AAA and Bread Financial Survey: 76% of Travelers Planning Milestone Trips in 2026

Gen Z and Millennials most likely to travel for birthdays, weddings, and special events

WALNUT CREEK, Calif. (January 28, 2026) - A new study from AAA and Bread Financial® finds that travel in 2026 will be driven by moments that matter. Sixty-one percent of Americans plan to travel in 2026, and among those travelers, more than three-quarters (76%) say their trips will be planned around important life milestones such as birthdays, weddings, anniversaries, and other celebrations. Gen Z and Millennials are leading this shift, approaching these trips with greater intention as they balance showing up for life’s biggest occasions with thoughtful planning and financial confidence.

“The way people travel has fundamentally shifted to become more intentional,” said Cyndi Zesk, Senior Vice President of Travel Services at AAA Mountain West Group. "Experiences that resonate emotionally are driving things like birthday trips, family reunions and celebrations of life across the generations. Vacations are being tied to having experiences that reflect who travelers are, not just where they go. Travel has become a way to honor self and relationships, versus chasing after once-in-a-lifetime bucket list destinations. In a world of apps and algorithms, AAA travel advisors seek to understand why you go- because it’s not just about coordinating movements, but designing moments that matter." 

Showing Up for Life’s Biggest Moments
According to the survey, traveling to celebrate a birthday (32%) will be the most popular milestone trip in 2026, followed by:

• Family reunions (30%) 
• Friends’ milestones (29%) 
• Anniversaries (22%) 
• Weddings (19%) 

Other travel-worthy events include graduations (12%), honeymoons (10%), and fitness competitions, such as marathons or fun runs (7%).

"Traveling for milestone times is about more than just being there, it’s about making those moments count," said Valerie Greer, Chief Commercial Officer of Bread Financial. "With younger generations leading the charge, we’re seeing a shift toward intentional travel that balances celebrating life’s biggest events with smart financial planning. By embracing tools like travel advisors and innovative payment options, travelers can ensure they’re not only present for these special occasions but also financially prepared to make them truly unforgettable."

Generational Breakdown
While plans to travel in 2026 are consistent across generations, traveling for milestone events is more prevalent among younger generations. 

• Gen Z: 89% plan trips around milestones
• Millennials: 88% plan trips around milestones
• Gen X: 71% plan trips around milestones
• Baby Boomers: 57% plan trips around milestones

Connection Outweighs Convenience, Even When It’s Complicated
Traveling is more than just the places. Key motivators include: 

• Reconnect and see people they haven’t seen in a while (40%). 
• Strengthen friendships and bonds (33%). 
• Gen Z (25%) prioritizes traveling with friends more than Baby Boomers (9%).

However, traveling with friends and family for milestone events can be stressful. 

• Fifty-nine percent of travelers report they’ve faced tension or had an argument with a travel partner. 
• Twenty-two percent of survey respondents say they are only willing to go to a wedding if it’s close to home. 
• Nine percent are willing to undertake a long-haul international trip outside of North America.

Planning & Paying with Intention
Results from the survey indicate that travelers are deliberately managing milestone travel to minimize challenges, using travel advisors, planning tools, loyalty programs, and innovative payment options to optimize their traveling experiences.

Nearly half (46%) of respondents say they have relied on a travel advisor to help plan their trips. The most cited benefits for using a travel agent cited by travelers are: 

• Finding the best deals (51%)
• Saving time (43%) 
• Having support if something goes wrong (35%) 

About a third of respondents rely on travel experts to handle complex logistics (31%) or uncover "hidden gems" (30%).

While payment methods vary by generation, the most common ways to fund travel include: 

• Debit cards (52%) 
• Personal savings (51%)
• Credit cards (48%) 

Younger travelers are more likely to mix payment methods to manage milestone costs. They also place higher value on rewards; one-third (33%) of Gen Z respondents say loyalty points, status, or miles “heavily” influence plans, compared to only 10% of Baby Boomers.

Budget transparency is common, especially when traveling with others. 

• Forty-six percent of respondents who travel with groups or couples’ trips say they are transparent about budgets and expenses with travel partners
• Thirteen percent said they tend to handle their own finances privately. 

When it comes to protecting their trips, most travelers (71%) indicated that they had previously purchased travel insurance for their trips, most commonly for hotel or rental costs, baggage and personal items, emergency medical coverage while traveling, or non-refundable flights.

About AAA Mountain West Group
AAA Mountain West Group is a membership and full-service leisure travel organization, proudly serving over 6.8 million Members across Northern California, Arizona, Utah, Nevada, Montana, Wyoming, and Alaska. AAA delivers unmatched expertise and value through roadside assistance and electric vehicle (EV) resources, along with comprehensive auto repair, travel, insurance, financial, and home security services. Powered by 5,300 dedicated Team Members, AAA is on a mission to revolutionize solutions that help our Members.


About Bread Financial®
Bread Financial® (NYSE: BFH) is a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions to millions of U.S. consumers. Our payment solutions, including Bread Financial general purpose credit cards and savings products, empower our customers and their passions for a better life. Additionally, we deliver growth for some of the most recognized brands in travel & entertainment, health & beauty, jewelry and specialty apparel through our private label and co-brand credit cards and pay-over-time products providing choice and value to our shared customers. Bread Financial proudly marks 30 years of success in 2026. To learn more about our global associates, our performance and our sustainability progress, visit breadfinancial.comor follow us on Instagram and LinkedIn.