Rising travel costs in 2026 are prompting Americans to rethink how they plan and book their trips, according to research by Internova Travel Group. The study highlights a shift towards more strategic, experience-driven travel, with consumers opting for fewer but more thoughtfully planned trips. This trend is driven by increased prices in premium air travel, luxury hotels, and expedition cruises, which are creating a divide between value-focused and high-end travel options.
Internova's research, detailed in The Internova Index North American Traveller Insights, is based on millions of bookings and a survey of 4,000 travellers. Henry Gilroy, Executive Vice President of Strategy at Internova, noted, "As prices rise, especially at the premium end of the market, we're seeing travellers rely more heavily on expert guidance from travel advisers."
The data shows a significant rise in costs for premium travel options. The average long-haul business class ticket now costs $4,500, up from $4,385 in 2023, whilst luxury hotel rates in North America have increased by 4.9%. Expedition cruise prices have surged by over 20% since 2023, reflecting a growing demand for immersive experiences.
Despite these rising costs, 27% of travellers expect to travel more in 2026, with only 6% planning to travel less. More than 60% of travellers are turning to travel advisers as their primary booking channel, particularly for longer and more expensive trips. Gilroy added, "Travellers want reassurance that they're making smart choices, and that's driving a renewed focus on the planning expertise and personalisation that travel advisers provide."
Internova Travel Group, one of the world's largest travel services companies, continues to offer high-touch, personalised travel expertise through its extensive network of travel advisers and exclusive programmes.
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