A Harris Poll on behalf of Marriott Bonvoy reports that 91% of Americans plan to travel in 2026, with Longwoods data showing that nearly all of them are heading out in the next six months for an adventure. Almost half of Americans want to travel more in 2026 than in 2025, and two-thirds say they will decrease material purchases to make it happen.
“Many Americans are fueled by a desire for deeper connection, new discoveries, and more meaningful experiences, said Mandy Gill, Managing Vice President, Brands, Marketing, and Digital, U.S. and Canada at Marriott International.
“As we look ahead to 2026, it’s clear that the meaning behind each journey matters more than ever. People are traveling with purpose. At Hilton, we call this shift the whycation: where travel begins not with a destination, but with a motivation,” adds Chris Nassetta, President & Chief Executive Officer, Hilton.
Here are significant motivations driving 2026 travel.
Driving America’s Storied Highways
According to Hilton’s 2026 Trends Report, 71% of Americans plan to drive on their next vacation to allow for more spontaneity. As the United States celebrates its 250th Anniversary and the 100th Birthday of Route 66, experts predict a road trip renaissance in 2026.
“Route 66 is integral to the American travel story. For nearly a century, it has connected travelers to the people, places, and experiences that define so much of the United States,” said Fred Dixon, president and CEO of Brand USA. “As we approach its 100th anniversary, we’re reminded of the road’s iconic landmarks and quirky charm and its ongoing legacy as a symbol of possibility and exploration.
“From the bustling Chicago gateway to Santa Monica’s epic Pacific sunsets, this legendary road connects people not just across miles, but through generations of shared discovery,” adds Caroline Beteta, president & CEO of Visit California and chair of the Route 66 Centennial Commission.
Travelers will prioritize comfort, convenience, and amenities when booking their road trip accommodations, with nearly two-thirds saying they won’t drive more than five hours without stopping at a hotel. Hilton data show that a comfortable bed is the most important factor, with a hotel pool, a suite to spread out in, and complimentary breakfast also driving booking decisions.
Stepping Into Favorite Stories
According to Skyscanner, 55% of travelers have booked or would consider a trip inspired by literature, and Expedia Group’s 2026 Set-Jetting Forecast reveals that 81% of Gen Z and Millennial travelers now plan their vacations around film and television locations.
Virtuoso, an organization of 20,000 travel advisors responsible for $35 billion in annual travel bookings, sees “The White Lotus” continue to drive demand, while K-dramas and the smash sensation “KPop Demon Hunters” are attracting fans to South Korea. Additionally, Cornwall’s rugged coast and fishing villages, featured in “House of the Dragon” and “Poldark,” are attracting visitors. The filming of Christopher Nolan’s “The Odyssey” in Greece’s Peloponnese region propelled it onto Condé Nast Traveler’s prestigious annual Best Places to Go in 2026 list.
While reading has long been a favorite vacation pastime, people’s favorite books now dictate their vacations. For example, the latest blockbuster from best-selling author Dan Brown is not only set in Prague but also serves as one of the main characters in the novel, driving a surge in visits from “The Secret of Secrets” fans. The city and private businesses have launched special tours tied to the story, which have attracted high interest and are selling out weeks in advance. The Four Season Hotel offers The Prague by Dan Brown Package through June 2026. This exclusive series of curated experiences includes a private city tour and a signed copy of his book.
Where The Kids Want to Go
The result of widespread technology use among children is that younger family members now have strong opinions about where their family travels, a dynamic known as “kidfluence.”
Priceline and Hilton data show that more than 7 out of 10 parents and grandparents have the kids help plan family vacations.
“Our survey confirms an important shift in family dynamics toward ‘kidfluence,’ with children now serving as true ‘co-pilots’ in trip planning,” explains Anna Abelson, Adjunct Instructor at the NYU SPS Jonathan M. Tisch Center of Hospitality and co-author of the The 2025 Family Travel Survey “Sixty-one percent of parents reported that involving children in travel planning has a positive impact on their child’s happiness and engagement during the trip.”
Family Association Travel data shows California, Florida, Hawaii, and New York as the top U.S. vacation spots, while Italy, the United Kingdom, France, Mexico, and Japan are the top international destinations.
Sailing Away For a True Vacation
According to AAA, more than 20 million Americans will take an ocean cruise next year, with 72% sailing to the Caribbean. People appreciate the all-inclusive format, the ability to visit multiple destinations and unpack only once, and the near-guaranteed good time. 90% of U.S. cruise passengers rate their experience as very good or good, with 91% of them going back for more. With over 300 ocean cruise ships and thousands of itineraries, there is a cruise for every traveler.
Jimmy Buffett fans and non-parrotheads alike voted affordable newcomer Margaritaville at Sea the Cruisers’ Choice Top Cruise Line for the second consecutive year. Holland America Line has received Cruise Critic’s “Best Service” award for four straight years and is currently offering its “Start Your Journey” promotion, its biggest deal of the year. Virgin Voyages, the exclusively adult cruise line founded by Sir Richard Branson, won Cruise Critic’s Best Ocean Cruise Line accolade in 2025 for its innovation, exceptional on-board experiences, and exceeding guests’ expectations.
MSC was recognized as best for families in both the general and luxury categories in this year’s Cruise Critic awards.
“As a family-owned cruise line, MSC Cruises has a long-standing tradition of offering family-friendly experiences at sea. From expansive kids (and baby) clubs and unique partnerships with LEGO and Chicco to varied menus that cater to months-old cruisers all the way up to teenagers, the cruise line exudes multigenerational charm, “said Cruise Critic Editors of its win. “And it keeps getting better. The launch of MSC World America this year took its family-friendly credentials up several notches, with entire sections of the ship devoted to the youngest cruisers.”
MSC Group’s ultra-elegant brand, Explora Journeys, brings a luxury boutique hotel vibe to the sea. One look at their jaw-dropping ship lobby and you’ll understand their bold vision. In two short years since their first sailing, they’ve won acclaim from discerning guests worldwide. Its blend of carefully curated itineraries, immersive cultural moments, elegantly relaxed onboard design, and exceptional service has redefined what it means to journey at sea. Rare in luxury cruising, families are welcome with dedicated spaces for children and teens, while adult-only areas offer tranquility and exclusive experiences.
