The report indicates that despite ongoing concerns
around tariffs and broader political and economic uncertainty, Americans
continued to travel actively in 2025. On average, travelers took 6.4 trips
during the year. Looking ahead, 27% of respondents expect to travel more for
leisure in 2026, while 62% anticipate using a travel advisor for planning and
booking most of their trips.
“Based on our research, we’re optimistic about the
outlook for leisure travel in 2026,” said Henry Gilroy, Executive Vice
President, Strategy, for Internova. “We find that increased demand is consistent
among all sectors, although it’s particularly strong among luxury and
ultra-luxury travelers. Consumers are eager for the relaxation, experiences and
human connection that travel offers and want to take advantage of the expertise
that our travel advisors provide.”
The Internova Index highlights continued interest in traditional cruises, while also noting growing demand for niche segments. Around one-third of respondents expressed interest in luxury yacht and expedition cruises, with younger travelers showing preference for shorter cruise itineraries of fewer than five days. Group tours remain most popular among travelers aged 55 and over, though younger travelers are increasingly considering private tour options.
Wellness travel is also emerging as a key driver in
the luxury segment, with travelers seeking trips focused on healthy dining, spa
experiences, and overall well-being. In terms of pricing, the report notes that
airfares and hotel rates have increased at the higher end of the luxury market,
while moderating or declining at the lower end. Cruise pricing continues to
rise, particularly for expedition products.
The role of travel advisors remains central,
especially for complex and long-haul itineraries. Seventy percent of
respondents said they used a travel advisor for their most recent international
trip. Destination knowledge and expertise in activities remain the primary
reasons for working with an advisor, along with personalized service and
support in managing disruptions or unexpected events.
Luxury travelers, in particular, value advisors for
handling complex travel arrangements, including visa requirements, as well as
for the time-saving benefits they provide.
The
2025 Internova Index is based on proprietary booking data from millions of
North American travelers and a survey of 4,000 consumers across all age groups
and wealth segments. The research was conducted by Internova Analytics and
Consulting, which provides data-driven insights to suppliers, destinations, and
travel agencies to help them respond to evolving travel trends and industry
challenges.
Tags: Henry Gilroy, Internova Travel Group
