KPMG: 60% of Americans traveling

Travel is still winning the budget fight. That’s the real story here. Americans are not giving up summer trips — they’re just getting choosier about what kind of trip feels worth the money. KPMG’s new Consumer Pulse Summer 2026 survey says 60% of Americans plan to travel this summer, and nearly 4 in 10 are building those plans around a specific experience they really want. That matters because it tells you the vacation itself is no longer the default purchase. The experience is the justification. Everything else has to earn its place. Why does that matter? Because the same survey shows a consumer who is still under pressure. KPMG’s framing is basically that people have done the math. They’re comparing options, trimming extras, and trying to protect the parts of spending that feel memorable. Travel survives — but only if it feels intentional. So what does “intentional” actually look like? Fewer throwaway add-ons. More trips with a clear point. If someone is booking, they want a reason — a concert, a family visit, a milestone, a place they’ve wanted to see, a break that actually restores them. That’s different from the loose post-pandemic “just go somewhere” mood. The bar is higher now. Why are people still traveling if costs feel bad? Because travel has moved into the “protect this if possible” category. KPMG’s release says Americans are cutting back on nonessential goods to preserve spending on experiences. That’s a useful clue. Consumers may delay stuff purchases, trade down in everyday categories, or skip little luxuries — but a summer trip still carries emotional weight in a way another household purchase often doesn’t. What changes once the trip is protected? The shape of the trip changes. Another fresh survey from Generali Global Assistance says 72% of Americans plan at least one trip between June and September, but the pattern is shifting toward shorter, more flexible getaways rather than one big marquee vacation. Average trip budgets are around $3,545, and nearly half of travelers expect to spend more than last summer. In other words — demand is strong, but people are managing risk and cost more actively. Where does the “slow” and “wellness” angle fit? Right into that same logic. Travel trend coverage this week points to slower itineraries, rural destinations, camping, and wellness-led escapes as growing themes for 2026. The draw is pretty straightforward: fewer crowds, lower stress, and a better chance that the trip feels restorative instead of hectic. When money is tight, people want the vacation to actually work. Is this just a luxury trend? Not really. The expensive version is a boutique wellness retreat. But the mass-market version is simpler — stay longer in one place, drive instead of fly, pick a quieter destination, cook some meals, and build the trip around rest or one meaningful activity. “Slow travel” sounds fancy, but often it’s just a budget-conscious trip with less rushing. What’s the catch? Strong travel demand does not mean carefree demand. Rising airfares, economic uncertainty, and geopolitical worries are still shaping decisions, and some travelers are changing destinations or canceling altogether. So the headline is not “Americans are splurging again.” It’s that they still want to go — but they want control, flexibility, and a clear payoff. The bottom line is simple. Summer travel in 2026 looks resilient, but not loose. People are still booking trips. They’re just making each one prove its value first.