2026年夏季旅行：成本如何影响夏季旅行

Polling byMorning Consulton behalf of theAmericanHotel & Lodging Association J ULY2 0 2 6 © 2026 Morning Consult. All RightsReserved. Objectives Measure traveler sentiment around travel costs and how rising costs areimpacting their decisions Methodology This poll was conducted between June 15-June 17, 2026, among asample of 2,201 Adults. The interviews were conducted online, and thedata were weighted to approximate a target sample of Adults based ongender, age, race, educational attainment, region, gender by age, andrace by educational attainment. Results from the full survey have amargin of error of plus or minus 2 percentage points. OVERVIEW Executive Summary Travelers feel the squeeze from higher prices, but most are adapting their plans (e.g., choosing closer, cheaper options andtrading downin hotels) rather than canceling trips. •Costs are up, but most people still plan to go.A majority (57%) of adults say summer travel feels more expensive than last year, yetmany still consider taking a trip important this year.•People adapt by changing the trip, not skipping it.The top cost management tactics are choosing a less expensive destination(33%) and traveling closer to home (33%), followed by driving instead of flying (30%). Only 18% are canceling or postponing thetrip.•Lodgingtrade-down is visible.Many plan to choose more budget-friendly hotels or prioritize properties with included amenities likebreakfast. This may shift revenue toward midscale and select-service brands.•Transportation costs shape decisions.Elevated airfares and gasoline prices help explain the shift to closer, drive-to trips andcheaper destinations, even as gas prices have eased month over month (BLS CPI release;AAA Fuel Prices). The Prices Driving TravelDecisions THE PRICES DRIVING TRAVEL DECISIONS Travel inputs remain elevated, keeping value top of mind Airfare and fuel costs are high enough to influence how and where people travel, even as gas prices ease month to month. Thisbackdropfavors drive-to trips, closer destinations, and hotel options that deliver clear value. •Airfares remain elevated year over year.Airline fares rose 26.7% vs. last year in May 2026, and “lodging away from home” alsoincreased month over month. This helps explain plans to drive, pick closer destinations, or seek value brands (BLS CPI release). •Gas prices are lower than last month but higher than a year ago.The national average was about $3.93 per gallon on June 23,2026, down versus a month earlier but above last year. Month-to-month relief may slow, but not reverse, the shift toward shorter, closertrips (AAA Fuel Prices). •Inflation keeps budgets tight and value in focus.Energy-related travel costs have risen more than 20% year over year, whichpushes travelers to look for clear value and simple savings (BLS Economics Daily). Perceived Costs AndWillingness To Travel Most adults say summer travel is more expensive than last year A majority notice higher travel costs, with the strongest pressure among middle-income households. This creates momentum for cost-saving adjustments rather than outright cancellations. •Most adults feel prices are up.Fifty-sevenpercent say summer travel is more expensivethan last year. This signals broad pricepressure on planning and budgets. •Middle-income travelers feel the squeezemost.Sixty-three percent of those earning$50k–$100k say “more expensive” vs. 57%overall, while 52% under $50k say the same.Expect more cost-saving adjustments fromthe middle market to keep trips feasible. Younger and higher-income adults still prioritize a trip despite higher prices Most still want to travel, led by younger and higher-income adults. The opportunity is to help them fit trips to today’s priceswithoutsacrificing experience. •Travel remains a priority despite higherprices.Sixty-nine percent say taking asummer trip is important this year,highlighting that demand is resilient even asbudgets tighten. •Younger adults are most determined totake a trip.Net Important is 75% among GenZ and 78% among Millennials, compared with61% among Boomers. •Income shapes travel plans.Net Importantreaches 88% among $100k+ households vs.62% under $50k. This points to a two-trackmarket: affluent travelers protect the trip;lower-income travelers need concretesavings to stay in. How Travelers AreAdapting Plans Travelers reshape trips rather than cancel outright Adjustments like picking cheaper or closer destinations and driving instead of flying are more common than canceling. •People reshape the trip to fit the budget.Thirty-three percent choose less expensivedestinations or stay closer to home, while30% shift from flying to driving. This willredirect demand toward value destinationsand nearby, drive-to markets. •Trips get shorter and more resourceful.Twenty-six percent plan to shorten the tripand 26% plan to stay with friends or family. •Repeattravelers adapt more aggressively.Every cost-management tactic is higheramong repeat traveler