Leisure Travel Momentum Extends into 2026

Leisure travel demand in North America is expected to remain strong through 2026, underscoring the sector’s resilience despite political, economic, and trade-related uncertainty. According to the 2025 Internova Index released by Internova Travel Group, Americans continued to travel actively in 2025, signaling sustained appetite for leisure experiences.

Travelers plan more trips and higher spending

The research shows that respondents took an average of 6.4 trips in 2025. Looking ahead, 27% expect to increase their leisure travel in 2026, with many also anticipating higher spending. Growth is particularly pronounced in the luxury and ultra-luxury segments, where demand for premium experiences continues to outpace the broader market.

Advisors regain central role

A defining trend highlighted in the report is the growing reliance on travel advisors. Around 62% of respondents said they plan to use a travel advisor for most of their trips next year. For international travel, the role of advisors is even more prominent, with 70% of travelers using professional support for their most recent overseas journey.

Evolving preferences across travel segments

Interest in traditional cruises remains strong, while demand is expanding in niche areas such as expedition and luxury yacht cruising. Younger travelers increasingly favor shorter itineraries, while group tours continue to appeal primarily to travelers aged 55 and over. At the same time, private and customized tour options are gaining traction across age groups.

Wellness and luxury shape demand

Wellness-focused travel is emerging as a major driver within the luxury segment, with travelers seeking experiences centered on health, relaxation, and well-being. Pricing trends vary by segment, with airfares and hotel rates rising at the top end of the market while stabilizing or declining in lower tiers. Cruise prices, particularly for expedition products, continue to climb.

Expertise defines value in travel planning

Destination knowledge, personalized service, and assistance with complex itineraries remain the primary reasons travelers turn to advisors. High-end travelers especially value support with visas, logistics, and contingency planning, highlighting the importance of human expertise in an increasingly complex travel environment.

As experts at International Investment note, Internova’s data confirms a structural shift in the travel market: travelers are increasingly prioritizing service quality and expert support over independent booking. In 2026, the combination of personalization, trust, and sustained demand is expected to become a key driver of growth for the travel industry. In the premium segment, this trend also strengthens the role of branded hotels and professionally managed accommodation formats, which are becoming an integral part of the value proposition offered to clients by travel advisors.