The Fourth of July holiday has come and gone, but for many Atlantans, summer travel season is still in full swing.
That means airports, road trips, family visits, and weekend escapes. But it also means something else: a more intentional way of traveling. New Bank of America Institute data shows Americans still want memorable summer experiences, but they are increasingly focused on value, flexibility and making their money go further.
According to the research, 77% of Americans plan to travel this summer, up from 74% in 2025 and 72% in 2024. At the same time, 55% say their top priority is finding a great experience while staying mindful of budget. That balance holds across income levels.
In other words, people are still eager to get away, they just want to be smarter about how they do it.
Gen Z is leading some of that change. Roughly 93% say they plan to travel this summer, more than any other generation. But they are approaching travel differently, often combining trips with concerts, music festivals, sporting events and weddings. For younger travelers, one trip can serve multiple purposes, stretching both the experience and the budget.
That idea of “travel stacking” is increasingly common. If you are already going somewhere for a game or concert, why not add a few vacation days? If you are visiting your family, why not build in a little time to explore? Once the major transportation costs are covered, a few extra nights can sometimes be more efficient than planning a separate trip later.
Technology is also changing how people plan. More than half of Americans (55%) now say they are using AI to help organize their summer travel, whether that means comparing costs, finding new destinations or getting general advice. Travelers are clearly looking for tools that make planning easier and more affordable.
And then there are rewards. Nearly half of Americans (46%) say they plan to redeem financial rewards to help offset vacation costs this summer. Among Gen Z, that number rises to 80%. That suggests rewards are no longer just a perk — they are part of the travel budget.
For consumers, the lesson this summer is simple: travel intentionally.
Set a budget before you book. Decide where you want to spend and where you can save. Use rewards strategically. Consider traveling on off-peak days. And think about whether a shorter, more frequent trip might work better than waiting all year for one big vacation.
Summer travel is still fun. But this year, it is also about strategy.
And for many Atlanta families, that may be the difference between taking a trip and getting real value out of it.
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