Travellers are seeking deeper emotional value from their journeys, with 55% hoping to spend more time with loved ones and 46% looking forward to exploring new dining experiences. Rest and recovery remain key motivations, with 57% citing relaxation as the most meaningful benefit of travel. Meanwhile, domestic tourism is set to play a major role in 2026 planning, as road trips and weekend getaways each ranked as top choices for 44% of respondents.
To align with these expectations, Marriott Bonvoy has launched the Marriott Bonvoy New Year’s Eve Sweepstakes, which will award five members 1 million Marriott Bonvoy points. Members may use their points for a wide range of travel options – from long-haul resort stays to boutique hotel experiences and regional escapes. Entries are open Dec. 22 to Jan. 1 through MarriottMillionPoints.com.
Highlighting the campaign, Mandy Gill, Managing Vice President, Brands, Marketing, and Digital, U.S. and Canada at Marriott International, said: “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. 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 across our global portfolio.”
Loyalty continues to influence travel decision-making. More than half (52%) of Americans are enrolled in at least one hotel loyalty program, and 80% believe such programs make it easier to achieve their travel goals through perks like free stays and upgrades. Cost-saving benefits remain important, with 49% citing loyalty as a useful tool for reducing travel expenses. Millennials, in particular, value their time away – 70% said they would rather give up dining out for six months than give up a vacation.
Marriott Bonvoy’s global portfolio now includes more than 9,700 properties, offering a broad mix of city hotels, extended-stay options, outdoor-focused properties, and resort destinations. Examples highlighted in the survey announcement range from the New York Marriott Marquis and AC Hotel Downtown Los Angeles to Postcard Cabins Shenandoah and The Westin Bora Bora Resort & Spa.
The sweepstakes launch coincides with Marriott Bonvoy’s integration into “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2026,” positioning travel as a key resolution for the year ahead. The event airs live on ABC on Dec. 31, 2025, and will re-air the following day on Hulu.
Tags: Mandy Gill, Marriott International, Survey
