A new survey from Marriott Bonvoy® shows that 91% of Americans intend to travel in 2026, and almost half (49%) plan to travel more than they did in 2025. The findings suggest many people are prioritising meaningful experiences in the coming year. Two-thirds (67%) say they will prioritise travel and other activities over buying physical items in 2026.
Many respondents say they want more connection, exploration and rest from their future trips. More than half (55%) say they want to spend more time with family and friends, while 46% say they are looking forward to trying new food experiences when travelling. Time to rest also appears important, with 57% reporting relaxation as the most valuable benefit of travel. Convenience remains a focus, with domestic road trips and weekend breaks ranking highest at 44% each.
To support planning for the year ahead, Marriott Bonvoy has launched the Marriott Bonvoy New Year’s Eve Sweepstakes, in which five members will each win 1 million Marriott Bonvoy points. The prize can be used for a range of hotel stays and travel experiences. Entries are open from 22 December to 1 January at MarriottMillionPoints.com.² Membership in the Marriott Bonvoy loyalty programme is free and provides members with points redeemable for stays, experiences and other benefits across the global network.
“Many Americans are heading into the new year wanting to travel more than they did this past year, fueled by a desire for deeper connection, new discoveries, and more meaningful experiences. Marriott Bonvoy is uniquely positioned to help bring those plans to life,” said Mandy Gill, Managing Vice President, Brands, Marketing, and Digital, U.S. and Canada at Marriott International. “With the chance to win 1 million points — enough to fund unforgettable getaways, bucket list adventures, or dozens of nights across our variety of brands — we’re giving travelers the opportunity to turn their travel dreams into reality across our global portfolio.”
The survey also indicates that loyalty programmes play a central role in how travellers plan and budget. More than half (52%) of respondents are enrolled in at least one hotel loyalty programme. Nearly half (49%) say saving money is a key benefit, while 80% believe loyalty programmes make it easier to turn travel plans into real experiences through rewards such as upgrades and free stays. Among Millennials aged 29–44, 70% say they would rather stop dining out for six months than give up a holiday.
With over 9,700 properties, Marriott Bonvoy’s portfolio of hotels offers endless opportunities to turn points into memories, such as:
- City escapes, like the New York Marriott Marquis, the AC Hotel Downtown Los Angeles, or the LaSalle Chicago, Autograph Collection
- Home-style getaways, like the Residence Inn Marina Del Rey, the Villatel Orlando Resort Apartments by Marriott Bonvoy, or Element Salt Lake City Downtown
- Something off the beaten path from the new Outdoor Collection by Marriott Bonvoy, like Trailborn Grand Canyon or Postcard Cabins Shenandoah
- Dream destinations, like the Renaissance Honolulu Hotel & Spa or the Residence Inn Sedona
The Marriott Bonvoy New Year’s Eve Sweepstakes coincides with Marriott Bonvoy’s integration into “Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2026,” inspiring viewers to make travel their lasting new year’s resolution. The annual special airs Wednesday, Dec. 31, 2025, live on ABC beginning at 8 p.m. EST and the next day on Hulu. Creator-led content and Times Square out-of-home will amplify the campaign and drive audiences to the sweepstakes.
For more details or to enter the Marriott Bonvoy New Year’s Eve Sweepstakes, visit MarriottMillionPoints.com. To explore Marriott Bonvoy’s full portfolio of hotels and experiences, visit Marriott.com.
1This survey was conducted online within the United States by The Harris Poll on behalf of Marriott Bonvoy from November 18-20, 2025, among 2,090 U.S. adults ages 18 and older, among whom 1,049 are hotel loyalty program members. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact americaspr@marriott.com.
No purchase necessary. Open to Marriott Bonvoy members who are legal residents of 50 U.S./D.C., at least 18+. Begins 5:00 a.m. ET on 12/22/25; ends 4:59 a.m. ET on 1/1/26. For Official Rules, visit MarriottMillionPoints.com.
