Rising travel costs across key segments of the industry are reshaping how North Americans plan, book and prioritize trips, according to research from Internova Travel Group (ITG), one of the world’s largest travel services companies, which includes Travel Leaders Network in its portfolio.
The findings reveal that higher prices are accelerating a shift toward more strategic, experience-driven travel. Consumers are taking fewer but more thoughtfully planned trips, while travel supplier partners and destinations are seeing growing polarization between value-focused and premium travel, with increasing pressure on the middle of the market.
The research is based on analysis of millions of bookings and a survey of 4,000 travellers and is detailed in ‘The Internova Index: North American Traveler Insights,’ ITG’s proprietary research report.
“Travellers are not stepping away from travel, but they are becoming far more intentional about where and how they spend,” said Henry Gilroy, Executive VP, Strategy, at Internova Travel Group. “As prices rise, especially at the premium end of the market, we’re seeing travellers rely more heavily on expert guidance from travel advisors to help them prioritize value, flexibility and meaningful experiences.”
While demand for travel remains strong, the data shows that price increases are concentrated at the higher end of the market – particularly in premium air travel, luxury hotels and expedition cruises – creating new challenges and trade-offs for both leisure and business travellers in 2026.
Amongst the survey’s insights:
- For business travellers and affluent leisure travellers, comfort and time savings increasingly come at a premium. The average long-haul business class airline ticket now costs US$4,500, up from $4,385 in 2023, while economy fares have edged slightly lower, widening the gap between standard and premium travel options.
- Luxury hotel prices are also rising, with North American luxury hotel average daily rates up 4.9%, compared with a 1.8% decline at premium hotels, signalling a growing divide between high-end and mid-market accommodations. Rate growth has been even stronger in international luxury destinations, particularly across Europe.
- Among cruise categories, prices for expedition cruises have increased more than 20% since 2023, far exceeding the 5% increase for contemporary voyages, reflecting surging demand for immersive, small-ship experiences in remote destinations.
- Despite rising costs, 27% of travellers say they expect to travel more in 2026, while just 6% expect to travel less, underscoring the continued priority consumers place on travel even amid economic uncertainty. However, travellers are adjusting by shortening trips, trading up selectively and seeking expert help from travel advisors to navigate rising prices.
- More than 60% of travellers say they expect to use a travel advisor as their primary booking channel in 2026, particularly for longer, more expensive and international trips.
“Higher prices are changing behaviour, not suppressing demand,” Gilroy added. “Travellers want reassurance that they’re making smart choices, and that’s driving a renewed focus on the planning, expertise and personalization that travel advisors provide.”
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