KPMG’s 2026 Consumer Pulse Survey analyzed responses from more than 1,500 American consumers about their vacation and shopping habits and the factors that influence them. The research examined whether people rely on travel agencies, arrange trips themselves, or increasingly turn to artificial intelligence (AI) when planning travel.
AI’s growing role in vacation planning
According to the survey, 27 percent of respondents use large language models (LLMs) at some stage of their vacation planning. That is below the 55 percent who use Google search for travel information, but AI adoption has risen markedly: in 2024 only 14 percent reported using LLMs for travel planning. Respondents mentioned tools such as ChatGPT, Copilot and Gemini for gathering recommendations on destinations, accommodations and activities.
Ignácz Péter, senior manager and data and AI expert at KPMG, noted that large language models are increasingly functioning as personal assistants in everyday life, and people are consequently more likely to rely on them for trip planning. He also pointed out that AI affects how information is surfaced—different models and their workings can determine which sources and contents appear in responses, influencing everything from which sources are selected to the ads that may appear in generated text.
Who travels most, and why?
While differences across age groups are not dramatic, millennials stood out as the most frequent travelers: in 2025, 60 percent of that generation took a vacation. Members of Generation X and the baby boomers travelled at roughly the same rate, around 55 percent. Generation Z recorded 59 percent participation, placing them just behind millennials.
The survey highlights that experience-seeking is becoming a primary motive for travel: 40 percent of those planning vacations said they travel to pursue a special experience. A recent example is the UEFA Champions League final held in Budapest: according to Budapest Airport, more than 71,000 visitors flew to Hungary specifically for the sporting event.
Economic uncertainty curbs travel intent
Although more people plan to travel compared with a year earlier, economic uncertainty continues to restrain travel. Among respondents who do not plan to vacation this year, 54 percent cited financial constraints. Another 28 percent said they simply do not find travel important or appealing, while 10 percent view vacations as stressful and inconvenient and therefore opt not to travel.
Why the findings matter
The survey’s results signal how technologies, especially AI, are reshaping consumer decision-making and the information ecosystem in the travel sector. They also underscore demographic differences and economic barriers that affect who travels and why.
