Consumers are dealing with inflation and cost pressures by spending selectively this summer, cutting back in some areas to prioritize meaningful experiences, according to the Consumer Pulse Summer 2026 Survey released by business services provider KPMG.
Six in 10 consumers in the United States plan to travel this summer, with almost 40% anchoring their plans to a specific experience. Still, of consumers planning to travel, 38% are seeking out cheaper alternatives where possible.
To accommodate summer plans, KPMG indicated, consumers are limiting food and beverage spending. Although wellness remains important, even spending in the category reflects a similar selective mindset, with a heavy focus on everyday essentials.
In their travels, KPMG noted:
- To save money, consumers are favoring shorter trips of one to three days over week‑long stays and prefer to travel by car (62%), followed by plane (51%).
- Consumers are also pulling back on spending, with 69% planning to remain in the U.S., while 21% are planning international trips, down from 28% in 2025.
- A substantial proportion of consumers, at 27%, are using AI tools when planning trips, up from 14% two years ago.
Hotels remain the most popular accommodation overall, at 55%, though higher‑income households show a greater-than-average preference for vacation rentals, at 32%, while lower‑income travelers prioritize staying with friends or family, at 38%.
“We’re seeing a consumer who has done their homework,” said Duleep Rodrigo, KPMG U.S. sector leader, consumer, retail and hospitality. “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. 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.”
