Are People Still Traveling in this Economy?!
Yes — but smarter. Travelers in 2026 are more intentional, more value-conscious, and more experience-driven than ever. Here's what the data actually says.
Short answer: yes. Absolutely yes.
Longer answer: the way people are traveling has shifted — and if you understand the shift, you can actually use it to your advantage.
I talk to travelers every week, and the question I hear more than any other right now is some version of "is it even worth it right now, with everything going on?" So let me share what I'm seeing, both from my own clients and from the research I follow closely.
People are still prioritizing travel — they're just being smarter about it
Deloitte's 2026 summer travel survey found that only 45% of Americans planned a paid-lodging vacation this year — the lowest level in six years, largely because of cost concerns. But here's the thing: the people who are traveling aren't spending less. They're spending more intentionally.
The mindset has shifted from "I want a vacation" to "I want the right vacation." That's actually good news for anyone who works with a travel advisor, because getting the right trip for your budget is exactly what I do.
Experiences are winning over stuff
This one isn't new, but it's accelerating. Travelers increasingly want trips that produce real memories — local food, hands-on experiences, wildlife, culture, and adventure. American Express calls it "sight-doing" — not just seeing a place, but connecting with it. If you've been thinking about that bucket-list trip, you're in good company.
Milestone travel is driving big bookings
Destination weddings, anniversaries, milestone birthdays, family reunions, retirement celebrations — these are becoming anchors for larger group trips. American Express found that 66% of global travelers planned to take a trip to celebrate someone else's milestone in 2026. Multi-generational travel is surging right alongside it.
If you have a milestone coming up, now is a great time to start planning. These trips take more lead time, and the good options fill up fast.
Cruising keeps setting records
AAA projects 21.7 million Americans will take ocean cruises in 2026 — another record. It's easy to understand why: one price covers lodging, meals, entertainment, and transportation between destinations. For couples, families, and first-time cruisers especially, it's an efficient and often surprisingly affordable way to see a lot.
The bottom line
The goal isn't to spend less. The goal is to get more value for the money you spend. That means choosing the right destination for your budget and travel style, booking at the right time, and having someone in your corner who knows the difference between a good deal and a cheap disappointment.
That's what I'm here for. If you've been on the fence about a trip, let's talk.