PwC Survey Highlights Memorial Day as Key Indicator for 2026 Summer Travel Trends
A recent survey by PwC indicates that Memorial Day weekend is a significant predictor of summer travel trends in 2026. The survey, which included over 2,000 U.S. adults, reveals that 34% plan to travel over the holiday, with an average spend of $898 per traveler. Younger generations, particularly Gen Z and millennials, are leading this trend, with 49% and 43% planning to travel, respectively. The survey also highlights that Americans expect to spend over $2,800 per adult on summer travel, with major expenses allocated to transportation, hotels, and dining. The data suggests a growing reliance on artificial intelligence for travel planning and purchasing, with many using AI tools for price comparisons and booking.