Americans Prioritize Travel, Relying on Rewards Amid Budgetary Pressures
A new survey reveals that despite financial concerns, travel remains essential for well-being, with rewards programs playing a crucial role in making trips affordable, especially for younger generations.
Seven in 10 Americans feel pressure to ensure their trips are financially worthwhile, according to a recent survey commissioned by World of Hyatt and conducted by Talker Research. The study of 2,000 U.S. adults found that travel rewards are increasingly instrumental in enabling vacations amid rising costs and budget constraints.
More than half of respondents (51%) reported having taken a trip that would not have been possible without the use of travel rewards. Furthermore, 74% indicated that rewards make their travel spending feel more valuable. Despite financial pressures, the importance of vacations for mental health and preventing burnout remains high, with 90% agreeing that trips are essential for mental well-being and 85% stating they help avoid burnout.
However, financial limitations (43%) and difficulties in taking time off work (26%) were cited as the primary barriers to traveling more frequently. Laurie Blair, senior vice president of global marketing and loyalty at Hyatt, noted that the research underscores travelers' continued desire to explore and their search for more efficient ways to do so, emphasizing the role of loyalty programs in making travel more accessible.
The reliance on travel rewards is particularly pronounced among younger demographics. Eighty-four percent of Gen Z travelers and 77% of millennials find that using rewards makes travel spending more worthwhile, compared to 68% of Gen X and 58% of baby boomers. On average, respondents estimate that travel rewards cover 40% of a typical vacation's cost. This figure is higher for younger generations, with Gen Z reporting rewards covering 50% of costs and millennials 44%, versus 33% for Gen X and 23% for baby boomers.
The process of planning trips can also be overwhelming, with 42% of respondents admitting to abandoning trip plans due to the perceived complexity. Many travelers also hesitate to book, with 48% delaying and 44% skipping bookings altogether due to concerns about missing out on better deals.
Ultimately, travel rewards serve to offset travel expenses for 30% of respondents and motivate future trip planning for 27%. However, some travelers find reward programs complicated (19%) or time-consuming to manage (18%), indicating an opportunity for simplification while maintaining value.
The survey was conducted online by Talker Research between June 29 and July 6, 2026, involving 2,000 U.S. adults aged 18 to 65 who travel at least once annually and use credit cards. Quotas ensured at least 100 participants each from Gen Z and millennial demographics with internet access.