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As Americans look ahead to the new year, new research from The Harris Poll for Marriott Bonvoy signals a profound shift in the role of travel in their lives. An overwhelming 91% of Americans plan to travel in 2026, and nearly half (49%) intend to travel even more than they did in the previous year. This growing enthusiasm is not just about taking a break; it reflects a broader cultural movement towards collecting meaningful moments and memories, rather than material possessions.
A Fundamental Shift: Prioritizing Experiences Over Possessions
This latest data reveals a clear and significant trade-off happening in household spending. A strong majority of Americans, 67%, state they are prioritizing investments in experiences like travel over acquiring new material goods in the coming year. This indicates that the value proposition of travel is changing, moving from a simple luxury to a core component of a well-lived life. Consumers are increasingly swapping shopping carts for suitcases as they seek out journeys that carry lasting personal significance.
The Search for Meaning: Connection and Well-being as Core Motivators
The driving forces behind this travel boom are deeply human. When asked about their goals for 2026, travelers are not just focused on destinations, but on the emotional and restorative outcomes of their trips. More than half (55%) hope to spend more quality time with loved ones, while many (46%) are eager to try new dining experiences and immerse themselves in local culture. Above all, travel is seen as a crucial tool for well-being. A majority of 57% identify the opportunity to rest and recharge as the single most meaningful benefit they gain from their time away, highlighting travel’s essential role in combating burnout and renewing a sense of self.
Closer to Home: The Enduring Appeal of Domestic Adventures
While the motivations are deep, the logistics often favor convenience and accessibility. The 2026 travel wish list is topped by domestic road trips and local weekend getaways, with 44% of respondents favoring each of these options. This points to a continued appreciation for nearby adventures that allow for easier planning and more frequent escapes, providing opportunities to recharge without the complexities of long-haul journeys.
Making It Happen: How Loyalty and Commitment Fuel Travel Goals
For many, turning these travel aspirations into reality requires smart planning and a committed mindset. Hotel loyalty programs have become an essential part of the equation, with 52% of Americans currently enrolled in at least one program. A vast majority (80%) believe these programs make it easier to travel through valuable perks like free stays and upgrades, while 49% cite smart savings as a primary benefit. This commitment is especially strong among millennials, 70% of whom would rather give up dining out for six months than sacrifice a vacation. This data underscores a clear conviction: travel is no longer a dispensable expense, but a non-negotiable part of a fulfilling life.
About the research
This survey was conducted online within the U.S. by The Harris Poll on behalf of Marriott Bonvoy from Nov. 18-20, 2025, among 2,090 U.S. adults ages 18 and older, among whom 1,049 are hotel loyalty program members.
Learn more about Marriott Bonvoy and additional trends shaping modern travel.
