Bucket Lists Beat Budgets: Over a Third of Older Americans Prefer Once-in-a-Lifetime Trips Over Value Travel, Luggage Forward Survey Finds

New survey also finds that older travelers favor independent travel and rely on personal recommendations over AI when planning vacations

DENVER--(BUSINESS WIRE)--Older Americans are forgoing traditional vacation expectations in favor of cultural discovery, bucket-list destinations and once-in-a-lifetime experiences, according to new survey data from Luggage Forward, the exclusive luggage delivery provider for many of the world's leading travel brands. Findings from its 2026 Travel Preferences of Older Americans survey reveal a generation of travelers driven by curiosity and a desire to make the most of their time, and they won't let age, physical health or cost stop them.

Older travelers are seeking more than rest and relaxation

Gathering insights from over 1,000 U.S. citizens aged 55+, the survey shows that respondents are taking it easy and seeing loved ones when making travel plans. Over half (59%) ranked rest and relaxation as top travel priorities, followed closely by visiting family and maintaining relationships (55%). Comfort and ease factor into travel decisions for 40% of respondents.

But that doesn’t mean exploration is off the table. More than one-third of respondents say new cultural and educational experiences (35%), visiting bucket-list destinations before it’s too late (35%) and seeking once-in-a-lifetime experiences (31%) are travel motivators. By comparison, value-conscious travel ranks lower at 22%, suggesting cost won’t deter older Americans from meaningful adventures.

These priorities are reflected in the types of trips this demographic prefers. Road trips lead at 67%, followed by beach vacations (58%) and city breaks (48%).

Solo travel is outpacing trips with friends

Traveling with a spouse remains the most common arrangement, with 75% saying they take trips with their partners. However, solo trips (21%) are more popular than group travel with friends (16%) for older Americans.

Organized group tours are far less popular, with only 3% of respondents booking these trips. The findings suggest older travelers value exploring on their own terms, even as relationships and shared experiences remain central to their travel priorities.

Cruising is slipping out of favor for some older travelers

Luggage Forward’s internal booking data shows that September and October are the most popular months for booking cruise trips. Yet survey findings challenge the assumption that cruising is a universal favorite among older travelers.

Only 11% of respondents say cruising is now a top travel priority, while 10% report that their interest in cruises has declined as they’ve gotten older. Nearly one-quarter (24%) oppose cruises.

Still, cruising remains part of many travelers’ plans: 42% plan to take a cruise at least once or twice a year.

For those drawn to cruising, they rank predictable costs, perceived safety and easier mobility relatively low among the cited benefits. Respondents value visiting multiple destinations, enjoying exciting onboard amenities, reducing planning stress and extending their travels instead.

The preferred cruise experience also leans toward more specialized options. River cruises top the list at 46%, followed by adults-only cruises (43%) and small-ship cruises (38%).

International travel will be put on the backburner

Italy, Australia and Canada emerged as top international destinations respondents hope to visit over the next year. However, overseas cost and geopolitical concerns may stop that from being a reality, with 42% of respondents confirming they will not book an international vacation in the next year.

How to reach older Americans (hint: not with AI)

AI search may have taken the world by storm, but older Americans prefer keeping it old school with Google, with 57% using the web search engine to plan their vacations. Another important factor for vacation planning is getting recommendations from their family and friends at 53%, followed by using online travel sites like Expedia and TripAdvisor (46%). AI is older Americans' least preferred method of vacation planning, with only 11% using it.

To encourage them to try new travel services, they’ll need recommendations from their network (64%), an easy, transparent booking process (44%) and online reviews on Google or TrustPilot (43%).

“Older Americans are eager to explore, finally visiting the destinations they’ve dreamed about, spending meaningful time with loved ones and embracing experiences they may not have had time for earlier in life,” said Audrey Kohout, co-CEO of Luggage Forward. “Making those trips happen means removing unnecessary friction along the way. When logistics aren’t the primary focus, the journey ahead becomes that much more rewarding.”

Methodology

The Propeller Insights survey commissioned by Luggage Forward surveyed 1,000+ U.S. citizens, aged 55+, in May 2026. Survey responses were representative of the U.S. population for age, gender, region and ethnicity. The maximum margin of sampling error was +/- 3.0 percentage points with a 95% level of confidence.

About Luggage Forward

Luggage Forward was born out of the simple idea that travelers should enjoy the journey as much as the destination. We set out to replace waiting at the baggage carousel with more vacation time by shipping luggage and gear from doorstep to destination. Nearly two decades later and countless bags shipped around the world, convenience is still core to everything we do. We are proud to be the leading global provider of door-to-door luggage and sports equipment delivery.