PwC: 71% plan same or more travel

PwC said on May 15 that 71% of U.S. adults plan to spend the same or more on summer travel than they did last year, pointing to resilient leisure demand even as some households remain under budget pressure. The firm’s U.S. Consumer Poll on Summer Spending said Memorial Day is serving as an early read on the broader season, with 34% of adults planning a trip over the holiday weekend. Those travelers expect to spend an average of $898 on the trip, PwC said. The report also said younger consumers are more likely to travel and more likely to use artificial intelligence tools while planning. ### How strong does PwC say summer travel demand looks? PwC’s May 15 report said the summer of 2026 is “shaping up to be a strong one” for travel and consumer companies, with 71% planning to hold spending steady or increase it from last summer. The same report said Americans expect to spend more than $2,800 on travel this summer on average. Transportation, hotels, and food and dining were the largest categories in PwC’s breakdown, at $699, $605, and $400 respectively. (pwc.com) Twenty-four percent of respondents said they plan to spend less on travel this summer than last year. PwC said those respondents cited the high cost of everyday expenses and a focus on saving money and paying down debt. Among people cutting back, the most common adjustments were shorter trips, spending less on eating out, and traveling closer to home. (pwc.com) ### What does the poll say about Memorial Day itself? PwC said 34% of adults plan to travel over Memorial Day weekend, making the holiday the first major test of summer demand. The average planned spend for those travelers was $898, according to the report. Gen Z and millennials were the most likely groups to take a Memorial Day trip, PwC said. (pwc.com) The report said 49% of Gen Z respondents and 43% of millennials planned to travel over the weekend, well above older generations. PwC said many of those travelers had likely already planned and budgeted for the rest of the summer as well. ### Where is the money going? PwC said average summer travel spending is expected to top $2,800, with transportation and hotels accounting for more than $1,300 combined. Food and dining added another $400 in planned spending, according to the report. Nontraditional lodging drew a smaller figure in PwC’s survey. (pwc.com) The report said planned spending on vacation rentals and apartment stays averaged $217, a number PwC said could be an encouraging sign for hotels. ### How is AI showing up in travel planning? PwC said AI tools have become a “regularly used research channel” for many consumers planning summer trips. (pwc.com) The firm said Gen Z and millennials lead adoption across travel and shopping, and that people planning to spend more this summer are significantly more likely to rely on AI for planning, price comparison, and booking. The report stops short of saying AI is replacing traditional booking channels. Instead, PwC describes AI as part of the research and comparison process, especially among younger consumers whose travel activity is already outpacing older groups. ### What should readers watch next? PwC’s findings were published in its “Summer spending trends 2026” report on May 15, and the figures are now circulating across travel-industry coverage and social media posts linking back to the poll. (pwc.com) Memorial Day weekend travel volumes, hotel bookings, and summer trip frequency will provide the next public test of whether the spending plans in PwC’s survey translate into actual demand.