Tourism Research
The State of the American Traveler in October 2026 — Financial Confidence Slips a Third Month While Travel Holds, and AI Finds Its Place in the Later Side of the Planning Process
Household financial confidence has fallen for three consecutive months and recession expectations are climbing again, yet trip-taking remains well ahead of last year and holiday calendars are filling. For travel marketers, the most useful material this month is new: a…
The State of the American Traveler in September 2026 — Recession Concerns Creep Back Up as Spontaneous Travel Surges and AI Planning Hits New Highs
Recession expectations turned back up after two calmer months and financial optimism softened, yet trip-taking rose again and the forward calendar refilled. The more consequential shifts for travel marketers sit in how travelers decide: impulse trips have climbed to a…
Mapping Your Place in Travelers’ Minds
A question worth thinking about: do travelers actually see your destination as different from the places you compete against? You likely know how travelers rate you on food, or outdoors, or family appeal. That tells you about level, not position — and position…
The State of the American Traveler in August 2026 — Sentiment Softens but Travel Holds, Booking Windows Compress as Road Preferences Gain
Financial confidence and travel budgets soften despite recession fears easing. Fortunately, travel behavior holds its ground although the more consequential shift for marketers include a planning window that keeps compressing.
The State of the American Traveler in July 2026 — Sentiment Snaps Back, Budgets Roar Back, and the World Cup Takes Center Stage
Confidence erases last month’s slide in a single wave, travel budgets swing back toward record territory, and World Cup interest surges as the tournament reaches full swing — but fuel costs remain a genuine, if easing, drag on the summer…
The State of the American Traveler in June 2026 — Recalibrating, Not Retreating as Travel Still Winning in Financial Tradeoffs. Welcome World Cup!
Even as cost pressures mount, American travelers are showing a clear and consistent preference for protecting their travel plans over cutting other discretionary spending. This is the defining behavioral pattern of summer 2026 — and it holds even in a…
The State of the American Traveler in May 2026 — Recession Fears Ease Somewhat, FIFA Fever Builds, and Gas Prices Become the New Drag
Travel demand holds steady as economic anxiety recedes, but rising fuel and airfare costs may temper summer spending
Too Pricey to Visit but Still on Everyone’s List?
In the current economic climate—marked by sustained feelings of uncertainty and price sensitivity—affordability has become a central theme in both discourse about travel destinations and actual consumer decision-making.
The State of the American Traveler in March 2026—Stabilizing Finances; Record Travel Budgets; Strong Summer Travel Intent
As American travelers move deeper into 2026, financial sentiment shows signs of stabilizing even as caution about the year ahead persists. Despite this measured outlook, commitment to travel remains strong.