As Americans set their intentions for the new year, a recent survey from hospitality leader Marriott Bonvoy® reveals that 91% of Americans plan to travel in 2026, and nearly half (49%) say they want to travel more than they did in 2025. The findings reflect a broader cultural trend toward moments that carry lasting meaning. A majority may be swapping shopping carts for suitcases in the new year, with two-thirds (67%) saying they're prioritizing experiences such as travel over material purchases in 2026.

Americans are chasing deeper connections, immersive journeys, and a renewed sense of well-being when it comes to their 2026 travel goals, with more than half (55%) saying they hope to spend more time with loved ones, and many (46%) saying they look forward to trying new dining experiences when traveling in the coming year. Carving out time to rest and recharge may also be a priority, as 57% say it is the most meaningful benefit they experience through travel. Nearby adventures and convenience are top of mind, with domestic road trips and local weekend getaways (44% each) topping 2026 travel wish lists.

In addition, the survey data shows that hotel loyalty programs are important, helping travelers turn their travel resolutions into reality. More than half (52%) of Americans are currently enrolled in at least one hotel loyalty program, and these memberships may be essential for them to reach their travel goals. Nearly half (49%) cite a smart way to save money on travel as one of the biggest benefits of hotel loyalty programs, and 80% say they believe the programs make it easier to turn travel desires into reality through perks such as free stays and upgrades. Millennials (ages 29-44) show strong commitment to their time away, with 70% saying they would rather give up dining out for six months than give up a vacation.

This survey was conducted online within the United States by The Harris Poll on behalf of Marriott Bonvoy from November 18-20, 2025, among 2,090 U.S. adults ages 18 and older, among whom 1,049 are hotel loyalty program members. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest.