Travel’s Wallet Share Reckoning Is Here

Key Points

• Three independent data sources show travel's share of consumer wallet in the U.S. is shrinking, dropping from 12% to 8% between January 2024 and December 2025.
• Travel spending is still growing, but at a much slower rate compared to overall consumer spending, with essentials like groceries and services gaining share.
• The normalization of travel spending post-pandemic means the industry must shift strategies to compete for or expand the existing wallet share, focusing on loyalty, frequency, and embedded finance.

Summary

Recent data from multiple credit card issuers reveals that travel's share of U.S. consumer spending is declining, falling from 12% to 8% over two years despite continued growth in absolute travel spending. As consumers prioritize essentials and normalize their spending habits post-pandemic, travel is losing ground to categories like groceries and services. The industry now faces a zero-sum environment, requiring new strategies focused on loyalty, frequency, and habitual travel to regain and grow its wallet share.