Despite Rising Costs, Americans Refuse to Give Up Summer Vacation, Priceline's 2026 State of Summer Travel Report Finds

Rhea-AI Summary

Booking (NASDAQ:BKNG), through its brand Priceline, released its 2026 State of Summer Travel Report, based on a survey of 2,500 U.S. adults. Despite higher travel costs, 79% plan at least one summer trip and 73% say they will do whatever it takes to vacation.

Key findings include 84% feeling they pay more and get less, 69% regretting past cost-cutting choices, and 50% planning to use AI to find better deals. Parents and Millennials report the most financial pressure yet still expect to travel and spend heavily. Priceline also highlighted its AI assistant Penny, designed to reduce deal-hunting fatigue and streamline trip planning.

News Market Reaction – BKNG

+0.70%

111 alerts

+0.70% Session close to close

+4.9% Peak in 5 hr 35 min

$143.26B Market Cap

1.1x Rel. Volume

In the Jun 23 session, BKNG gained 0.70%, reflecting a mild positive market reaction. Argus tracked a peak move of +4.9% during that session. Our momentum scanner triggered 111 alerts that day, indicating very high trading interest and price volatility.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement underscores that 79% of Americans still plan summer trips despite cost pressure, w...

Analysis

This announcement underscores that 79% of Americans still plan summer trips despite cost pressure, with 50% looking to AI for deals. Strong 2025 financials support the story, while insider net selling and consumer affordability remain key risks to watch.

Key Figures

Gross bookings: $186.1B Revenue: $26.9B Adjusted EBITDA: $9.9B +5 more

8 metrics

Gross bookings $186.1B 2025 operating results highlighted in proxy materials

Revenue $26.9B 2025 revenue, up 13% year-over-year per proxy

Adjusted EBITDA $9.9B 2025 adjusted EBITDA, up 20% year-over-year

Net income $5.4B 2025 net income reported in proxy statement

Operating cash flow $9.4B 2025 operating cash flow from proxy disclosure

Capital returned $8.2B 2025 capital returned via buybacks and dividends

High-spend millennials 28% Millennials planning to spend $5,000+ on summer 2026 travel

AI tools adoption 50% Americans planning to use AI tools to find better travel deals in 2026

Historical Context

5 past events · Latest: Jun 22 (Positive)

Pattern 5 events

Date	Event	Sentiment	24h Move	Catalyst
Jun 22	Promotional partnership	Positive	-2.3%	Booking.com offers special MLB All-Star Week themed stay promotion in Philadelphia.
Jun 03	AI product launch	Positive	-1.4%	Priceline launches next-gen agentic AI assistant Penny using multiple AI providers.
May 20	Travel trends report	Positive	+1.1%	KAYAK Summer 2026 report highlights value-focused travel and rising flight interest.
May 12	Marketing campaign	Positive	+1.8%	Priceline revives Negotiator character for large summer promotion and discounts.
May 05	Conference appearance	Neutral	+1.2%	CEO scheduled for fireside chat at J.P. Morgan technology and media conference.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Recent brand and product news for BKNG often sees mixed reactions, with some marketing and AI updates met by share-price declines.

Key Terms

agentic ai, senior notes, make‑whole, rule 10b5-1(c)

4 terms

agentic ai technical

"introduced the next generation of Penny, its agentic AI travel assistant."

Agentic AI refers to computer systems that can make their own decisions and take actions without needing someone to tell them what to do each time. It's like giving a robot a degree of independence to solve problems or achieve goals on its own, which matters because it could change how we work and interact with technology in everyday life.

senior notes financial

"aggregate principal amount of senior notes: €600,000,000 of 3.500% notes"

Senior notes are a type of loan that a company borrows from investors, promising to pay it back with interest. They are called "senior" because in case the company faces financial trouble, these lenders are paid back before others. This makes senior notes safer for investors compared to other types of loans or bonds.

make‑whole financial

"may be redeemed prior to the Par Call Date subject to a make‑whole premium."

