GSTV Research Shows Nearly 60% of Americans Plan to Travel More This Summer with Many Hitting the Road for World Cup, Other Sporting Events, Making 2026 The Summer of “Game Tripping”
When it comes to summer travel plans overall, 38% say that gas prices haven’t changed their travel plans
More than half of World Cup attendees plan to drive at least one hour with some planning to travel five or more hours to the big game
DETROIT, MI — May 28, 2026 — GSTV, the national on-the-go video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, today unveiled its 2026 Summer Travel Insights, showing that Americans plan to hit the road this summer, even against a backdrop of economic uncertainty. In addition, as the United States welcomes the World Cup, the moment is influencing travel and purchase decisions, making 2026 the “summer of game tripping.” In a GSTV viewer survey conducted via MFour Mobile Research, 41% are excited for the World Cup, and of those attending a match, 53% will drive at least one hour, including many planning to travel five hours or more1. Furthermore, 30% of GSTV viewers not attending a World Cup game plan to take a road trip for another sporting event 1. Beyond sporting events, 72% of consumers plan to travel by car this summer2, while 45% are choosing destinations closer to home, keeping them on familiar roads and familiar stops 3. Fifty-seven percent of consumers plan to travel more this summer than last year2, and 38% explicitly say that gas prices haven’t changed their summer travel plans3.
“Even amid economic uncertainty, consumers are still finding ways to prioritize travel and spending on the experiences that matter most to them,” said Lauren Lazarus, SVP, Insights & Analytics at GSTV. “Whether it’s road tripping to the World Cup, simply watching a sporting event from their living rooms, or spending quality time with family and friends on vacation, these summer moments create a heightened, experience-driven mindset that makes consumers more open to discovery.”
Also notable, summer’s biggest sporting event is influencing purchase decisions of consumers, regardless of plans to physically attend the games, with 38% planning to watch at home1. With the World Cup bringing an international flair to the U.S., 25% of GSTV viewers who plan to watch the World Cup say they will try new snack or beverage flavors, and 26% will buy items aligned to the teams playing1. Meanwhile, for consumers hitting the road and stopping at convenience stores along their journey, 24% say soda/soft drinks are their go-to purchases. Other reported go-to purchases include coffee (17%), sweet treats (10%), and salty snacks (9%).3
Additional insights on consumer summer travel and spending include:
72% of consumers plan to travel by car this summer2
45% are choosing destinations closer to home, keeping them on familiar roads and familiar stops3
Among those driving for summer trips, 37% plan to travel 500+ miles2
42% of consumers say they enjoy road trips as part of the experience, while 32% report they prefer driving for the flexibility2
45% say they pick up snacks and drinks along the way, and 29% report browsing inside the c-store during refueling stops. Only 7% say they ignore the advertising they see during these stops2
27% of GSTV parents pack snacks or meals to save money3
24% of GSTV parents actively seek deals via coupons, apps, loyalty points, and bundles, making them receptive to offers and promotions3
With more than 29,000 locations reaching 115 million unique U.S. adults each month, GSTV is the leading consolidated and scaled digital media platform in the convenience and fuel channel. GSTV viewers were surveyed via MFour, in January, February, and March 2026.
Sources: 1GSTV x MFour, January 2026 Pulse Study. | 2GSTV x MFour, February 2026 Pulse Study. | 3GSTV x MFour, March 2026 Pulse Study.