Despite rising living costs and household budget pressures facing American consumers, Priceline's research shows they remain 'deeply committed' to summer vacations. The company's '2026 Summer Travel Status Report' released last month noted that 44% of Americans believe summer travel is out of reach this year, but 73% plan to make it happen at all costs.

Amid changing traveler behavior, some hotel groups are leveraging experiential services to capture demand, aiming to precisely connect with guests during the summer.

Changing Consumer Landscape

In Priceline's recent survey, about 79% of respondents said they expect to travel at least once this season. Despite strong travel intentions, affordability pressures remain the top challenge. The report, which surveyed 2,500 American adults in March, found that 84% believe summer travel this year offers 'more cost, less value,' while another 55% said travel is harder to afford than last year.

Priceline's data points to a 'K-shaped travel economy'—the report states, 'More Americans plan budget-level trips this summer, the middle tier shrinks, while high-end spending remains stable.' As consumers plan summer trips with a more budget-conscious mindset, Priceline's consumer travel trends expert Christina Bennett told Hotel Dive in May that they 'will make more intentional travel choices, prioritizing experiences that deliver strong emotional returns.'

The report also highlighted that more consumers are seeking deals this year than last, with half of respondents planning to use AI tools to find discounts. About 85% of consumers said 'the feeling of getting a great deal is as good as the vacation itself.'

Hotels Focus on Value

In a conversation with Hotel Dive last month, Choice Hotels' Chief Marketing Officer Noha Abdalla pointed to summer travel trends similar to those in Priceline's report. Abdalla said cost pressures, including rising gas and airfare prices, have impacted travel behavior this summer, but vacations remain a priority.

'Travelers still want to travel this summer, but they are working hard to ensure value and flexibility on their trips,' Abdalla said. 'They want to make the most of their experiences while also looking for deals.' She noted that travelers increasingly value experiential value, a demand that drove Choice to launch the 'Detours Worth Taking Guide,' part of its new 'Great American Detour' summer marketing campaign.

Abdalla explained that the guide curates 'hidden gem' destinations across the U.S., including Plymouth, Massachusetts; Galena, Illinois; and Taos, New Mexico, offering travelers unique, off-the-beaten-path experiences in niche markets. According to a company press release, later this summer, Choice plans to launch the 'Check into More Tour,' a custom-branded road-trip experience designed to engage road-trippers nationwide with interactive games and travel-themed giveaways.

'We are doubling down on meeting customers where they are and delivering content they truly care about,' Abdalla said. Choice's summer initiatives continue the 'maximizing value' theme emphasized in its 2025 and 2026 global marketing campaigns.

Other hotel groups attracting summer business through experiences include Marriott International, which partnered with Visa in April to launch a global loyalty campaign offering exclusive rewards tied to the FIFA World Cup. Choice also recently upgraded its Choice Privileges loyalty program to adapt to shifting traveler preferences for value and flexibility. Abdalla said the company will add more experiential offerings to the platform in the coming months.