Make-whole is a clause in a loan or bond that forces the borrower to pay an extra lump sum when they repay debt early, compensating investors for the interest and return they will lose. It matters to investors because it reduces the risk of getting paid off at an unfavorable time and changes the expected cash they will receive—think of it as being paid the remaining value of a long subscription if someone cancels early.

rule 10b5-1(c) regulatory

"transactions were made under a pre-arranged Rule 10b5-1(c) sales plan"

Rule 10b5-1(c) is an SEC guideline that lets company insiders set up a written, pre-planned schedule to buy or sell their company stock when they are not in possession of material, nonpublic information. For investors, it matters because such plans can reduce the appearance of insider trading by separating decisions from inside knowledge—like putting your trades on autopilot—while also requiring scrutiny since pre-planned trades can still affect market confidence and share value.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Americans say they'd rather give up alcohol, dining out, and even sex than skip a summer vacation

NORWALK, Conn., June 23, 2026 /PRNewswire/ -- With travel costs rising and household budgets under pressure, Priceline set out to understand what summer travel looks like for Americans in 2026. The answer: Americans remain deeply committed to their summer vacations and are cutting back on nearly everything else to make them happen.

Today, Priceline released its inaugural 2026 State of Summer Travel Report, based on a survey conducted by Wakefield Research among 2,500 nationally representative U.S. adults in March 2026. The findings span consumer sentiment, generational behavior, spending patterns, and the growing role of AI in travel planning.

Summer Travel May Feel Out of Reach. Americans Are Going Anyway

Forty-four percent of Americans say a summer vacation feels out of reach this year. Yet 73% plan to do whatever it takes to make one happen and 79% expect to take at least one trip this summer. Americans are also planning longer trips, with the number planning four or more days of summer travel up across every bracket compared to last summer. Nearly 7 in 10 (68%) say it simply would not feel like summer without a vacation.

The affordability pressure behind those numbers is real. 84% of Americans say they are paying more and getting less when it comes to travel, and 55% find travel less affordable than last year. The spending data points to a K-shaped travel economy: more Americans are planning budget-level trips this summer, fewer are in the middle, and spending at the top is holding steady.

More than one-third have already started cutting everyday expenses to fund a summer trip. Eighty-three percent of adults 21+ say they would give up alcohol before giving up vacation, while 45% of all adults would give up dining out, and 20% would give up sex.

"What we're seeing is a traveler who hasn't pulled back on the aspiration but is being more deliberate about how they get there," said Brigit Zimmerman, CEO, Priceline. "People are cutting back everywhere else, spending more time researching deals, and making trade-offs they later regret. Our goal is to help them find the trip they want at the price they can afford."

Parents and Millennials Are Feeling It Most

For families, the pressure is sharper. Parents are 34% more likely than non-parents to have already cut everyday expenses to fund summer travel, yet 89% still plan to travel this summer. Nearly a quarter (23%) have had to cancel or drastically change vacation plans due to rising costs, compared to 16% of non-parents.

Millennials reflect a particularly striking tension. Thirty-six percent say trips that once felt attainable now feel like a luxury, the highest of any generation. At the same time, 28% plan to spend $5,000 or more on summer travel this year, also the highest of any generation.

The Cost of Cutting Corners

Sixty-nine percent of Americans say they have made travel cost-cutting decisions they later regretted -- staying with family or friends instead of a hotel (20%), driving instead of flying (20%), taking a shorter trip (19%), and booking a flight with multiple stops instead of nonstop (19%). Yet many reported that they are considering similar trade-offs this summer.

Finding a Deal Has Become Its Own Challenge

Eighty-one percent of Americans say planning a vacation is exhausting, and 43% point specifically to the hunt for the best deal as the source of that frustration. Sixty-five percent believe finding a truly exceptional deal is basically impossible, yet 85% say scoring a great deal feels as good as the vacation itself.

