Affluent Americans Pivot to Domestic Luxury Travel

Announced April 17, 2026, affluent American travelers are increasingly prioritizing domestic luxury experiences. New booking data from Global Travel Collection (GTC) reveals that summer hotel bookings across the United States have risen over 20% year-over-year, while average daily rates (ADR) climbed an impressive 40%. This shift suggests a robust demand for premium U.S. resorts and retreats.

The GTC analysis, which compiles advisor bookings made through Q1 2026 for travel between June and September, points to a growing preference for secluded getaways, iconic properties, and experiential destinations within the country. According to Angie Licea, President of Global Travel Collection, "At moments when the world feels uncertain, sophisticated travelers don't stop traveling. They pivot." She adds that this trend reflects a "deliberate shift toward extraordinary domestic experiences—from private island resorts to mountain ranch retreats—where travelers can stay closer to home without compromising on luxury or discovery."

Our take: This data underscores a fundamental truth about the luxury market: demand for premium experiences remains constant, even if the geographic focus shifts. Hotels and resorts that can offer unparalleled experiences domestically are clearly positioned to capitalize on this trend. The steep rise in ADR also suggests a confident market, where pricing power aligns with perceived value and exclusivity, regardless of global economic headwinds.