A new survey out of Atlanta-based behavioral data company Fullstory paints a pretty clear picture of where travel demand sits heading into the back half of 2026. People still want to go places, but they’re watching their money more closely than before. The survey pulled responses from more than 1,000 U.S. consumers and looked at booking habits, cost sensitivity, and how people are planning trips right now.
Seventy percent of respondents said they traveled in the past year or are planning to travel this year, which is a solid number given how much economic noise there’s been. That said, 33 percent reported cutting travel budgets or shortening trips, and 31 percent said they’re booking earlier specifically to get ahead of expected price increases. Another 20 percent have shifted to driving instead of flying.
Hidden fees came in as the single biggest frustration, cited by 61 percent of respondents. Delayed customer service was second at 37 percent, and late-stage price changes bothered 31 percent. That last one stings in a particular way. People can plan around a high price, but finding out the price changed after they’ve already committed is a different kind of aggravation.
Nearly 70 percent of consumers said they’d switch travel brands if they had a bad digital booking experience. That’s not a small number, and it lines up with what the fee frustration data is suggesting. Friction in the booking process, whether it’s surprise charges or a clunky interface, has real consequences for loyalty.
“As costs rise and budgets tighten, consumers are still planning to travel, but they are making more deliberate decisions about when, how and where they spend,” said Jason Wolf, Fullstory’s president. “More intentional demand means that success will be defined less by volume and more by precision. The travel brands that can deliver the right experience at the right moment — while removing friction and building trust — will be best positioned to win market share and customer loyalty.”
Older travelers are holding steadier than younger ones. Twenty-five percent of Baby Boomers and 18 percent of Gen X respondents said they’ve made no changes to their travel behavior, compared with 14 percent of Millennials and just 8 percent of Gen Z. Gen Z travelers are adjusting the most.
Search engines led the way for trip planning at 53 percent, followed by online travel agencies at 51 percent and direct airline or hotel websites at 44 percent. AI tools — ChatGPT, Claude, and similar platforms — were cited by 15 percent of respondents as a starting point for travel research. Gen X came in highest on AI usage at 19 percent, slightly ahead of Millennials at 17 percent and Gen Z at 15 percent, which runs counter to what you might expect.
Price and value topped the list of what people care about most when making travel purchases, cited by 77 percent of respondents. Customer service quality came second at 51 percent, and booking convenience landed at 48 percent.
Travel Demand By the Numbers
Demand & Travel Behavior
- 70% of respondents traveled in the past year or plan to travel this year
- 33% are shortening trips or cutting back on travel budgets
- 31% are booking earlier to get ahead of anticipated price increases
- 20% have switched to alternative transportation, such as driving instead of flying
Top Frustrations
- 61% cited hidden or unexpected fees as their #1 frustration
- 37% flagged delayed customer service
- 31% said late-stage price changes
Brand Loyalty & Digital Experience
- Nearly 70% would switch travel brands after a negative digital booking experience
How People Plan Trips
- 53% start with search engines
- 51% use online travel agencies
- 44% go directly to airline or hotel websites
- 15% use AI tools (ChatGPT, Claude, etc.) as a starting point
What Matters Most When Booking
- 77% price and value
- 51% customer service quality
- 48% booking convenience
Generational Differences — Who’s Not Changing Travel Plans
- 25% of Baby Boomers
- 18% of Gen X
- 14% of Millennials
- 8% of Gen Z
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