The skies and the roads for airline and hospitality marketers were a little bumpy at the start of the year and it’s likely to remain that way.
Consumer spending on travel increased across every category in the first seven weeks of 2026 compared to the same period last year, according to transaction data from Attain.
Airline spending per consumer rose 14% to $346, rental cars climbed 14% to $504, and “other travel” surged 17% to $324. Hotels posted the most modest gain at 6%, reaching $396 per consumer.
But the year-over-year growth masks a more complex story about how Americans are actually traveling. Throughout 2025, average transaction sizes declined across most categories even as total spending increased, suggesting consumers are taking more trips but spending less per booking—a pattern that points to sustained travel demand coupled with aggressive value-seeking behavior.
Airline ticket prices dropped from an average of $159.66 per transaction in Q1 2025 to $145.25 by Q4 2025, yet total annual spending per traveler climbed from $332.60 to $383.87, Attain found. Hotel bookings showed a similar pattern, with average transaction sizes falling from $164.12 to $143.93 while total spending increased from $379.25 to $438.21.
Rental cars bucked the trend with relatively stable transaction sizes around $186, but total spending surged from $447 in Q1 2025 to $597 by year’s end — a 34% increase driven by higher transaction frequency.
“With over half of travelers saying the cost of a flight is the most important factor when choosing a destination, it is safe to say that the economy is absolutely affecting travel in 2026,” says Laura Boberg, account director at True Media. “The consumer mindset is changing around travel, seeking out experiences with intention and authenticity. Both time and money are important currency, and travelers are setting a tone for how they spend both.”
Attain’s findings suggest consumers are optimizing around price sensitivity without abandoning travel entirely. Rather than cutting trips, they’re booking cheaper flights more frequently, potentially taking advantage of off-peak pricing, budget carriers, or shorter-haul destinations that reduce per-ticket costs while maintaining travel frequency.
The demographic breakdown reveals sharp distinctions in how different income segments approach air travel. Middle-income travelers ($50-100k annually) spend $412 on average for airline tickets—15% more than low-income travelers at $359. High-income travelers ($100k+) spend $399, just 11% above the low-income baseline.
The pattern suggests middle-income consumers may be stretching budgets to maintain travel habits, while higher earners are either trading down to economy options or simply not flying as frequently as their income would traditionally predict.
“Other travel” categories show a more modest but still positive income gradient. For instance, high-income travelers spent just 10% more ($395) than low-income travelers ($360).
Age data reveals travelers aged 45-54 represent the premium airline customer, averaging $405 in spending, which was the highest of any age group. Spending patterns show younger travelers aged 25-34 and 35-44 spend 27% and 23% less, respectively, than the 18-24 baseline, with the 45-54 cohort emerging as the sweet spot before spending declines again among travelers 55 and older.
The Attain finding identifies mid-career professionals as the most valuable airline customers, which likely reflects a combination of business travel obligations and peak earning years that support both professional and leisure flying.
The finding runs counter to conventional wisdom about retirees as premium travel customers and suggests younger consumers may be prioritizing experiential spending on travel over other discretionary categories, or that business travel skews younger than traditionally assumed.
The spending data arrives during what was supposed to be a banner year for domestic travel marketing. America’s 250th anniversary in 2026 promised to generate massive tourism campaigns and destination marketing, says Nick Teare, VP and managing director of the travel and leisure practice at White64, who reports a surprisingly subdued approach from major travel brands.
“For a year that was to be drenched in bold hues of red, white, and blue for America’s 250th, it certainly started off in more muted fashion,” says Teare. “The industry seems much more insular, inwardly focusing on loyalty program offers and promotions and regional and local partnerships and events.”
Teare notes that global hospitality companies conspicuously avoided major advertising platforms like the Super Bowl or Olympics, potentially signaling weaker-than-expected domestic performance. “Perhaps it’s a function of weaker results in the home market of the U.S. where travel demand from outside of the country is met with a continued string of obstacles, and uncertainty in the political environment might be keeping a lid on spending,” he says.
The implication for spring and summer travel seasons is more intense competition for a potentially smaller pool of active travelers, with major brands likely deploying aggressive discounting and extended stay offers to maintain market share.
“Another factor is the continued drive to cut costs within the travel industry, which will surely put a damper on ‘brand’—and I use the term loosely given the erosion in standards—experience,” Teare says. “It’s likely to be a slog, more like what we see at the airport versus what promised to be a truly memorable year.”
The shift toward value-conscious travel booking has implications for where brands allocate marketing resources. Boberg emphasizes that discovery behavior has consolidated around specific digital channels.
“Social and search are go-to tools for inspiration, research, and planning,” she says. “Showing up where your audience is doing their discovery will keep you top of mind. Strategic partnerships can also be key to reaching or extending your audience, marketing spend and increasing awareness.”
The emphasis on “data and insights to show that value” reflects the broader trend visible in Attain’s transaction data: consumers aren’t abandoning travel, but they’re demanding proof that every dollar is working harder. Brands that can demonstrate value through partnerships, loyalty programs, and targeted offers are better positioned to capture the sustained demand evident in rising transaction frequency.
“Brands are going to need to show up where their consumers are, being aware of the passion and values behind travel decisions,” Boberg says. “Providing data and insights to show that value is more important than ever.”
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