Travel season is upon us.
Some 67% of Americans plan to take one or more domestic trips this summer, and 41% plan international travel, according to a survey from U.S. News.
But for many of those travelers, these summer vacations may not play out how they were originally envisioned. Around 65% of all vacationers say that their travel plans have been affected in some way due to rising prices.
As travelers look for ways to offset rising vacation costs, Walmart is expanding one of its lesser-known membership perks.
Walmart expands a little-known travel perk
In June, Walmart shared that Walmart+ members can now earn double the Walmart Cash (up to 10%) on hotel stays, car rentals, and activities booked through Walmart+ Travel powered by Expedia.
Additionally, Walmart+ members can earn up to 2% Walmart Cash on flights booked through the service, and blended Walmart Cash on qualifying vacation packages.
Walmart Cash is the retailer’s promotional currency that can be earned through membership programs and used for future purchases both in-store and online.
With the new changes, travelers looking to stretch every dollar can essentially get a percentage of their vacation budget back, which can then be used on necessary purchases ranging from gas to groceries.
“The expanded travel benefit comes as more Americans are looking for smarter ways to get away this year, exploring new destinations and finding creative ways to stretch their travel budgets without sacrificing the experience,” a statement from the company said.
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Budget-conscious shoppers are increasingly looking for value
The added membership benefit plays a larger role in Walmart’s overall strategy of providing increased value to its customers.
“When I look at the consumer, especially here in the U.S., they’re telling us they’re feeling some pressure, and they’re looking to Walmart for value,” Walmart U.S. CEO John Furner said during the company’s first-quarter fiscal year 2027 earnings call.
While low prices are one way retailers can prove their value to consumers, price tags aren’t the only thing consumers are considering.
“As much as 40% of consumer perceptions of a brand’s value stem from factors other than price,” a Deloitte report found.
“Understanding those factors and crafting a complementary value proposition may allow brands to command a competitive advantage, even with today’s value-seeking consumer,” the report continued.
Identifying and improving those other factors is more important than ever as four in 10 Americans are now classified as “value seekers” or “consumers who exhibit three or more cost-conscious, deal-driven, or convenience-sacrificing behaviors each month across grocery/retail, restaurants, leisure travel, and automotive,” Deloitte says.
With the new Walmart+ travel updates, the country’s largest retailer is betting that providing savings on leisure activities will improve its value proposition in the minds of shoppers.
Walmart is looking for an edge
Travel perks could also help Walmart differentiate its membership program from competing services.
In recent months, Walmart and Amazon (Walmart’s largest competitor) have been making major moves to outdo each other in areas beyond price.
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Their respective membership programs, Walmart+ and Amazon Prime, and the benefits that come with those programs, have been central to this showdown.
By and large, the programs are incredibly similar, with nearly identical benefits and cost breakdowns, according to CNBC Select.
However, Amazon Prime does not provide any consistent travel discounts. Subscribers will, however, occasionally have access to flight and vacation package savings during major events like Prime Day, or through a Prime Visa card issued by Chase Bank.
Meanwhile, Walmart+’s partnership with Expedia gives members regular access to discounted travel.
That distinction could become increasingly important as retailers look for new ways to attract and retain members.
Although free shipping and delivery have become standard features across subscription programs, travel-related rewards remain relatively uncommon, even among the sector’s largest players.
By expanding its Walmart+ Travel benefits, Walmart is giving members another reason to keep their subscriptions active while also helping them save on one of the biggest discretionary expenses in a household budget.
And with millions of Americans still planning summer vacations despite rising costs, that benefit may resonate far beyond the checkout line.
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