Americans are chasing deeper connections, immersive journeys and a renewed sense of well-being when it comes to their 2026 travel goals, with more than half (55%) saying they hope to spend more time with loved ones, and many (46%) saying they look forward to trying new dining experiences when traveling in the coming year. Carving out time to rest and recharge may also be a priority, as 57% say it is the most meaningful benefit they experience through travel. Nearby adventures and convenience are top of mind, with domestic road trips and local weekend getaways (44% each) topping 2026 travel wish lists.
“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, and Marriott Bonvoy is uniquely positioned to help bring those plans to life,” said Mandy Gill, managing VP, brands, marketing, and digital, U.S. and Canada, Marriott International.
In addition, the survey data shows that hotel loyalty programs are important, helping travelers turn their travel resolutions into reality. More than half (52%) of Americans are currently enrolled in at least one hotel loyalty program, and these memberships may be essential for them to reach their travel goals. Nearly half (49%) cite a smart way to save money on travel as one of the biggest benefits of hotel loyalty programs, and 80% say they believe the programs make it easier to turn travel desires into reality through perks such as free stays and upgrades. Millennials (ages 29-44) show strong commitment to their time away, with 70% saying they would rather give up dining out for six months than give up a vacation.
This survey was conducted online within the U.S. by The Harris Poll on behalf of Marriott Bonvoy from Nov. 18-20, 2025, among 2,090 U.S. adults ages 18 and older, among whom 1,049 are hotel loyalty program members
Tags: Marriott Bonvoy The Harris Poll survey Mandy Gill, Marriott International
