Americans may be feeling the impact of rising costs, but they are not willing to give up their summer vacations. According to a new survey released on July 16, 2026 by the American Hotel & Lodging Association (AHLA), travelers are finding creative ways to stretch their budgets by choosing destinations closer to home, re-considering their mode of transportation, and seeking hotels with amenities like complimentary breakfast and loyalty rewards to help offset costs.
The survey found that while 57 percent of Americans say travel costs more than it did last year, a majority (56 percent) still plan to take a summer trip. Among those feeling the impact of higher prices, nearly seven in 10 (69 percent) say taking a summer vacation remains important to them. The findings suggest that travelers are not canceling vacations, but rather, they are reimagining them.
Key findings from the survey include:
- People are still traveling: Even with higher prices, more than half of Americans (56 percent) plan a summer trip this year.
- The trip still matters: Among people feeling the price squeeze, 7 in 10 (69 percent) say a summer trip is still important to them.
- The hotel stay matters: When people trim costs, they cut expenses like shopping and dining first.
- Value wins the guest: Most people who stayed in a hotel last year are booking a hotel again. They are simply looking for more options or free extras like breakfast.
- Closer to home is the trend: Many travelers are staying regional, driving instead of flying, and picking more affordable destinations.
“Summer travel isn’t slowing down. Americans are protecting and prioritizing their vacations and becoming more budget conscious,” said Rosanna Maietta, President & CEO of AHLA. “Americans are stretching their dollars, traveling closer to home, taking memorable road trips, and choosing hotels offering amenities that enhance their overall experience.”
Importantly, hotels remain a priority for travelers. When asked where they are cutting back to save money, respondents said they are reducing spending on shopping (43 percent), dining out (39 percent), and entertainment (26 percent) before scaling back on hotel accommodations (24 percent).
You can view the full report here.
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