91% of Americans Plan Travel in 2026, Focus on Experiences

Marriott Bonvoy has released a survey revealing strong travel enthusiasm heading into 2026, with 91 percent of Americans planning a trip next year and 49 percent hoping to travel more than they did in 2025.

What travelers want in 2026

The survey highlights a growing desire for purpose-driven travel. Many Americans say they are looking for deeper personal connections, memorable experiences, and a stronger sense of well-being.

More than half of respondents, 55 percent, want to spend more quality time with loved ones, and 46 percent plan to explore new dining experiences during their trips.

Rest and recovery also appear to be central goals, with 57 percent identifying relaxation as the most meaningful benefit of traveling.

Convenience also plays a major role, as domestic road trips and quick local getaways each attract interest from 44 percent of travelers.

A shift toward experience-based travel

The findings reflect a cultural pivot away from material purchases and toward experiences that feel impactful. About 67 percent of respondents said they are focusing more on experiential activities.

This aligns with insights from Agoda’s 2026 Travel Outlook Report, which showed rising interest in smaller, less crowded cities across Asia, where travelers can discover authentic culture and better value.

Major brands are also responding to this shift. Delta Air Lines, for example, recently launched Delta Locals, a planning tool designed to help travelers find more community-driven and locally grounded experiences.

Photo by John Kakuk on Unsplash