Seven in ten Americans say they feel pressure to make every trip “worth the money,” according to a recent survey commissioned by World of Hyatt and conducted by Talker Research. The study of 2,000 U.S. adults who travel at least once a year reveals that travelers are turning to loyalty programs to navigate tight budgets and rising expenses.
Rewards drive travel decisions
More than half of respondents (51%) reported taking a trip that would not have been possible without travel rewards, and 74% said rewards make their travel spending feel more worthwhile. Respondents estimated that, on average, travel rewards cover about 40% of a typical vacation’s cost.
Younger travelers rely on rewards even more heavily. Eighty‑four percent of Gen Z respondents and 77% of millennials said rewards enhance the value of their trips, compared with 68% of Gen X and 58% of baby boomers. In terms of cost coverage, Gen Z said rewards paid for 50% of their vacation expenses, millennials 44%, Gen X 33%, and baby boomers 23%.
Financial pressures remain
Despite the appeal of rewards, finances and time off work remain the top barriers to traveling more. Forty‑three percent cited limited finances, while 26% pointed to difficulty taking time off as the biggest obstacles.
Nearly everyone agreed that vacations are essential for mental health (90%) and for avoiding burnout (85%). Yet 42% of respondents admitted they have abandoned trip planning in the past because it felt overwhelming.
Deal‑hunters and reward challenges
Travelers are constantly on the lookout for deals, but the hunt can be exhausting. Forty‑eight percent said they have delayed booking, and 44% have skipped a trip altogether, fearing a better deal might appear later. While 30% said rewards help offset travel costs and 27% said they motivate future planning, 19% described rewards as complicated and 18% found them time‑consuming to manage.
Laurie Blair, senior vice president of global marketing and loyalty at Hyatt, noted, “This research shows that travelers aren’t losing their desire to explore; they’re looking for smarter ways to make it happen. When half of survey respondents shared that they were only able to take a trip because of travel rewards, it’s clear loyalty programs play an important role in making travel more attainable.”
Methodology
The online survey was conducted between June 29 and July 6, 2026, targeting U.S. adults aged 18‑65 who travel at least once per year and use credit cards. Quotas ensured a minimum of 100 Gen Z and 100 millennial respondents.
Original reporting: KTBS 3 (Shreveport) — read the source article.
