2026年夏季旅行展望（英）

2026sumner

Traveloutlook

C

keytakeaways

Bottomline:Atahighlevel,thecurrenteconomicenvironmentappearstoposea

threattosummertravelspending:consumersentimenthasfalleninfourstraight

months,andrisinggaspriceshaveintroducedapronouncedfinancialanxietydirectlytiedtotravel.However,travelintentandspendingdatapaintsamorepositive

picturefortheindustrythanthemacroconditionsotherwiseimply·

Morningconsultdatashowsconsumersremaincommittedtotravelingthissummerandexpecttospendmoreacrossnearlyeverycategory.Recentspendingdata

backsupthisrobustintent,withhotelandairfareoutlaysclimbingthroughoutthespring·whatemergesisamorecost-consciousconsumerthanwe'veseeninrecentsummers,butonethat'smaintainingtravelasapriority.

1.Intentisoutrunningsentiment.consumersentimenthasslidfourstraight

monthsto88.1,itslowestsincemid-2023.yetleisuretravelintentclimbedeverymonththisspring,andbusinesstravelisfollowingasimilarupwardtrajectory.

Travelersaren'twaitingforthemacropicturetoclearbeforetheybook.

2.spendingisalreadymoving.selfreportedspendingonhotelsandairfarehitserieshighsinApril,andtravelersexpecttospendmorethissummeracrossnearlyeverycategoryledbygas(net+36),hotels(+20),anddining(+16).

Millennials,Genz,andhighermmincomehouseholdsaredrivingthelift.

3.Gaspricesarethepressurepoint.70%ofu.s.adultsciterisinggaspricesasthehighestmmratedsummertravelconcernwellabovegeneralbudgetworries(59%)

and53%saygashasalreadyledthemtoscalebacktrips.Thesqueezefallshardestonlower-andmiddle-incomehouseholds.

4.Thebookingwindowisstillopen.43%ofsummertravelershavealreadybookedatleastpartoftheirtripand31%plantobookintheweeksahead,but26%

remainundecided.

5.Alisbecomingarealtravel-planningchannel.Morethanhalfofu.s.adultsarealreadyusingoropentoAltoolsforeverytravelmmplanningtasktested,with

adoptionconcentratedamongtheyounger,higher-incomehouseholdsthatarespendingmoreontravel.

MORNINGCONSULI

4-"

sentimentisslidingbuttravelersappearundeterred

sentimentforallu.s.adultsstoodat88.1inMay2026,wellbelowthe100baselineandthe

lowestreadingsincemid-2023.Leisure(91.9)andbusinesstravelers(113.0)remainmeasurablymoreconfidentthanthebroaderpopulation,astheyconsistentlyhavebeenbutboth

segmentshavealsobeenonasteadydeclinesincethestartoftheyear.

U.s.consumersentimentamongtravelershasslidforfourstraightmonths

MonthlyIndexofconsumersentimentreadings,Jan2018May2026(baseline=100).

AllAdultsLeisureTravelersBusinessTravelers

130

120

110

100

90

80

70

60

201820192020202120222023202420252026

February.Leisuretravelintenthasrisen5.8pointsto35%inMay2026ayea「-to-datehigh.

Businesstravelintenthasrisenatasimilarpace.Thetakeawayforbrands:travelersarenotwaitingfortheeconomytostabilizebeforetheybook.

TravelintentisupinMay

%ofallu.s.adultsplanningtotravelwithinthenext3months(k1month+13monthsfromnow)

Travelersexpecttospendmorethissummerand

alreadyarethisspring

Ratherthanavoidconsumptionandpotentialcosts,travelersarebracingtospendmoreacrossvirtuallyeverytravelcategorythissummerthantheydidlastyeargasleadstheincreases(net+36),followedbyhotels(+20),dining(+16),andentertainment(+15).

Gas/fuelHotels/accommodations Dining/restaurantsEntertainment&activitiesAirfare

Carrental

Rideshare

25%15%5%5%15%25%35%45%55%

PlantospendlessPlantospendmore

Anditisn'tjustintent:selfreportedspendingonhotelsandairfarehassurgedthroughthe

spring,reachingserieshighsinApril.Thistrendholdsevenwhenadjustingforinflation.

Millennials,Genzandhigher-incomehouseholdsaretheprimarydriversinbothcategories·Thecategoryremainsatop-prioritydiscretionaryspend,evenashouseholdspullbackelsewhere.

HotelandairfarespendingreachedserieshighsinApril2026

Nominalaveragemonthlyu.s.consumerspendingonhotelsandairfare,May2022April2026(USD).

$90

$80

$70

$60

$50

$40

$30

HotelsAirfare

May2022Nov2022May2023Nov2023May2024Nov2024May2025Nov2025

Gaspricesarethedominantconcernbyawidemargin

Askedwhatconcernsthemmostaboutsummertravel,70%ofu.s.adultsciterisinggaspricesthehighestreadingofanyconcernmeasured.Travelbudgetworries(59%)anddiningcosts

(57%)roundoutthetopthree.Notably,allcategory-specificcostconcerns(hotel,airfare,car

rental,rideshare)sitbelowthebroaderbudgetanddiningconcernspointingtoageneralizedcostsqueezeratherthandiscomfortwithanysingletravelcategory.

Gaspricestopthelistofsummertravelconcernsbyawidemargin

%concernedabouteachitemwhenthinkingaboutsummertravel.

