Sizzling Summer Sales: How to Boost Bookings and Unlock Demand

 

The 2026 summer travel season is shaping up differently than in a typical year. Economic shifts and changing global dynamics are prompting many travelers to take a closer look at their vacation budgets and where they choose to visit. However, Bank of America reported in its analysis Summer Travel 2026: Resilient, But Uneven overall consumer spending growth has been strong so far this year, with spending growth on airfares rising among middle- and higher-income households. In terms of international destinations where Bank of America’s credit and debit card customers are making the most in-person transactions, Mexico ranks first for the second consecutive year, accounting for 20 percent of all international in-person transactions in 2026. 

This is unsurprising given the effect of rising fuel prices on airfare. But savvy travel professionals are still helping clients make the most of their summer vacation dollars. “While higher fuel costs can influence airfare, travelers still have plenty of ways to maximize their travel budget,” says Barbara Burpulis McMahon, a travel advisor with Envoyage. “One of the biggest opportunities is to be flexible by traveling a day or two earlier or later, choosing alternate airports or visiting destinations closer to home can often result in significant savings.”

Photo Credit: Courtesy of Xcaret Hotels

Delivering Value 

Regardless of airfare, Americans still place great importance on summer travel. According to a 2026 BestMoney survey of 1,000 U.S. adults’ summer travel plans, 63 percent are willing to make financial sacrifices to take a vacation. Although that doesn’t necessarily mean they want a summer holiday on a shoestring. “A great vacation isn't always the cheapest one, it's the one that delivers the best experience for the budget,” says Burpulis McMahon. “Sometimes that means choosing a different destination, traveling during the shoulder season or selecting an all-inclusive resort or cruise where many expenses are included upfront. By planning strategically, travelers can often enjoy more while spending more wisely.”

Safeguarding travelers’ summer holidays is another form of value that many don’t initially consider. Sabrina Hudson, an outside travel advisor with Goldrush Getaways, creates social media posts specifically about vacation protection to help clients understand that it’s about more than just cancellation. She explains, “I encourage them to purchase it in case of issues like lost or delayed luggage or in case they need to visit a doctor or dentist.” 

Qualifying Clients

But before discussing travel insurance, most travel advisors consult with clients to discover what they expect from their summer vacation. Afterall, “fun in the sun” isn’t a one-size-fits-all getaway. To some clients, that might mean a leisurely beachfront vacation, while others may want an active itinerary filled with adventure or tours. Still others might envision themselves immersed in local culture. Burpulus McMahon uses this client feedback to recommend destinations, accommodations and experiences that align with clients’ personalities and expectations, adding “my goal is to create a vacation that’s not only memorable, but feels personalized from start to finish.” 

By understanding what matters most to them, I can recommend destinations, accommodations and experiences that truly fit their personality and expectations. My goal is to create a vacation that's not only memorable but feels personalized from start to finish.”

Photo Credit: Courtesy of Xcaret Hotels

Connect With Family, Disconnect from Stress

No matter a client’s preferred vacation style, the overall summer travel experience shouldn’t be underestimated. With the kids out of school, family holidays are a formative view of summer vacation for many of us. The argument could be made that it’s even more important in today’s world, dominated by mobile devices and social media. In its article "Why You Should Travel with Your Kids," the Institute for Family Studies makes the case that “in a world that mostly pushes individuality to the extreme, travel gives families a rare chance to genuinely work together and forge a much-needed group identity. It turns families into teams.”

For school-aged children, summer getaways with family and close friends nurtures emotional security, according to the Associated Clinic of Psychology’s report, "The Benefits of Summer Break for Students’ Mental Health." The study also shows that summer activities that involve peer-interaction outside of academics can bolster kids’ self-confidence and reduce social isolation for teens who might miss their daily social networks at school. 

Of course, traveling with kids isn’t a prerequisite for a summer holiday. Adults can also benefit from the change of scenery and change of pace. “When we step away from our routine, our brains reset. Anytime we experience a new activity, new neural connections form in the brand,” says psychologist Susan Albers of Cleveland Clinic in the article "What Vacations Do For Your Brain." “Those new pathways help you see things from different perspectives and improve your problem-solving skills.”

Women in their 50s are among Sandy Colling’s best summer travel clients. Colling, founder and luxury travel advisor at Just Travel with Sandy, a Virtuoso and Fora affiliate, explains that while these women are now empty nesters, “summer still feels like permission to go on vacation.” She also has clients who want to escape the busy season at home. But the common denominators among all of these clients are desire for local cultural experiences, coastlines and good food. 

Culinary Experiences

Even at the height of summer, culinary tourism is hot. Its market size is actually expected to hit nearly US$5 trillion by 2035, according to the Tourism Innovation Summit article "Why Food is the New Travel Currency: the Power of Gastronomy." Food has become such a powerful motivating factor for travel that Travel and Tour World (TTW) compiles an annual list of the Top 50 Food Destinations Around the World, with Mexico ranked number one for 2026.

“Clients may be in bathing suits on the beach, but I’ve never had that deter anyone from culinary travel in summer,” says Hudson. “People still want to eat.” She adds that clients are motivated to try restaurants that come highly recommended — often by Hudson, herself —  as well as reputable restaurants that might be a bucket list experience and even cuisines they’ve already familiar with because the experience will differ from one restaurant to another. 

A Time for Discovery and Rediscovery

The same can be said for a destination or a style of accommodations. Multiple visits to the same locale or similar types of hotels or resorts can be a means of delving deeper into local customs. “I built my business around the idea that travel is the most powerful tool for personal transformation, and summer trips, with their longer days and slower pace, give people room to immerse themselves in the local culture,” notes Colling.

Likewise, summer can also prove the perfect time for clients to discover the traditions of a culture entirely new to them. Burpulis McMahon has had great success in recommending new destinations to clients, noting that they’re often the trips that clients remember most. Those highly memorable vacations also beget future bookings. “Whether clients are preparing for their summer trip or have just returned home, thinking about the memories they’ve made, reaching out during those moments allows me to build on that excitement and help them plan ahead,” she explains.

Tags:  2026 summer travel season

Source: Travel Weekly