Leisure travel in 2025 remained strong despite several headwinds, a trend that is expected to carry over into 2026, according to the 2025 edition of the Internova Index: North American Traveler Insights. The report also found that demand for the services of travel advisors is expected to increase in 2026.
Looking ahead, 27% of respondents to this year’s survey said they expect to travel more for leisure in 2026 and 62% said they expect to use a travel advisor in planning and booking most of their future trips.
While luxury and ultra-luxury travelers show the highest intent to use a travel advisor, the demand for travel advisors services went up among premium and value travelers as well to just over 60% of premium travelers (up from approximately 43% last year) and about 55% of value travelers (up from approximately 48% last year).
When asked why they plan to use a travel advisor, respondents cited advisors’ expertise on destinations and activities as the primary reason, 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 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.
“Based on our research, we’re optimistic about the outlook for leisure travel in 2026,” said Henry Gilroy, executive vice president, strategy, for Internova. “We find that increased demand is consistent among all sectors, although it’s particularly strong among luxury and ultra luxury travelers. Consumers are eager for the relaxation, experiences, and human connection that travel offers and want to take advantage of the expertise that our travel advisors provide.”
Findings by Travel Category
Cruise
While consumers are still most interested in traditional cruises, one-third of respondents expressed interest in luxury yachts and expedition cruises. Younger travelers show a stronger interest in luxury yachts compared to other age groups, while those 35 to 55 show stronger interest in expedition cruises.
Additionally, younger travelers are most interested in shorter voyages of less than five days, with 43% of those under 35 saying their ideal length of cruise is five days or less. For those aged 55 or older, six to nine nights was the most popular length, with 10 to 14 nights not too far behind.
Group Tours
Demand for group tours remains strongest among travelers over age 55, but younger travelers are showing some interest in private tours.
Wellness
While demand for wellness travel remains flat, luxury travelers are increasingly looking for wellness trips that focus on healthy eating and spa retreats.
Pricing
Across air and hotels, prices have increased toward the higher end of the luxury market but decreased toward the lower end. However, the price of cruises has continued to increase, especially for expedition cruises.
The 2025 Internova Index: North American Traveler Insights used proprietary data on millions of travel bookings by North American residents and a survey of 4,000 North American travelers across all ages and wealth groups. The report was compiled by Internova Analytics and Consulting, a group within Internova Travel Group.
