Travel trends and client behavior never cease to interest and surprise us. For example, in 2025 it seemed certain for a while that consumers would cut back on travel habits as tariffs were introduced, government workers were laid off and the stock market wobbled. But then the ship righted and people went right back to doing what they've been doing: making travel a priority.
In other words: With uncertainty the new certainty, it made little sense for clients to infinitely delay their booking plans.
Research, reporting and careful analysis by our team of editors for the annual Preview issue of prognostication indicates that many clients will continue to travel in 2026. In our annual Travel Industry Survey, a majority of advisor respondents said they were optimistic about the future of the agency landscape. On the destinations front, members of the USTOA projected that Italy, France, Japan, Portugal and Greece would lead the way. Japan, certainly, seems to be on everyone's bucket list, and demand shows no sign of abating. River cruise lines have seen a surge in interest in France. And really, there's no question that Americans just love travel to Italy.
For U.S. travel, the picture remains a little murky. On one hand, marquee events like the FIFA World Cup and events around the 250th anniversary of the nation's founding suggest that it could be a banner year for domestic travel. But on the other hand, the U.S. has lost international-travel momentum, as Canadians stayed away, President Trump reintroduced travel bans and stories of arrival hassles spooked some travelers.
After reading our Preview segments and speaking to reporters for our Folo by Travel Weekly podcast episode on what lies ahead for 2026, one through-line appeared: The luxury market is still strong. Clients in the luxury market are less rocked by economic headwinds, and they've shown they aren't intimidated by ever-higher hotel rates.
Earlier in 2025, a Travel Weekly two-part cover story examined the growth of the six-figure vacation. And from advisors' booking patterns to hotel ADR to the airlines' expansion of its front-of-cabin seating -- and Regent Seven Seas Cruises' $25,000-a-night suite on the Seven Seas Prestige that debuts later this year -- we see that trend, and spend, continuing.
But elsewhere, it more of a struggle for mass market travelers and people in the midscale and aspirational-luxury segments who are more impacted by inflation and costs. Hotel industry watchers point to a "K-shaped economy" in which high-income earners pull ahead and lower-income earners lag behind. And Embark Beyond CEO Jack Ezon said that in some hotels, the most expensive suites are booking up while entry-level rooms remain empty.
If clients are going to travel, there are signs that some will approach their vacations a bit differently. For tours, we're seeing shorter itineraries gain in popularity, which speaks to both Americans' preference for quick getaways. At the same time, small group tours are surging, and that speaks to travelers' desire for more intimate, immersive experiences.
Cruising is still forging ahead, and the big story this year will likely be its private destination expansion.
Another trend that hasn't seemed to slow is the booking window: Clients are back to last-minute bookings and short windows. But to return to the luxury-travel market, there's a longer window for those one-off itineraries and top suites (or both): Those who can afford them are locking in as soon as the books open.
Overall for 2026, the industry seems to be where Collette's Jeff Roy is: "Cautiously bullish."