Heftier rates, including premium air, luxury hotels and expeditions cruises, have American travelers reassessing the types of trips they take in 2026, according to research conducted by Internova Travel Group.
“The findings reveal that higher prices are accelerating a shift toward more strategic, experience-driven travel,” Internova said.
“Consumers are taking fewer but more thoughtfully planned trips, while travel supplier partners and destinations are seeing growing polarization between value-focused and premium travel, with increasing pressure on the middle of the market.”
Data from the proprietary research report –Internova Index: North American Traveler Insights – was gleaned from millions of bookings a survey as well as from 4,000 travelers.
“Travelers are not stepping away from travel, but they are becoming far more intentional about where and how they spend,” said Henry Gilroy, Internova Travel Group’s executive vice president, strategy.
“As prices rise, especially at the premium end of the market, we’re seeing travelers rely more heavily on expert guidance from travel advisors to help them prioritize value, flexibility and meaningful experiences.”
Internova noted that the typical long-haul business class air ticket now stands at $4,500, up from $4,385 in 2023, “while economy fares have edged slightly lower, widening the gap between standard and premium travel options.”
On average, North American luxury hotel rates have increased by 4.9%, “compared with a 1.8% decline at premium hotels, signaling a growing divide between high-end and mid-market accommodations,” the company said, adding that prices are higher in Europe other international luxury hotel destinations.
On the cruise front, rates for expedition itineraries have risen by upward of 20% since 2023, “far exceeding the 5% increase for contemporary voyages, reflecting surging demand for immersive, small-ship experiences in remote destinations,” Internova report said.
“Despite rising costs, 27% of travelers say they expect to travel more in 2026, while just 6% expect to travel less, underscoring the continued priority consumers place on travel even amid economic uncertainty.”
To counter rising costs, travelers are shortening their trips while “trading up selectively and seeking expert help from travel advisors to navigate rising prices,” the report found.
“More than 60% of travelers say they expect to use a travel advisor as their primary booking channel in 2026, particularly for longer, more expensive and international trips,” the report said.
“Higher prices are changing behavior, not suppressing demand,” Gilroy said. “Travelers want reassurance that they’re making smart choices, and that’s driving a renewed focus on the planning, expertise and personalization that travel advisors provide.”
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