Nearly three-quarters (71%) of U.S. adults plan to spend the same or more on summer travel compared to last year, while 34% expect to travel over Memorial Day weekend, spending an average of $898 on the holiday trip.
The survey found that younger generations are leading the travel surge. Nearly half of Gen Z respondents and 43% of millennials said they planned to travel for Memorial Day weekend, significantly outpacing older consumers.
PwC said many of those travelers appear to have already mapped out their broader summer plans, with Memorial Day travelers more likely to have booked early and planned three or more trips for the season.
Overall summer travel spending is expected to average more than $2,800 per adult, according to the survey, with transportation accounting for the largest share at $699, followed by hotels at $605 and food and dining at $400. Spending on nontraditional lodging options such as vacation rentals and apartment stays averaged $217.
The survey also highlighted ongoing economic caution among some consumers. Nearly (24%) of respondents said they planned to spend less on travel this summer because of higher everyday costs and a focus on saving money or paying down debt. Rather than canceling vacations entirely, respondents said they were more likely to shorten trips, cut back on dining out or travel closer to home.
Generational differences also emerged in spending strategies. Gen Z respondents were more likely to trade down on accommodations, while millennials were more likely to book early to secure discounts.
The report also pointed to growing adoption of AI in travel planning. Nearly half (45%) of respondents said they were familiar with AI agents for travel booking, including 55% of Gen Z consumers and 60% of millennials.
Among respondents, 44% said they often or always use AI tools to compare prices and find discounts, while 42% use them to research destinations and travel options. One-third said they use AI agents or bots to book portions of their trips.
PwC said travelers planning to spend more this summer were significantly more likely to rely on AI for trip planning, booking and price comparisons, signaling what the firm described as a growing opportunity for travel and consumer brands to increase visibility within AI-driven discovery platforms.
Tags: PwC
