Travel Experts, which has more than 600 independent advisors focusing on the luxury market, found an overwhelming number of its members report that business for 2026 is up, with clients booking more and spending more on vacations.

Some of the key points noted by advisors responding to a recent survey are that cruises are selling well all over the world, Europe vacations continue to be a top choice by clients and Japan leads all destinations in the Asia/Pacific market. In addition, Sharon Fake, executive director for Travel Experts, said, “Initial reports from suppliers indicate that business for 2026 is trending higher than 2025 based on the increase in bookings they are seeing from our advisors.”

Europe on Top

Europe remains the No. 1 destination among Travel Experts’ clients, with a high number of bookings for spring and summer of 2026. Not surprisingly, Italy continues to be the top destination, followed by Greece and the U.K. close behind. The Mediterranean market, as well, is leading the way for cruising. Northern Europe, transatlantic sailings and voyages that include Iceland are all seeing increasing interest.

Tying the Med for most popular cruise destination was Alaska. And joining the list of destinations growing in popularity was Tahiti.

When it came to river cruises, Europe was also the top destination, with the Danube being the top choice for clients. That said, advisors also noted an upsurge in bookings for the U.S. domestic market.

Seasonal Travel

Hawaii topped the list of domestic destinations in the survey, with most sales to Maui. Coming in a tie at second place was Florida and California, with wine country leading the way on the West Coast.

For winter vacations, the Caribbean and Mexico remain high on client’s plans, and there’s growing interest in booking trips to Australia, New Zealand and Africa. Couples and honeymooners lead the way for vacationers to the Caribbean with two hot spots being Turks & Caicos and Antigua for 2026.

In addition, South and Central America bookings for winter and spring 2026 are high with Costa Rica and the Galapagos Island topping the list in that region.

Summer plans include vacations to Alaska as well as a variety of other domestic destinations. Spring vacations appear to be the choice time in the Asia/Pacific markets with an overwhelming demand for Japan, amounting to twice as much as Vietnam and Thailand are garnering together, according to those advisors responding.

What Travel Experts’ Advisors Are Saying

Michelle Orr of Master Travel, said, “Europe will always be a strong seller for us, especially Italy. But my clients are seeking out more adventure. We have a lot of inquiries for expedition sailings to Antarctica and the Arctic and are seeing more interest in safaris. It seems people are tired of crowds everywhere and wanting to seek out lesser known destinations.”

Black Sheep Travels’ Andrea Strahl said, “While repeat clients are spending more money, they are being more thoughtful about how and what they spend on, favoring experiences over high-priced hotel rooms.

“Clients are spending more time in a single destination, choosing cultural immersion and connection over a ‘highlights only’ travel experience. We are also seeing an incredible uptick in Africa safari requests for families and couples who want something new and different together.” 

Sheila Marie Michels of Hometown Travel, said, “Travelers are booking much farther in advance, 2027 and beyond, and more families and multigenerational adult groups are choosing to travel together. Spending is increasingly directed toward experiences rather than possessions. Clientele are splurging on premium cabins, first-class flights, upgraded room categories, and bespoke custom curated private travel.

“There is also a strong move away from mass-market tourism and social-media-driven hotspots. Instead, my clientele want unique, off-the-path itineraries with deeper cultural immersion, an authentic moment that can’t be replicated on a TikTok feed.  

“In short, the trend is unmistakable for a desire of quality over quantity, connection over consumption, and tailor-made journeys over templated vacations.  Also great is that they are opting to reach out for a professional advisor for assistance rather than curating on their own.”