Travel demand remains strong in 2026, but earning travel brand loyalty continues to be a challenge for airlines and hotels. While consumers continue to book flights and hotel stays despite economic uncertainty, Provoke Insights’ 2026 travel consumer research shows that travelers are willing to switch brands when companies miss expectations. For travel brands, delivering a consistently positive customer experience has become just as important as attracting new bookings.

Travel Demand Holds Steady

Nearly one in five Americans purchased airline tickets (19%) or booked a hotel stay (20%) in the past month. This trend has remained stable over the last several years. Traveler brand loyalty remains high among Boomers and higher-income households. This shows resilient demand across key segments. Travel categories also connect closely, with more than half (57%) of airline ticket purchasers also booking a hotel stay. 

Understanding travel brand loyalty also requires looking at consumer behavior beyond travel itself. Compared with non-travelers, airline ticket purchasers are nearly twice as likely to dine at high-end restaurants (46% vs. 24%), attend professional sporting events (21% vs. 7%). They also go to concerts or performing arts events (19% vs. 9%). This highlights that travel spending connects directly to broader lifestyle and entertainment experiences.

Travel Brand Loyalty Is Easier to Lose Than Earn

Despite strong demand, airlines and hotels rank at or below average on Provoke Insights’ Brand Loyalty Index, with airlines scoring 0 and hotels -7, highlighting the ongoing challenge of building lasting customer relationships.

For both airlines and hotels, a decline in quality is the top reason consumers would stop purchasing from a brand. Personal experiences also play a significant role. Among recent airline purchasers, 27% say a bad personal experience causes them to abandon a brand. Another 18% point to poor customer service. Hotel guests report similar concerns, with 25% mentioning a bad personal experience and 18% indicating poor customer service as key reasons for switching brands.

Every interaction influences whether travelers return. This includes booking, customer service, and the in-flight or stay experience.

Quality Drives Travel Brand Loyalty

Among consumers who recently purchased airline tickets or booked hotel stays, quality is the strongest driver of brand loyalty.In fact, 53% of airline buyers and 58% of hotel guests rank quality as their top driver, well ahead of value, trust, or rewards. Rewards programs remain important to travelers (18%), but they are secondary to delivering consistently positive travel experiences.

For travel brands, investments in customer service, reliability, and guest satisfaction may have a greater impact on retention than price competition alone.

What This Means for Travel Brands 

Economic concerns persist, but Americans still prioritize travel. However, steady demand does not equal airline and hotel loyalty. Travelers willingly switch brands when companies fail to meet expectations.

To build lasting customer relationships, airlines and hotels should focus on delivering quality experiences, exceptional service, and clear value.In an industry where travelers have plenty of options, brands that consistently meet or exceed expectations position themselves to stand out.

Travel brands should also recognize that loyalty extends beyond rewards programs. Every interaction, from booking and customer service to the in-flight or hotel experience, influences whether travelers return. Brands that consistently deliver quality, reliability, and exceptional service will be better positioned to earn repeat bookings in an increasingly competitive travel market.

Methodology 

Provoke Insights surveyed 1,500 Americans in March 2026 to evaluate travel brand loyalty. A stratified random sample methodology was used to ensure representation across key demographic groups, including age, gender, household income, geography, ethnicity, and presence of children in the household. Statistical testing was conducted at a 95% confidence level, with a margin of error of ±2.5%.