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Key takeaways:
71% plan to spend the same or more on travel compared with last summer.
On average, those planning to go somewhere over Memorial Day weekend expect to spend $898 in total on travel.
Memorial Day travelers booked early and plan to take three or more summer trips.
The bags are packed. The hotels are booked. For millions of Americans, summer starts now. Memorial Day weekend has long served as the season’s opening chapter, and this year’s data suggests consumers are ready to spend. Seventy-one percent of US adults plan to spend the same or more on summer travel as they did last year, younger generations are planning multiple trips, and AI tools have become a regularly used research channel for many people. The summer of 2026 is shaping up to be a strong one for travel and consumer companies.
Memorial Day travelers are leading indicators of summer spending
According to PwC’s US Consumer Poll on Summer Spending, 34% of adults plan to travel over Memorial Day, expecting to spend an average of $898 on the long weekend, and the generations driving that number are clear. Close to half of Gen Z (49%) and 43% of millennials plan to take a trip, far outpacing older generations. Many have probably already planned and budgeted for the whole summer, whether that means a vacation or a kid's sports tournament. Gen X, while less likely to travel over Memorial Day weekend, tends to concentrate spending on fewer, higher-value trips later in the season, prioritizing comfort and experience.
Summer spending adds up
This summer, on average, Americans plan to spend more than $2,800 on travel, with transportation ($699), hotels ($605), and food and dining ($400) leading the way. Notably, spending on nontraditional lodging such as vacation rentals and apartment stays was relatively low at $217, a potentially encouraging sign for the hotel industry. How much Americans spend, predictably, tracks with household income, driving travel frequency, budget size, and overall optimism about the season ahead.
Budget-conscious consumers are finding ways to do more with less
Not every American is spending freely this summer. Twenty-four percent of respondents plan to spend less on travel this summer compared to last year, citing the high cost of everyday expenses and a focus on saving money and paying down debt. It’s part of the broader K-shaped economic trend shaping the summer’s spending picture. But scaling back doesn’t mean opting out. The more common strategies are taking shorter trips (45%), spending less on eating out (44%), and traveling closer to home (42%). Only 18% plan to delay or skip certain trips entirely.
Generational differences show up here too. Gen Z respondents are more likely to trade down on accommodations, while millennials are more likely to book early to lock in discounts—different approaches to the same goal of making the most of a tighter budget.
Sports fans are watching and betting big
Soccer’s main international event is coming to North America this summer, and consumer interest is high. Fifty-nine percent of Americans surveyed plan to watch or follow the championship, including 81% of Gen Z respondents and 71% of millennials, with Gen X (55%) and baby boomers (35%) trailing behind. Eleven percent plan to attend a game in person, expecting to spend an average of $379 on tickets, plus $328 on travel costs, and $311 on hotels.
Engagement with sports goes beyond the stands. Fifty-eight percent of respondents plan to participate in gambling or prediction markets during the tournament, nearly identical to the number of respondents planning to follow the games at all. Among that group, 34% plan to bet at least $250, with millennials the most likely to spend at 45%. AI is playing a role here too. Among the 35% of fans using or planning to use AI tools to research soccer, 17% say they've used it to inform their wagers.
Are AI agents the new travel agents?
Growing comfort with AI is increasingly changing how people plan trips. Among survey respondents, 44% say they often or always use AI tools to compare prices and look for discounts, 42% use them to research destinations and travel options, and one-third use AI agents or bots to book parts of their trips.
AI is also shaping how people shop, with 48% of people using AI tools for general shopping. One in four uses it to research products, 22% use it to compare prices, 19% to find new brands, and 18% to get personalized recommendations.
Across both travel and shopping, Gen Z and millennials lead in adoption and usage tracks closely with spending. Those planning to spend more this summer are significantly more likely to rely on AI for planning, price comparison, and booking. For travel and consumer companies, the message is becoming clearer: Brands that are more visible within AI-driven discovery channels may have an advantage in reaching the consumers most likely to spend.
The summer window is wide open
The data points to who is ready to spend, what they want, and how to reach them. Memorial Day travelers said they booked early and plan to take multiple trips. AI has become the research and booking tool of choice for the consumers most likely to spend freely. And the summer season is just getting started.
About the survey
PwC surveyed 2,060 adults ages 18 and older on topics related to summer travel plans, seasonal spending and shopping habits in the US between April 14 and 16, 2026.
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