RICHMOND, Va., June 3, 2026 /PRNewswire/ -- Americans are building their summer vacations around experiences rather than destinations, with live events, sports, cruises, and wellness escapes becoming major drivers of travel decisions, according to a new survey of travelers. New data from Allianz Partners' Global Travel Confidence Index*, sites younger travelers are leading the trend, with nearly two-thirds of Gen Z (65%) and Millennials (63%) planning to attend live entertainment and experiences while traveling this summer. More than half of Gen Z travelers (52%) say a ticketed event is the main reason they are traveling this summer.
Over half of American travelers (57%) say they are likely to attend a ticketed concert, festival, or performing arts event while traveling this summer, while over a third (38%) say attending a ticketed event is the primary purpose of their trip. From major music festivals and sold-out stadium tours to marquee sporting events and immersive cultural experiences, Americans are now more than ever prioritizing meaningful moments and memory-making travel, according to this year’s survey.
Sporting events, like this year’s FIFA World Cup, remain especially popular, with 38% of travelers planning trips around sports events or tournaments, while others are seeking more immersive experiences through cruises and expeditions (38%), hobby- or sport-based travel (36%), and spa or wellness retreats (32%).
“Travelers today are looking for more than just time away; they’re seeking experiences that feel meaningful, memorable, and worth investing in,” said Emily Hartman, General Manager at Allianz Partners. “Whether it’s traveling for a once-in-a-lifetime concert, a championship sporting event, or a bucket-list cruise, these trips often involve significant emotional and financial investment. Protecting those experiences has become increasingly important for travelers, and we’re proud to offer travel protection that not only protects the financial investment of the trip itself but also the experience.”
The U.S. survey also highlights how travelers are blending experiences with flexibility and lifestyle goals. More than one-quarter (31%) of Americans plan to extend trips to combine work and leisure, while 28% expect to work remotely for several weeks during travel and 23% aspire to longer-term digital nomad lifestyles. At the same time, 35% of travelers say they are investing more in luxury travel experiences this year, including 44% of travelers under 35.
Despite ongoing economic pressures, Americans are proving that travel remains more than a luxury – it’s a deeply personal priority tied to connection, self-expression, and shared experiences. Rather than simply choosing destinations, travelers are planning trips around passions and once-in-a-lifetime moments, whether that means attending a sold-out concert, cheering on their favorite team, embarking on an expedition cruise, or reconnecting with friends and family through memorable experiences. The trend reflects a broader shift toward purpose-driven travel, where travelers are seeking trips that feel emotionally meaningful and culturally relevant, making the experience itself just as important as the destination.
Event Ticket Protector from Allianz Partners can reimburse up to 100% of non-refundable ticket costs when an insured customer can’t attend their event for covered situations such as an unexpected covered illness, a covered job loss, a covered traffic accident, mechanical breakdown and more. Event Ticket Protector also provides customers with access to 24/7 assistance through the company’s event hotline. Event Ticket Protector is available from many leading ticketing providers during the checkout process, but is not available directly to consumers outside the ticketing purchase path.
The Global Travel Confidence Index was conducted by national polling firm Ipsos Public Affairs on behalf of Allianz Partners. Allianz Partners offers travel insurance through most major U.S. airlines, leading travel agents, online travel agencies, hotel companies, cruise lines and directly to consumers. For more information on Allianz Partners and available travel policies, please visit http://www.allianztravelinsurance.com/.
*Methodology: These are the findings of an Ipsos survey conducted on behalf of Allianz Partners that was fielded between March 20 and April 14, 2026. A total of n=2001 Americans over 18 participated in the survey which was conducted by Ipsos on its Global Advisor online platform. Quotas and weighting were used to ensure the sample's composition reflects that of the American population according to census parameters. This survey has a credibility interval of +/- 2.7 per cent 19 times out of 20, of what the results would have been had all Americans adults 18+ been surveyed.