If youâre anywhere near the Midwest, youâve been hearing about the recent snowstorms dropping from between 8-16â. While not proven, Iâm certain thereâs a positive correlation with warm destination flights booked immediately following a blizzard đ.
That said, with 2026 around the corner, travelers will begin planning their mid-winter getaways, spring break trips, summer vacations, or even those bucket list trips. In the recent vertical knowledge briefing from our research team youâll find more than a 50lb checked bagâs worth of insights!
Here are the top takeaways as you approach travel-related clients in 2026:
- Leisure travel remains stable: Over 80% of travel is for leisure, average stay is expected to remain at approximately 5 days, and daily expenditures are not expected to shift much.
- Approximately one third of Gen Z and Millennials traveled 2-3 times in the past year, making these younger generations strong target audience groups. Meanwhile, Baby Boomers are the most likely to have not traveled in the past year.
- Nearly half of vacationers plan to travel with family in the next 12 months. About one-third intend to visit family/friends or a specific attraction, while others aim to try something new or enrich a personal interest. As plans contain traveling with loved ones and bettering themselves, brands should include the enrichment theme in their creatives.
Lastly, want some key points to impress leadership while youâre in talks with travel clients or destination marketing orgs? Here are the key forces reshaping todayâs consumer travel decisions in the industry: Executive Edge – Travel VKB (Nov 2025).pptx
- Macroeconomic Pressures: Inflation, tariffs, and fluctuating consumer confidence are reshaping travel budgets and priorities. Sticky inflation + rising service costs are pushing travelers to trade down, shorten trips, or delay international travel.
- Shifting Consumer Priorities: Travelers are seeking value, flexibility, and unique experiences over traditional luxury. Consumers are more cautious but still craving experiences, theyâre simply choosing smarter, not necessarily less.
- Digital Expectations: The rise of digital-first planning and booking is elevating expectations for smooth, personalized journeys. Seamless booking, cancellation flexibility, and transparent pricing are now table stakes.
- Global Uncertainty: Geopolitical tensions and regulatory changes are impacting international travel flows. Tariffs and fuel-price swings are creating pricing volatility, especially for aviation and international packages.
Have an opportunity coming up or want to chat strategy? Give me a shout and weâll set up time to connect!