West Coast travelers lead spending; younger generations prioritize experiences over luxury
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New survey data from World Nomads shows:
- West Coast travelers are the most likely to splurge on trips, followed closely by travelers in the Mid-Atlantic region.
- Millennials are leading the upgrade trend, prioritizing premium seats and VIP perks.
- Gen Z travelers are prioritizing experiences over luxury, spending more on excursions and guided adventures than accommodations.
Oakland, California/U.S. - March 22nd, 2026
As Americans begin receiving their tax refunds, many are planning to turn that extra cash into summer travel. But with gas prices rising and travel costs climbing, some are reconsidering how far their budgets will stretch. A new Pulse Poll from World Nomads found that 35% of respondents say higher gas prices are already changing their travel plans.
Even so, travelers aren’t giving up on the trips they want. Instead, many are becoming strategic splurgers, carefully managing their budgets while still spending more on the experiences that matter most.
The findings highlight clear regional and generational trends shaping how travelers plan to spend money on vacations in 2026.
Key Findings
West Coast = Spend Coast
Travelers living on the West Coast are the most likely to splurge on travel this summer, followed closely by residents of the Mid-Atlantic region.
Men Are Less Likely to Stick to the Budget
While 75% of men say they plan a travel budget (compared to 63% of women), more than half admit they are still likely to splurge. Women, meanwhile, are more disciplined with spending, with just 44% saying they expect to indulge beyond their budget.
Millennials Want the Upgrade
Travelers ages 30–44 are the most likely to spend extra on upgrades overall, like premium hotel rooms to VIP travel perks. By comparison, travelers 60 and older are the least likely to upgrade their travel experience.
Gen X Picks Up the Dining Tab
Nearly 1 in 3 travelers ages 45–60 say they are most likely to splurge on dining while traveling. This generation is also the most likely to upgrade flights specifically compared with other age groups.
Gen Z Prioritizes Experiences Over Luxury
Younger travelers are focused on memorable activities rather than upscale accommodations. Gen Z travelers (18–29) are most likely to splurge on guided adventures, excursions, and cultural experiences, while only about 1 in 10 say they would splurge on accommodations.
Smart Budgeting Meets Strategic Spending
The findings suggest travelers are approaching vacations with a balanced mindset: saving carefully in some areas while investing in the experiences that matter most to them.
“Travelers today are increasingly thoughtful about how they spend on travel,” said Christina Tunnah, Head of the Americas at World Nomads. “Many are planning their budgets carefully, but they’re still willing to splurge on the parts of a trip that make it truly memorable, whether that’s upgrading a flight, booking a once-in-a-lifetime excursion, or enjoying incredible local food.”
About the Survey
The survey was conducted amongst 582 U.S. travelers (aged 18-69) to better understand travel spending habits, generational preferences, and budgeting behaviors heading into 2026.
About World Nomads
Since 2002, World Nomads has been protecting, connecting and inspiring adventurous and independent travelers by offering specialized travel insurance and safety advice.
Our travel insurance products cover travelers from more than 100 countries. World Nomads focuses on what we believe is important to travelers: emergency medical and evacuation costs, baggage cover, trip cancellation, trip delay and trip interruption costs. We offer cover for more than 250 adventure sports and activities, plus tech and gear. We believe travelers have the responsibility to give back, and through our Footprints program, customers can add a small donation to the price of their plan to help fund a community development project with one of World Nomads’ global nonprofit and charity partners.
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