Research from TravelBoom Hotel Marketing, the leading data-driven hotel marketing agency dedicated to driving direct bookings, reveals that rising costs, evolving technology and shifting lifestyle preferences will dramatically impact the hospitality landscape for American consumers in 2026.
The findings belong to TravelBoom’s proprietary "2026 Leisure Travel Study" and are based on individual responses from 500 active leisure travelers.
Hoteliers, property managers and travel marketers can access the full "2026 Leisure Travel Study" for free here.
Critical insights from the data show a significant change in the decision-making strategies that drive U.S. consumer behavior in the travel space, with flexibility, personalization and trust now representing the most urgent considerations in booking decisions. The study also sheds light on the growing influence of Gen Z and millennial travelers, whose use of AI and prioritization of “authentic” experiences, despite the inherent contradictions in that label, are steadily reshaping why, how and where people book their next vacation.
“Travelers today are more tech savvy, budget conscious and experience driven than ever before,” said Scott Brandon, CEO of TravelBoom Hotel Marketing. “Hotels that don’t adapt to these changes risk falling behind. Our latest study not only outlines the trends but also gives hotel owners and marketers a roadmap to meet these changing expectations and win more direct bookings.”
Brandon added that the insights continue the trends and shifts in consumer marketing identified in TravelBoom’s previous study, which found that Americans were approaching travel decisions with a newfound sense of financial caution and strategic timing in the face of rising inflation and economic uncertainty. Key findings from the 2026 study include:
- Flexibility is non-negotiable: 94.2% of travelers said they expect some built-in flexibility in bookings, with nearly half demanding free cancellation policies.
- AI takes the lead in trip planning: 83% of travelers — especially Gen Z and millennials — are currently using, or have expressed interest in using, AI tools like ChatGPT to decide on, organize and plan their trips.
- Cultural passions drive bookings: 80% of travelers say the local destination’s food culture influences their decision-making and more than 70% would travel for a music event, turning dining and entertainment into primary trip drivers.
- Rising costs shape decisions: Nearly 1 in 3 travelers are reducing trip frequency due to rising and stubborn inflation across all travel-related expenses, but they continue to pursue bookings to uncover opportunities that provide strong value, perks and other important lifestyle benefits.
- Consumers demand tangible loyalty rewards: 64% of respondents prefer loyalty programs that offer immediate discounts or perks, signaling a distinct shift away from complex, points-based systems that offer long-term benefits and can be seen as unnecessarily beneficial to the brands more than its customers.
- Direct-booking momentum builds: Hotel websites now drive 18% of bookings, which represents a steady increase from previous years, with hard data that shows direct channels continue to take market share away from online travel agents (OTAs) — and offer more opportunities to expand their customer base.
About TravelBoom Hotel Marketing
TravelBoom Hotel Marketing, founded in 1996 and based in Myrtle Beach, South Carolina, is the leading digital marketing agency for independent hotels. The agency empowers hotel owners with customized, data-fueled strategies designed to maximize direct bookings. TravelBoom leverages advanced data science and analytics to uncover insights and develop strategies that greatly enhance results for clients and reduce their reliance on third-party channels. To learn more, visit www.travelboommarketing.com.
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