The data: More Americans plan to travel this summer compared with last year, according to a Numerator report.

• 78% plan to take a trip this summer, compared with 61% who did so in 2025.
• The trend holds true across generations, with millennials (83%), Gen Zers (78%), Gen X (75%), and Boomers (75%) showing strong intent to travel.

Zoom in: For the time being, rising gas prices and airfares are not deterring the majority of consumers from their travel plans.

• Cars and airplanes are the two most popular travel methods by a significant margin, with two-thirds of would-be vacationers expecting to drive to their destination and 42% planning to fly.
• More than 1 in 5 travelers (22%) plan to travel abroad, a 10-point increase YoY, and that’s despite a 14% rise in the average round-trip international fare, per Kayak.

Still, budget concerns are creeping in for some. About 10% of travelers planning to use non-flight modes of transportation initially intended to fly but changed their plans due to rising costs, per Numerator’s survey. Additionally, travel spending is stagnating among lower-income consumers, while middle- and higher-income households are increasing their vacation budgets, according to data from Bank of America.

Implications for retailers: Healthy travel demand is an important tailwind for retail spending. Travelers boost spending not only at their destinations but also at local retailers as they prepare for trips. US consumers spend an average of $660 on categories like apparel, beauty, and electronics in the lead-up to their journeys, and the majority make post-trip purchases, according to Expedia Group.

At the same time, this year’s World Cup could offer a much-needed lift to retailers and hospitality operators. Even if international visitors steer clear, an increase in domestic tourism during the summer months could offset weaker performance later in the year.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.