Marriott Bonvoy has revealed Americans are ready to explore in 2026, with 50% of respondents claiming they want to travel more than they did in 2025, according to a recent survey.

The hospitality giant in November surveyed 2,090 U.S. adults, among whom 1,049 are hotel loyalty program members with findings revealing a “broader cultural trend toward moments that carry lasting meaning,” according to the group. A majority also said they may be swapping shopping carts for suitcases in 2026, with two thirds (67%) saying they are prioritising travel experiences over material purchases next year. “Americans are chasing deeper connections, immersive journeys, and a renewed sense of well-being when it comes to their 2026 travel goals”, the group said, as more than half (55%) of the respondents said they hoped to spend more time with loved ones, while 46% were interested in trying new dining experiences when travelling in next year. Meanwhile, 57% admitted that carving out time to rest and recharge is the most meaningful benefit they experience through travel. “Many Americans are heading into the new year wanting to travel more than they did this past year, fueled by a desire for deeper connection, new discoveries, and more meaningful experiences. Marriott Bonvoy is uniquely positioned to help bring those plans to life,” Marriott International Managing Vice President, Brands, Marketing, and Digital, U.S. and Canada, Mandy Gill said.  The survey data also revealed more than half (52%) of Americans were currently enrolled in at least one hotel loyalty programme, with nearly half (49%) citing saving money on travel as their biggest benefit of joining. 80% said they believed the programmes would make it easier to turn desires into reality through the programmes, by enjoying perks such as free stays and upgrades. In addition, 70% of millennials, those aged between 29 and 44, said “they would rather give up dining out for six months than give up a vacation”.