As Americans start the annual ritual of imagining their “better selves” for the new year, something interesting is happening: those resolutions increasingly come with boarding passes attached. A new Harris Poll survey conducted for Marriott Bonvoy reveals that 91% of Americans plan to travel in 2026, and almost half want to travel more than they did in 2025. That’s a striking sentiment in a year defined by tighter budgets, shifting values, and a growing appetite for meaningful experiences. 2026 Americans travel trends

And that’s the core of the trend. Americans aren’t just chasing miles; they’re chasing meaning. Two-thirds (67%) say they’re prioritizing experiences such as travel over material purchases—a dynamic that has been steadily rising across all age groups since 2021. It’s the same “experience over things” pivot we see reflected in global tourism data from Skift Research, Deloitte’s travel outlooks, and Mastercard’s Economics Institute: when money feels tighter, travelers invest in what feels worthwhile.

Turning resolutions into actual reservations

What’s especially clear in the Marriott Bonvoy survey is the emotional weight Americans are placing on next year’s travel plans. More than half (55%) hope to spend more quality time with loved ones while on the road, and nearly as many (46%) plan to build their itineraries around trying new dining experiences. Meanwhile, 57% say travel’s biggest benefit is the chance to breathe, reset, and simply get away from the noise.

That reset doesn’t need to involve long-haul flights or elaborate planning. Domestic travel—especially easy-to-reach road trips and weekend escapes—is king for 2026, with 44% of respondents putting both options at the top of their wish lists. Shorter but more frequent getaways continue to trend globally, especially among millennials and remote-capable workers.

Marriott Bonvoy’s big New Year’s push: 1 million points, five travelers, endless possibilities

To ride the wave of resolution-fueled wanderlust, Marriott Bonvoy is rolling out a high-visibility campaign: the New Year’s Eve Sweepstakes, awarding 1 million points each to five members. It’s a strategically timed offer that drops right as travelers are making vision-boards, booking early-bird deals, and promising themselves they’ll “travel more this year.”

Members can enter between December 22 and January 1 at MarriottMillionPoints.com. For those who win, a million points is no small prize—it can fund everything from a Bora Bora bucket-list escape to a Catskills cabin recharge or a family reunion in Burlington. Marriott’s portfolio is massive—over 9,700 properties—so the pitch is simple: whatever your 2026 travel intentions are, there’s a place to match them.

It’s also a showcase moment for Marriott Bonvoy’s brand ecosystem, appearing in Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2026, along with creator-led content and Times Square OOH placements. It’s a big-stage, big-audience move designed to tie “New Year’s resolutions” directly to “Marriott Bonvoy membership.”

Loyalty programs are shaping travel decisions—especially for millennials

One of the more compelling data points from the survey: 52% of Americans are enrolled in at least one hotel loyalty program, and for many, these memberships aren’t just nice to have—they’re essential for making travel happen.

Almost half (49%) say loyalty programs help them save money on trips, and 80% believe perks such as free nights and upgrades make it easier to take the trips they want. These numbers line up with broader industry research from Expedia Group and Amex Travel, both of which show loyalty points are now perceived as a financial strategy, not just a travel bonus.

Millennials stand out even more. In Marriott’s findings, 70% of millennials say they’d rather give up dining out for six months than give up a vacation. That’s a strong insight into how this cohort navigates trade-offs: life experiences come first.

What 2026 travel could look like for Marriott Bonvoy members

Marriott is using this campaign not just to reward loyalty, but to spotlight the breadth of its portfolio—from urban escapes to remote stays. A few examples include:

City breaks

New York Marriott Marquis, AC Hotel Downtown Los Angeles, LaSalle Chicago Autograph Collection

Home-style stays

Residence Inn Marina Del Rey, Villatel Orlando Resort Apartments, Element Salt Lake City Downtown

Off-the-grid escapes

Trailborn Grand Canyon, Postcard Cabins Shenandoah

Dream-destination retreats

Renaissance Honolulu Hotel & Spa, Residence Inn Sedona

These examples align neatly with what the survey shows Americans want: convenience, connection, nature, and nourishment.

Conclusion: Marriott taps a larger travel trend—but it’s not alone

Marriott’s sweepstakes isn’t just a feel-good promotion. It’s a strategic response to a much bigger shift: travelers are rethinking value. Instead of shopping sprees, they’re choosing weekend getaways; instead of accumulating things, they’re accumulating memories. Marriott is positioning itself as the loyalty ecosystem that helps them do that more affordably.

But the company isn’t moving in a vacuum. Hilton Honors, World of Hyatt, and IHG One Rewards have all leaned into aggressive member-acquisition strategies, stronger experiential rewards, and targeted earn-and-burn promotions over the past two years. Hyatt’s “Bonus Journeys,” Hilton’s partnership with Lyft and Amazon, and IHG’s milestone rewards program all cater to the same demand: make travel achievable, not aspirational.

What Marriott does have, however, is scale—and timing. Launching a million-point sweepstakes during one of the most-watched broadcasts of the year taps the cultural moment better than most competitors. And the data behind its campaign lines up with third-party industry research from Skift, Deloitte, and McKinsey: travel in 2026 is shifting from “escape” to “intention.” People want connection, nourishment, simplicity, and experiences they feel good spending money on.

If the survey is any indication, Americans aren’t waiting for someday—they’re planning trips now. And loyalty programs that genuinely help them save, stretch their budgets, and craft more meaningful experiences are poised to win the year.