A new Marriott Bonvoy survey conducted by The Harris Poll shows that 91% of Americans plan to travel in 2026, signaling continued demand for leisure experiences and indicating opportunities for outdoor hospitality operators as consumers emphasize road trips, local getaways, and meaningful time with loved ones in the year ahead.
Marriott Bonvoy reported that nearly half of respondents, or 49%, plan to travel more in 2026 than they did in 2025. The findings suggest that travel remains a priority for consumers as they set new-year intentions.
The survey showed that two-thirds of Americans, or 67%, intend to prioritize experiences such as travel over material purchases in 2026. The data reflects growing interest in meaningful, experience-driven activities.
Respondents also indicated that deeper connections and immersive journeys are key motivations for upcoming travel. More than half, or 55%, said they hope to spend more time with loved ones while traveling in 2026.
Dining experiences remain an area of strong interest, with 46% of respondents saying they look forward to trying new dining options during trips in the coming year.
Rest and recovery continue to influence travel decisions. The survey found that 57% identify the opportunity to rest and recharge as the most meaningful benefit associated with travel.
Outdoor-oriented and drivable trips appear well positioned for continued demand, as domestic road trips and local weekend getaways each ranked as top choices for 44% of respondents.
Marriott Bonvoy announced the launch of its New Year’s Eve Sweepstakes to support travelers planning their 2026 trips. The initiative will award 1 million Marriott Bonvoy points to five members.
The company said the points can be redeemed across a range of destinations, including properties such as The Westin Bora Bora Resort & Spa, Postcard Cabins Eastern Catskills, AC Hotel Burlington, and Renaissance Nashville Downtown.
According to Marriott Bonvoy, members can enter the sweepstakes from December 22 through January 1 at MarriottMillionPoints.com. The program is free to join and allows travelers to earn and redeem points for hotel stays and other experiences.
“Many Americans are heading into the new year wanting to travel more than they did this past year, fueled by a desire for deeper connection, new discoveries, and more meaningful experiences. Marriott Bonvoy is uniquely positioned to help bring those plans to life,” said Mandy Gill, managing vice president, Brands, Marketing, and Digital, United States and Canada at Marriott International.
According to a press release, Gill said the sweepstakes provides an opportunity for travelers to pursue “unforgettable getaways, bucket list adventures, or dozens of nights across our variety of brands” using points from the Marriott Bonvoy portfolio.
The survey found that hotel loyalty programs play a central role in supporting travel goals. More than half of respondents, or 52%, are currently enrolled in a hotel loyalty program.
Nearly half, or 49%, said saving money is a primary benefit of these programs, while 80% believe that loyalty memberships make it easier to fulfill travel plans through perks such as free stays and upgrades.
The survey also highlighted trends among millennials ages 29 to 44. Seventy percent said they would prefer to give up dining out for six months rather than forgo a vacation, indicating strong commitment to leisure travel among this demographic.