Don’t Abandon the Value Traveler: A Summer 2026 Playbook
(Michele Firpo-Cappiello)
The data on budget travelers this summer is sobering. Here’s what tourism bureaus, hotels, and restaurants can do about it — starting now.
You don’t have to be an economist to understand that in our current “K-shaped economy,” the travelers in the top half are making and spending more and more while those of us in the middle and lower half are spending less and less.
And as more hotels and restaurants fix their sights on the top of the K, offering new luxury amenities and experiences (not that there’s anything wrong with that), we don’t talk nearly enough about how travel bureaus and businesses can also capture the value-minded traveler this summer. Here, we’ll take a look at recent industry data and what it means for operators.
Welcome the One-Tank, Two-Night Traveler
Only 45% of Americans plan to take a summer vacation involving paid lodging this year — the lowest figure in six years, according to Deloitte’s 2026 Summer Travel Survey.
And among those who do plan to travel, a number of surveys suggest they’re taking shorter trips, seeking one-tank getaways, and 34% are packing snacks and groceries instead of eating at restaurants.
For regional tourism bureaus and hotels, this is an opening: The one-tank, two-night visitor you may have treated as a “consolation prize” in the past may now be your prime customer. Build named, fixed-price, two-night packages aimed at nearby feeder cities.
Make Travelers Feel Safe
This shouldn’t even be necessary, but in a significant shift in sentiment, 37% of Americans say they’ve changed travel plans because of the political climate, and over half express concern about how they’ll be received. For travel bureaus and communities, that’s an opportunity to lean into a welcoming message, safety, and value as explicit brand promises to visitors this summer. Consider a dedicated “summer welcome” landing page that pairs an explicit message of hospitality and safety with a clear value offer — so the reassurance a hesitant traveler is looking for and the reason to book arrive in the same place.
Midscale & Economy Hotels: Own It
With so many properties chasing luxury these days, a well-run value property may actually face less competition. If that’s you, own that lane: For travelers who don’t need bells or whistles, tell them exactly what they’ll get for a fair price.
Hotels should also consider leading with a transparent total price, not just the nightly rate. Surprise and delight value-conscious travelers by saving them the trouble of adding up parking, breakfast, and (ugh) resort fees before they book. Bundle them and say so. Yes, an all-in price can cost you a little on the OTA display, where a low nightly rate still wins the ranking — but it’s exactly what converts the direct-booking, value-seeking guest who’s already doing the math. Win them on your own channel and you keep the margin the OTA would have taken anyway.
Restaurants: Offer a Worth-It Splurge
Travelers economizing on food by packing groceries and cooking in will still spend on a meal that feels special. A family-friendly, fixed-price option is the kind of worth-it experience that value-conscious travelers crave — and structured well, it works as hard for you as it does for them. Offer it as a fixed-price family table on your slower weeknights and it drives covers when you need them most, not just on the nights you’re already turning tables. Better yet, set it up as a dining credit tied in with nearby hotels, attractions, and tourism bureaus, so a partner is effectively filling your seats.
How do you plan to win the value traveler this summer? Let’s talk: robertfirpocappiello@gmail.com