Leisure travel across all sectors remained strong in 2025, a trend that should carry over into 2026, according to the 2025 edition of the Internova Index: North American Traveler Insights. These findings were accompanied by increased demand for the services of travel advisors, Internova Travel Group said.
Despite concerns surrounding tariffs and other political and economic events, Americans were on the move this year, with the average traveler taking 6.4 trips. Looking ahead, 27% of respondents surveyed expect to travel more for leisure in 2026, while 62% expect to use a travel advisor in 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, EVP, strategy for Internova. “We find that increased demand is consistent among all sectors, although it’s particularly strong among luxury and ultra-luxury travelers.”
The Index also found that while consumers are still most interested in traditional cruises, one-third of respondents expressed interest in luxury yachts and expedition cruises. In addition, younger travelers reported interest in shorter voyages of less than five days. This is likely because, as the report noted, the price of cruises has continued to increase, especially for expedition cruises. Shorter trips are more budget-friendly options.
(Along those lines, Internova pointed out that, across air and hotels, prices have increased toward the higher end of the luxury market but have decreased toward the lower end.)
Demand for group tours, alternatively, remains strongest for travelers over age 55; however younger travelers again are showing some interest in private tours.
Luxury travelers, according to Internova, are increasingly looking for wellness trips that focus on healthy eating and spa retreats.
Expertise on destinations and activities continues to be the primary reason for booking with a travel advisor, especially for long-haul and lengthier vacations. Seventy percent of respondents said they used an advisor for their most recent international trip. Consumers are also increasingly turning to advisors for their knowledge of clients’ travel preferences as well as the support they provide in the case of unexpected events during a trip.
While they rate destination expertise as most important, luxury travelers are also more likely to use advisors for their ability to deal with complex travel arrangements, particularly visas, as well as the time-saving benefit.
