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With Memorial Day now in the rearview, the summer travel season is officially on the horizon. However, Americans are facing the familiar challenge of stretching tight budgets amid stubborn inflation and rising gas prices. While managing economic uncertainty and inflation is nothing new–see last year, amid tariffs–the compounding pressure of rising prices and ongoing geopolitical tensions creates a formidable roadblock this year. In fact, only 19% of U.S. adults say their spring and summer travel plans have NOT been impacted in some way by rising inflation.
Despite these hurdles, new consumer-declared data from CivicScience show that 47% of U.S. adults are currently committed to summer travel plans. That number is poised to climb, as an additional 11% are currently unsure whether they’ll be traveling.
Brands and advertisers in the travel industry still have the opportunity to reach travelers before their reservations go final. Among Americans with solidified summer travel plans (excluding those unsure), only 34% have finalized all their bookings, while nearly a quarter (23%) have yet to book anything at all, leaving a significant portion of the market up for grabs.
As far as frequency of summer vacations, the majority of travelers plan to take either a single vacation (45%) or two (35%). Twenty percent of those planning to travel, meanwhile, say they plan to take three or more vacations this summer.
Key Consumers to Watch Shaping Summer Travel
Gen Z aged 18-29: Roughly three-quarters (74%) of Gen Z aged 18-29 say they have plans to travel this summer, (another 5% are unsure). Among these Gen Zers with travel plans, 71% still have at least some booking left to do.
Democrats: 55% plan to travel this summer. Among those with firm plans, 69% have at least some booking left to complete.
Men: 50% of men tell Civicscience they plan to travel this summer. Sixty-six percent of planned male travelers still have some reservations left to make.
Spending Time With Friends and Loved Ones a Top Summer Priority
Not all travelers agree on what’s most important for summer leisure travel this year. While spending time with family and friends is the leader across the board (led by those 65+ in particular), generational lines drive stark contrasts. Gen Z travelers lean toward activities and dining-related experiences while showing the least interest in relaxation. Travelers 65 and over notably place more emphasis than average on sightseeing. They also favor relaxation and unwinding. Gen X travelers prioritize time with family and friends above all other groups.
Whatever they plan to do and wherever they plan to go, self-care is also a key driver. Thirty-four percent of American adults tell CivicScience they use travel as a form of self-care at least ‘somewhat’ often, and 74% of them say they will travel this summer (another 10% are on the fence). Because travel is an essential form of self-care, it may be why Americans remain open to travel despite inflation and elevated gas prices.
Bed and Breakfasts Could Be Bound For a Surge in Interest, Driven By Gen Z
Are bed and breakfasts about to have a moment this summer? The percentage of summer vacationers reporting they’ll stay at a bed and breakfast has more than doubled from pre-summer 2025. It also represents the highest interest rate in a bed and breakfast since Civicscience began asking about summer lodging in 2015. Notably, Gen Z vacationers (20%) are driving this bed-and-breakfast intent, leading all other demographics by at least seven percentage points. This trend emerges at the expense of vacation rentals like Airbnb, with the intent to stay at one of these properties down nearly 30% YoY. This year’s demand for these rentals is led by Vacationers 65+.
Traditional lodging at a hotel or motel remains the most common form of accommodation (with 50% of Millennial travelers planning to stay at one), followed distantly by staying with friends and family.
Stubborn inflation and rising costs may be reshaping consumer habits, but they are not stopping Americans from prioritizing summer leisure travel as a form of personal well-being. With a large percentage of planned travelers still waiting to book, a significant portion of the market remains up for grabs. For brands and advertisers looking to win this season, the key lies in leveraging targeted messaging around family connection, self-care, and the unique accommodation trends captivating younger demographics.
