06/02/2026
Is travel demand up? Is travel demand down?
It seems like projections are changing every week. It's important to be prepared for either situation.
Deloitteโs latest Summer Travel Survey reveals a striking shift in traveler behavior: summer travel intent has fallen to its lowest level in six years, with only 45% of Americans planning a summer vacation that includes paid lodging. Yet the story is far more nuanced than declining demand.
๐น Travelers are spending more: Average spend on the longest summer trip is projected to reach $4,069, up 17% year over year.
๐น Experience still wins: Many guests are choosing upgraded airfare, better hotel locations, and more premium accommodations despite higher prices.
๐น Younger travelers are driving trends: Millennials and Gen Z plan to travel more, spend more, and increasingly rely on GenAI and short-form video content for trip planning.
๐น Bleisure continues to grow: 34% of travelers expect to work during their longest summer trip, creating opportunities for hotels to enhance work-friendly guest experiences.
For hoteliers, the challenge is not simply attracting demand. It is delivering compelling value. As travel becomes a more intentional purchase, guests are prioritizing experiences that justify the investment.
The opportunity lies in personalized offers, premium upgrades, seamless technology, and memorable guest experiences that strengthen loyalty and drive revenue growth.
Virdee is there to ensure the guest journey starts off on the right foot. Check in should be easy, quick, and not include standing in any line.