Half of Americans plan to use AI tools to find better travel deals this year, a figure that climbs to 69% among Millennials and 62% among Gen Z.

"Parents and Millennials are feeling the most financial pressure this summer, yet they're also planning to spend the most on travel. That's exactly why they're the most likely to turn to AI for help planning their trips," said Christina Bennett, Consumer Travel Trends Expert, Priceline. "When the cost of getting it wrong is highest, that's when people want the most help getting it right."

Ahead of this summer, Priceline introduced the next generation of Penny, its agentic AI travel assistant. Built to address the exact friction points travelers describe – deal hunting, trade-offs, and comparison fatigue – Penny helps travelers uncover savings opportunities and move from trip planning to booking in a single conversation.

Find this summer's best deals on hotels, flights, rental cars, and more on Priceline and the Priceline app.

Key Findings from Priceline's 2026 State of Summer Travel Report

• 79% plan to take at least one trip this summer
• 73% will do whatever it takes to make a summer vacation happen
• 44% say a summer vacation feels out of reach
• 84% feel they are paying more and getting less when it comes to travel
• 69% regret past travel cost-cutting decisions
• 50% plan to use AI tools to find better travel deals

About Priceline Priceline, part of Booking Holdings Inc. (NASDAQ: BKNG), has been helping travelers get better deals for more than 25 years. Using proprietary technology to analyze billions of data points, Priceline unlocks savings across hotels, flights, rental cars, cruises, vacation packages, and more. With inventory from trusted travel brands in more than 110 countries, 24/7 customer service, Priceline VIP, and Penny, its AI-powered travel assistant, Priceline helps travelers save smarter and book with confidence. No one deals more deals than Priceline.

¹ According to a new Priceline survey conducted by Wakefield Research among a nationally representative sample of 2,500 U.S. adults ages 18+, March 2026.

View original content to download multimedia:https://www.prnewswire.com/news-releases/despite-rising-costs-americans-refuse-to-give-up-summer-vacation-pricelines-2026-state-of-summer-travel-report-finds-302807064.html

SOURCE Priceline

FAQ

What does Priceline's 2026 State of Summer Travel Report reveal about U.S. vacation plans for BKNG?

According to Priceline, 79% of Americans still plan to take at least one summer trip in 2026. The survey also finds 73% will do whatever it takes to vacation, underscoring strong travel intent despite rising costs and tighter household budgets.

How are rising travel costs affecting American travelers in Priceline's 2026 report for BKNG?

According to Priceline, 84% of Americans feel they are paying more and getting less for travel. Additionally, 55% find travel less affordable than last year, and 44% say a summer vacation feels out of reach, yet many still intend to travel.

What does Priceline's 2026 study say about parents and Millennials' summer travel spending for BKNG?

According to Priceline, parents are 34% more likely than non-parents to cut everyday expenses to fund summer trips. Among Millennials, 28% plan to spend $5,000 or more on summer travel, the highest share of any generation, despite strong affordability concerns.

How are Americans using AI travel tools like Priceline's Penny in summer 2026?

According to Priceline, 50% of Americans plan to use AI tools to find better travel deals this year. Usage rises to 69% among Millennials and 62% among Gen Z, supporting the launch of Penny, Priceline's agentic AI travel assistant for planning and booking.

What common travel cost-cutting regrets are highlighted in Priceline's 2026 report for BKNG investors?

According to Priceline, 69% of Americans regret at least one past travel cost-cutting decision. Frequent regrets include staying with family or friends instead of a hotel, driving instead of flying, taking shorter trips, or booking multi-stop flights instead of nonstop options.

How does Priceline describe the challenge of finding travel deals in its 2026 summer report?

According to Priceline, 81% of Americans say planning a vacation is exhausting and 43% blame the hunt for the best deal. Additionally, 65% believe finding a truly exceptional deal is nearly impossible, even though many say scoring one feels as good as the trip.