VeryconcernedSomewhatconcerned

Risinggasprices

Overalltravelbudget

Restaurant&dining…

Hotel/accommodationAirlineticketcosts CarrentalpricesRidesharepricesFlightfatigue

Morethanhalfofu.s.adults(53%)sayrisinggaspriceshavealreadyledthemtoreduce

sumnertravel29%"significantly"and23%"somewhat."Another12%areswitchingtocloserdestinations.onlyaboutathird(32%)saytheirplansareunaffected.Theincomeskewissharp:Lower-andmiddle-incometravelersareabsorbingthesqueeze;higher-incometravelersare

largelyshruggingitoff.

Impactofgaspricesonsummertravelplans,byhouseholdincome

Under$50k

$50k$100k$100k+

43%

Significantlyreducedtravel

Somewhat

reducedtravel

Switchedto

closerdestination

Switched

modeoftransport

Nochange

MORNINGCONSULI

Thebookingwindowisstillopenandthechoicemixis

shifting

AsoflateApril,43%ofu.s.summertravelershadalreadybookedatleastsomeportionoftheir

summertravel,withabouthalfofthosebookingmorethanthreemonthsinadvance.Another31%plantobookintheweeksaheadand26%remainundecided.Thatundecidedcohortisthe

operativeoneforlate-springandearly-summermarketing:itislarge,late,anddisproportionatelyprice-sensitive.

Nearlyhalfofsummertravelisalreadybookedbutaquarterremainsundecided

Alreadybookedmorethan3monthsoutAlreadybooked1to3monthsout

PlantobookwithinthenextmonthPlantobooklastminute(within2weeks)

Haven'tdecidedyet

23%

21%

24%

26%

wheretravelersplantostayreinforcesthevalue-consciouspostureofthissummer.Hotels

remainthedominantchoice61%ofsummertravelersplantouseoneatsomepointbut

stayingwithfamilyorfriendscomesinsecondat39%,aheadofshorttermrentals(21%),resorts(17%),andcampingorRV(13%).Eachoftheseinformalandnontraditionaloptionsdrawsasizableshareoftravelersinitsownright,ameaningfulstructuralshiftfromprepandemicnorms.

Hotelsremainthedefaultstay

%ofsummertravelersplanningtouseeachoption(multiselect).

Hotelormotel

WithfamilyorfriendsShort-termrental(Airbnb,VRBO)

Resort

CampingorRVparkCruiseship

39%

21%

17%

13%

61%

MORNINGCONSULI

Mostsummertravelisdomestic,androadtripsremain

populardespitegasprices

67%ofu.s.adultsplantotravelwithintheu.s.thissummer;64%planaroadtrip.Internationaltravel(29%)skewsheavilytowardyounger,higher-incomeadults.vacationingwithapartnerorsmallgroup(22%)andfamily/large-grouptravel(19%)arethetwodominanttripmotivations,

togetherrepresenting41%ofsummertrippurposes.

summertravelplans

%planningtodoeachatleastoncethissummer

TravelwithinU.S.

Roadtrip

Hotelstay(U.S.)

Fly

Short-termrental

Int'ltravel

01020304050607080

Yes,once

Yes,multipletimes

Diningatlocalrestaurants(58%)andshopping(49%)toptheactivitylist.Moreexperientialactivities,suchasconcertsanddigitaldetoxes,arelesspopular.

plannedactivitiesonsummertrips

%oftravelersplanningeach;selectallthatapply

Dineat…

Goshopping

BeachorlakeTouristattractionsOutdooractivities ThemeparkConcert/festival

Resortorspa

Digitaldetox

MORNINGCONSULI

Alusefortravelplanningispoisedtorise

Roughlyoneinfouru.s.adultsalreadyusesAltoolschatGPT,Gemini,andthelikefortravelplanning,andaroughlyequalsharewhoaren'tcurrentlyusingAlsaythey'relikelytotry.

combined,thatputsmorethanhalfofu.s.adultsinthereceptivecampforeverysingletravelplanningtasktested.

Hotelresearch,restaurantandactivitydiscovery,anddestinationresearchlead.Flightsandcarrentalslagslightlybothtaskcategorieswhereestablishedplatformsremainthedefault—buteventhere,morethanhalfareusingAloropentotryingit.Adoptionskewsyoungandaffluent:31-41%of$100k+householdsarealreadyusingAIfortravelplanning,about1.5timestherateofhouseholdsunder$50k.

Amajorityofu.s.adultsarealreadyusingoropentoAlfortravelplanning

%ofu.s.adultsbycurrentuseandopennesstoAltoolsforeachtask.

AlreadyusingAIforthisLikelytotry

Findinghotels/accommodations

Findinglocalrestaurants&…

Researchingdestinations

Real-timetipsduringthetrip

Buildingatripitinerary

Findingcarrentaloptions

Findingflightoptions

Millennialsaretheheaviestcurrentusersoverall,leadingortyingGenzonfiveofseventaskstested.Genzover-indexesonthemostexploratoryusecasesresearchingdestinations(41%)andcarrentals(35%)suggestingAlisbecomingadefaultstartingpointfortheearly-stage

discoveryworkthatusedtostartwithGoogleorTripAdvisor.

Incomereinforcesthepattern:3141%of$100k+householdsarealreadyusingAIfortravel

planning,about1.5timestherateofhouseholdsunder$50k.Altravelplanningcurrentlyskewsyoungandaffluentthesamecohortthatisleastaffectedbygaspricesandmostlikelytotakeaninternationaltripthissumm