NEW YORK, April 23, 2026 – Consumers are navigating inflation and cost pressures by spending selectively this summer, cutting back in some areas to prioritize meaningful experiences.
Sixty percent of Americans plan to travel this summer, with nearly four in ten anchoring their plans around a desire for a specific experience, according to the Consumer Pulse Summer 2026 Survey released by KPMG LLP, the U.S. audit, tax and advisory firm, and incorporating additional data from consumer intelligence firm CivicScience.
"We're seeing a consumer who has done their homework. They know exactly what they want, whether that is a sporting event, concert, or vacation, and they're making trade-offs in their daily lives to make that a reality," said Duleep Rodrigo, KPMG U.S. Sector Leader, Consumer, Retail & Hospitality. "Even with higher gas prices, consumers are determined to keep their travel plans intact while demanding more value for every dollar they spend. When consumers are this deliberate, brands have less room to be vague. They must be explicit about what experience they're offering and why it's worth choosing."
Key travel survey findings include:
“When every dollar has to work harder, consumers are turning to AI to make sense of their options – and by the time they reach a hotel or airline, the shortlist is already set,” said Braden Mark, KPMG U.S. Partner, Travel, Leisure, & Hospitality. “The brands that recognize that are showing up earlier, shaping discovery rather than just competing at the moment of conversion.”
“Wellness spending is stratified, with younger generations prioritizing mental health and older generations doubling down on physical fitness,” said Julia Wilson, KPMG U.S. Principal, Consumer & Retail Strategy. “What cuts across every age group is a shift toward everyday essentials that feel affordable and impactful. Brands that understand where they fit in that priority set will be better positioned to hold their place in the basket.”
About the KPMG Consumer Pulse Summer 2026 Survey
The KPMG Consumer Pulse Summer 2026 Survey is based on a collaboration between KPMG and CivicScience. The report integrates two survey periods: a KPMG survey of 1,544 consumers across the U.S. from February 27, 2026, to March 18, 2026, and a CivicScience survey of 868-3,432 respondents from March 1-March 23, 2026.
About KPMG LLP
KPMG LLP is the U.S. member firm of the KPMG global organization of independent member firms providing audit, tax and advisory services. The KPMG global organization operates in 138 countries and territories and has more than 276,000 people working in member firms around the world. Each KPMG firm is a legally distinct and separate entity and describes itself as such. KPMG International Limited is a private English company limited by guarantee. KPMG International Limited and its related entities do not provide services to clients.
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