Marriott Bonvoy Survey Reveals 91% of Americans Are Turning Travel Dreams into Reservations
HOSPITALITY
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.
As the calendar turns, the classic New Year’s Resolution list is seeing a major shift: Americans are swapping shopping carts for suitcases.
According to a recent nationwide survey conducted by Marriott Bonvoy®, a staggering 91% of Americans plan to travel in 2026, with nearly half (49%) specifically aiming to travel more than they did this past year.
The findings reflect a powerful cultural mandate: the pursuit of moments that carry lasting meaning is now the ultimate luxury.
Experience Over Expenditure
The data clearly shows that travel is dominating the hierarchy of consumer values. Two-thirds of Americans (67%) say they are prioritizing experiences such as travel over material purchases in the coming year. This trend confirms that for the modern traveler, an investment in well-being and connection delivers a far greater return than acquiring possessions.
The New Goals of Getting Away
What exactly are Americans seeking on the road? The motivations are rooted in restoration and discovery:
Rest and Recharge: A majority (57%) cite carving out time to rest and recharge as the most meaningful benefit they experience through travel.
Deeper Connection: Over half (55%) hope to spend more time with loved ones.
Culinary Discovery: Nearly half (46%) are looking forward to trying new dining experiences.
Perhaps surprisingly, big international trips aren't the only priority. Nearby adventures are top of mind, with domestic road trips and local weekend getaways (44% each) topping the 2026 travel wish list.
Millennials, in particular, demonstrate an unwavering commitment to their time away, with 70% stating they would rather give up dining out for six months than give up a vacation.
The Loyalty Advantage
For travelers looking to make these ambitious resolutions a reality, loyalty programs are proving essential. The survey found that 52% of Americans are currently enrolled in at least one hotel loyalty program, and 80% believe these programs make it easier to turn travel desires into reality through perks like free stays and upgrades.
To help travelers jumpstart their plans, Marriott Bonvoy is currently running the New Year’s Eve Sweepstakes, offering five lucky members the chance to win 1 million Marriott Bonvoy points.
As Mandy Gill, Managing Vice President at Marriott International, concluded, “Marriott Bonvoy is uniquely positioned to help bring those plans to life. With the chance to win 1 million points, enough to fund unforgettable getaways, bucket list adventures, or dozens of nights across our variety of brands, we're giving travelers the opportunity to turn their travel dreams into reality.”
Travel is the ultimate resolution for 2026, and the industry is ready to deliver.