Travel demand remains resilient despite ongoing economic pressures, according to findings from a 2026 consumer survey released by Fullstory.

According to the Atlanta-based behavioral data company—which surveyed more than 1,000 U.S. consumers to examine travel behaviors, booking preferences and experience expectations—70 percent of respondents said they traveled in the past year or plan to travel this year.

However, consumers are becoming more cost-conscious, with 33 percent reporting they are reducing travel budgets or shortening trips, while 31 percent said they are booking earlier to avoid anticipated price increases. Another 20 percent, meanwhile, reported choosing alternative transportation options, such as driving instead of flying.

“As costs rise and budgets tighten, consumers are still planning to travel, but they are making more deliberate decisions about when, how and where they spend,” Jason Wolf, president of Fullstory, said in a statement. “More intentional demand means that success will be defined less by volume and more by precision. The travel brands that can deliver the right experience at the right moment—while removing friction and building trust—will be best positioned to win market share and customer loyalty.”

Furthermore, the survey found that older travelers are generally less likely to alter travel plans in response to higher costs. Twenty-five percent of Baby Boomers and 18 percent of Generation X respondents reported making no changes to their travel behavior, compared with 14 percent of Millennials and 8 percent of Generation Z travelers.

Traditional digital channels continue to dominate trip planning. Search engines were cited by 53 percent of respondents, followed by online travel agencies at 51 percent and direct airline or hotel websites at 44 percent.

At the same time, artificial intelligence tools are beginning to play a role in travel planning. Fifteen-percent of respondents said they use AI platforms such as ChatGPT and Claude to begin their travel search process. Usage was highest among Generation X (19 percent), followed by Millennials (17 percent) and Generation Z (15 percent).

When evaluating travel purchases, respondents identified price and value as the most important factor (77 percent), followed by customer service quality (51 percent) and booking convenience (48 percent).