For Americans, 2026 is shaping up as a year of more conscious, carefully planned travel, where quality and experience take precedence over quantity. On this basis, despite rising travel prices, Americans appear determined to continue traveling with the same if not greater intensity in 2026.
According to new research by Internova Travel Group, 27% of American travelers say they plan to travel more this year, while only 6% expect to reduce their travel.
This comes despite the fact that the average long-haul business class airfare has risen to $4,500 (from $4,385 in 2023), luxury hotel prices in North America have increased by 4.9%, and expedition cruises have recorded price increases of more than 20% since 2023.
At the same time, more than six in ten Americans say they will turn to a travel advisor as their primary booking channel for major, high-cost, or international trips, confirming that travel remains a top priority it is simply becoming more strategic and carefully planned.
These findings are included in the Internova Index: North American Traveler Insights report, which is based on millions of bookings and a survey of 4,000 travelers. The picture that emerges is clear: travelers are not giving up on vacations, but are reassessing how they travel. They are opting for fewer but more meaningful trips, seeking experiences with clear value for money, and investing in careful planning, while the market shows increasing polarization between value-for-money options and high-end luxury.
Polarization in Pricing Trends: Which Services Are Becoming More Expensive and Which More Affordable
In air travel, the gap between standard and premium experiences is widening. Economy fares are edging slightly downward, while premium categories are becoming more expensive. Similarly, in accommodation, luxury hotels are recording clear price increases, in contrast to upper mid-scale hotels, where a decline of 1.8% is observed. In high-end international destinations particularly in Europe price increases are even more pronounced.
The most explosive price rally is seen in expedition cruises, with increases of more than 20% since 2023, compared to 5% for traditional cruises. The shift toward smaller ships and exploration-focused experiences in remote destinations further strengthens the premium nature of the product.
Faced with this new reality, travelers are adjusting their behavior: shortening trips, upgrading more selectively, and turning to specialized professionals to secure better options.
According to Henry Gilroy, Executive Vice President of Strategy at Internova, higher prices do not suppress demand they reshape it, as travelers increasingly seek certainty, flexibility, and meaningful value.
