New data show Americans are reshaping how they will travel in 2026, embracing off-season escapes, quieter destinations, luxury’s continued rise, and a more strategic use of points, perks, and planning tools.
Americans are planning smarter, more meaningful trips next year, leaning into off-season travel, quieter destinations, and a widening divide between budget-savvy explorers and premium-oriented travelers. That is the shared throughline emerging from two major dispatches: The Points Guy’s new 2026 Travel Trends Report and Virtuoso’s latest luxury travel analysis.
A travel landscape splitting in two
The Points Guy (TPG) released its annual forecast ahead of the new year, noting that most Americans expect to maintain or increase their travel spending in 2026, even as a significant minority plans to pare back. The shift is more about intention — choosing dates, destinations, and experiences with greater care.
“Instead of flocking to crowded, expensive cities, Americans are embracing shoulder-season trips and seeking more unique, affordable, and nature-focused destinations,” Brian Kelly, founder of The Points Guy, said in a statement. “With economic concerns top of mind, they’re planning strategically and spreading the travel love throughout the year, making experiences feel more meaningful while easing pressure on traditionally over-visited hotspots.”
Economic conditions are also shaping these choices. With the U.S. dollar softening against several major currencies, travelers are reconsidering traditional European circuits in favor of destinations where exchange rates stretch further or where overtourism is less acute. Interest is rising in low-traffic domestic towns, second-tier international cities, and regions that offer both value and room to breathe.
Luxury defies gravity
Virtuoso’s recent luxury travel data reveal a different but equally pronounced trajectory. High-end bookings rose 12 percent from January through June compared to the same period last year. Hotels posted the strongest gains, nearly 26 percent — climbing to 33 percent in the second half of the year — while cruise and tour bookings continue to build momentum across multiple markets.
This widening split captures two distinct travel philosophies. Some travelers are maximizing budgets through road trips, shoulder-season dates, and strategic simplicity. Others are leaning deeper into curated itineraries, boutique hotels, and upgraded cabins. Generational patterns reinforce the divide: younger travelers pursue immersive, transformative moments, while older travelers value comfort, specialization, and ease.
Shifting trends
Sustainable travel is still influencing decision-making across demographics. More than three-quarters of Virtuoso advisors report increased interest in responsible travel, and 42 percent of travelers say they are willing to pay more for brands with environmentally aligned policies. Solo female travel — especially among women over 65 — continues to grow, shaped by a preference for slower routes and destinations that feel mindful rather than crowded.
Credit-card loyalty strategies are becoming essential, too. Points and miles increasingly determine whether a trip feels elevated or economical, and travelers are designing itineraries around the efficiencies these programs unlock. At the same time, AI-powered planning tools and real-time pricing alerts are reshaping how travelers book, compare, and refine their plans.
Virtuoso also notes a marked rise in the desire for guidance: a 76 percent increase in consumers seeking out travel advisors. Safety, insider access, and tailored support are driving this demand, particularly as travelers navigate climate-related “coolcations,” fluctuating currencies, and shifting seasonal patterns. The result is a landscape where travelers are attuned to both value and experience — approaching 2026 with strategies that reflect a more deliberate, discerning approach to exploring the world.
Related on Ethos:
