ATLANTA, Georgia—Fullstory released the results of its 2026 Travel & Hospitality Survey, which explored shifting travel behaviors, booking preferences, and experience expectations among more than 1,000 U.S. consumers.
Key Findings
- 70 percent of respondents traveled in the past year or plan to travel this year.
- 61 percent of respondents cited hidden or unexpected fees as their top frustration when booking travel.
- 33 percent of respondents said they are cutting back on budgets or shortening trips.
- 31 percent of respondents said they are booking earlier to avoid price increases
“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, president, Fullstory. “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.”
Travel Demand is Holding Strong
Despite economic pressure, travel demand remains resilient, with 70 percent of respondents indicating recent or planned travel activity. However, consumers are showing greater cost sensitivity and planning discipline, optimizing timing and budgets, to maintain their current travel frequency.
In addition to booking earlier and reducing the duration of trips to avoid higher prices, 20 percent of consumers are choosing alternate travel options, such as driving instead of flying.
Consumers over the age of 45 are least likely to adjust plans in response to rising costs, with 25 percent of Baby Boomers and 18 percent of Gen X reporting no changes to travel behavior, compared to 14 percent of Millennials and 8 percent of Gen Z.
Traditional Planning Tools Still Win With Travelers
Consumers continue to rely on established digital channels when planning travel:
- Search engines (53 percent)
- Online travel agencies (51 percent)
- Direct airline or hotel websites (44 percent)
But AI tools such as ChatGPT and Claude are beginning to enter early-stage travel planning, with 15 percent of respondents using AI platforms to start their search, including 19 percent of Gen X, 17 percent of Millennials, 15 percent of Gen Z, and 4 percent of Baby Boomers.
Rising costs and uncertain economic futures contribute to the value of streamlined, flexible booking experiences. The most important factors influencing consumer travel decisions were:
- Price/value (77 percent)
- Customer service quality (51 percent)
- Convenience of booking (48 percent)
When asked what would incentivize them to book directly with airlines or hotels, respondents cited lower or price-matched pricing (44 percent), faster booking experiences (19 percent), and loyalty perks or exclusive offers (19 percent).
Poor Booking Experiences and Hidden Costs Drive Consumers Away
The survey highlighted persistent friction across the booking process. Nearly 70 percent of respondents said they would be likely to switch travel brands after a negative experience, emphasizing the importance of providing a seamless customer journey.
Top pain points include:
- Hidden or unexpected fees (61 percent)
- Delayed or unhelpful customer service (37 percent)
- Limited availability or inventory issues (34 percent)
Booking abandonment is also common, with 31 percent of consumers citing last-stage price changes as the reason they fail to complete purchases, while 24 percent leave to compare options and do not return.
Personalization Must Deliver Savings and Simplicity
Consumers are receptive to personalization, but they want tangible benefits rather than inspirational recommendations.
More than half of respondents (55 percent) said personalized pricing, discounts, or bundled offers would be the most impactful way to improve their travel experience, showing that cost savings remain the strongest driver of perceived value. Fewer respondents prioritized destination recommendations (41 percent) or content-based suggestions (26 percent), signaling that personalization is more effective when it directly supports decision-making and affordability.
When asked which digital tools matter most throughout the travel experience, consumers cited features that improve convenience and visibility, including mobile boarding passes and check-in (63 percent), real-time alerts and notifications (56 percent), and centralized itinerary management (49 percent).
