Rising travel costs are reshaping how Americans approach their summer getaways, but they are not canceling them. According to a new survey from the American Hotel & Lodging Association (AHLA), 56% of U.S. adults still plan to take a summer trip, even as 57% acknowledge that travel expenses have increased compared to last year.
The findings underscore a shift in consumer behavior: instead of forgoing vacations, travelers are reimagining them. Nearly 69% of those affected by higher prices say taking a summer vacation remains a priority. To stretch their budgets, many are cutting back on discretionary spending—43% are reducing shopping, 39% are dining out less, and 26% are trimming entertainment costs—before they consider cutting hotel expenses (24%).
Road Trips and Regional Travel Gain Momentum
The survey highlights a clear pivot toward more cost-efficient travel modes. A growing number of Americans are choosing road trips over flights, selecting destinations closer to home, and seeking hotels that offer tangible perks such as complimentary breakfast and loyalty rewards. This trend is particularly relevant for hoteliers and destination marketers, who may need to adjust their offerings to capture value-conscious travelers.
“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. The association’s data suggests that hotels remain a central component of travel plans, with guests increasingly looking for value-added experiences to enhance their stays.
For airlines, the shift toward driving could temper domestic demand on shorter routes, though international and long-haul travel may hold steady among higher-income segments. Meanwhile, hotel groups like Marriott, Hilton, and IHG—which operate robust loyalty programs—are well-positioned to attract travelers seeking rewards and freebies. Regional destinations, such as those in the U.S. Sun Belt or near national parks, could see a boost as travelers opt for closer-to-home options.
The survey also aligns with broader industry trends. For instance, View Boston’s kids-go-free summer offer reflects how attractions are adapting to family travel demand. Similarly, Puglia’s rise in 2026 summer rankings shows that travelers are increasingly seeking less-crowded, photogenic destinations—a pattern that may accelerate as U.S. tourists look for affordable alternatives to traditional hotspots.
For travel agents and tour operators, the message is clear: clients are willing to spend on vacations but expect maximum value. Packages that bundle hotel stays with dining credits, activity discounts, or loyalty points are likely to resonate. The survey also suggests that hidden costs remain a pain point, so transparency in pricing could be a competitive advantage.
As summer 2025 unfolds, the industry should watch for further shifts in booking patterns. While the AHLA data points to resilience, it also signals a more discerning traveler—one who will reward brands that deliver clear value without sacrificing quality.
