Travelers are still taking vacations in 2026, but the way they plan and pay for them is changing. Higher airfare, rising everyday expenses, and greater awareness of total trip costs are pushing consumers to look harder for value before they book.
A recent study from Deloitte shows the pressure clearly. Only 45% of Americans surveyed planned a summer vacation involving paid lodging in 2026, the lowest level recorded in the survey’s six-year history. Affordability was a major reason some travelers decided to stay home. Yet demand has not disappeared. A July report from the American Hotel & Lodging Association found that 56% of Americans still planned to take a summer trip, even though 57% said travel costs more than a year earlier.
The result is a more value-conscious traveler.
Airfare Is Changing the Vacation Equation
Airfare has become one of the biggest pressures on vacation budgets. Recent reporting indicates that U.S. airfares were up 25.5% year over year, with higher fuel costs, reduced routes and additional airline fees contributing to the increase.
When flights consume more of the travel budget, consumers have to make decisions elsewhere. Some are choosing less expensive accommodations, reducing baggage, using loyalty points, changing destinations or traveling during less expensive periods.
Instead of asking only, “Where do I want to go?”, travelers are increasingly asking, “What can I get for my budget?”
Last-Minute Deals Are Becoming More Attractive
The search for value is changing booking behavior. A survey of 2,000 Americans found that 43% had booked a vacation within two weeks of departure, with previous last-minute travelers reporting average savings of USD 785.
For flexible travelers, waiting for deals can mean better rates, though availability of popular destinations, room categories and preferred dates may be limited. Flexibility can therefore become an economic advantage.
Travelers Are Comparing the Entire Vacation
Another change is how consumers define a “good deal.” The cheapest hotel room is not necessarily the cheapest vacation. Travelers also have to consider meals, transportation, resort fees, entertainment and activities.
A package combining several elements can be easier to evaluate than a collection of separate bookings. This is one reason promotional resort packages are becoming relevant to value-focused travelers. Rather than looking only at the nightly room rate, consumers can compare the overall proposition, including the destination, accommodation, resort experience and terms attached to the offer.
The key is examining what is actually included. A low advertised price does not automatically represent good value if significant costs are added later.
Flexibility Creates More Options
Travelers who can adjust their dates or destinations have an advantage. Shifting from peak periods to shoulder seasons can reduce accommodation and airfare costs, while choosing nearby destinations can lower transportation expenses.
This flexibility is especially useful for resort vacations, allowing travelers to compare destinations and packages before booking. Even families with limited flexibility may save by shifting their trip by a few days.
The Hospitality Industry Is Responding
Value-conscious travelers are creating opportunities for hotels, resorts and travel companies. Businesses now compete on more than room rates, with promotions, loyalty benefits, packages, experiences and flexible booking options influencing purchasing decisions.
Expedia’s 2026 research highlights the growing importance of personal value and relevant offers. For resorts, promotions can attract new customers and generate demand during weaker periods.
However, transparency matters: with more reviews and comparison tools available, a promotion may win the click, but the actual experience determines whether travelers see it as worthwhile.
Value Does Not Mean Cheap
There is an important distinction between cheap travel and value-driven travel. A cheap vacation minimizes the upfront price; a value-driven vacation considers what the traveler receives in return for the total amount spent.
That could mean paying more for a resort whose amenities would otherwise cost extra, choosing a slightly more expensive destination because transportation is easier, or selecting a promotional package that delivers a better overall experience than booking individual components separately.
What Comes Next for Vacation Deals?
Travel demand has not disappeared because prices have increased. Travelers are simply adapting by comparing more options, watching prices more closely and looking for ways to turn a fixed vacation budget into a better overall experience.
For travel companies, this means value needs to be communicated clearly. For consumers, it means looking beyond the headline price and comparing the complete vacation experience.
Value may become one of the most important competitive factors in the travel industry through the rest of 2026.
Blog received via e-mail
