What's Happening?
Internova Travel Group has released a report indicating that rising travel costs are influencing how Americans plan their trips in 2026. The study, which analyzed millions of bookings and surveyed 4,000 travelers, shows that travelers are adjusting their plans in response to increased prices, particularly in premium travel segments such as luxury hotels and business-class flights. Despite these cost increases, 27% of surveyed travelers anticipate traveling more in 2026, with only 6% expecting to travel less. This suggests that travel remains a priority for consumers despite economic uncertainties. Travelers are adapting by shortening trips, selectively upgrading, and increasingly relying on travel advisors, with more than 60% planning to use
them for primary bookings, especially for longer and more expensive international trips.
Why It's Important?
The findings from Internova Travel Group highlight a significant shift in consumer behavior in the travel industry. As travel costs rise, particularly in premium segments, travelers are becoming more strategic in their planning, seeking expert guidance to navigate these changes. This shift towards more intentional travel planning could have broad implications for the travel industry, including increased demand for travel advisory services and a potential shift in how travel products are marketed and sold. The continued prioritization of travel despite economic uncertainties underscores the resilience of the travel industry and the importance of travel in consumers' lives.
