priority for many Americans. Rather than viewing travel as a luxury, respondents see it as a way to connect with others, express themselves, and create shared experiences. This shift toward purpose-driven travel means that the experience itself—whether attending a major event, embarking on an expedition, or reconnecting with friends and family—has become as important as the destination.
Travel Protection and Event Coverage
The article also notes the availability of travel protection products, such as Allianz Partners’ Event Ticket Protector. This product can reimburse up to 100% of non-refundable ticket costs in certain covered situations, such as illness or job loss, and provides 24/7 assistance through an event hotline. Event Ticket Protector is available through many ticketing providers during checkout.
Survey Methodology
The Global Travel Confidence Index was conducted by Ipsos Public Affairs on behalf of Allianz Partners. The company provides travel insurance through major U.S. airlines, travel agents, online agencies, hotel companies, cruise lines, and directly to consumers. The survey’s findings underscore the evolving motivations behind American travel in 2026, with a clear emphasis on experiences, events, and personal fulfillment.
