Americans are increasingly feeling the financial strain of travel, but new research from Longwoods International suggests that rising costs have not displaced vacations from the priority list. In a September 2026 tracking study, 75 percent of travelers said they believe travel is becoming too expensive, up from 64 percent a year earlier. Yet 81 percent said vacations are among the things they most look forward to each year, while 55 percent said they are willing to reduce spending in other areas to fund their trips.

The study also points to the emotional value travelers place on time away. Seventy-four percent said the experiences gained through travel are more important to them than acquiring additional material belongings, while 84 percent said traveling with friends and family brings them closer together, up from 78 percent a year ago. At the same time, near-term travel planning has softened somewhat, with 87 percent reporting trips planned within the next six months compared with 93 percent last October. The survey was conducted September 1–4 among 1,000 U.S. adults, with demographic quotas designed to reflect the U.S. population.

The Curated Take: The numbers suggest that the travel conversation is shifting from whether Americans want to travel to what they are willing to give up to keep traveling. Rising costs may be forcing more deliberate choices, but the willingness to redirect spending toward experiences indicates that travel remains tied to something deeper than discretionary consumption. For the industry, that could mean greater emphasis on the emotional and relational value of a trip, particularly when travelers are making harder decisions about where their money goes.