Internova Travel Group Research Highlights Shift in Travel Planning Due to Increased Costs

Research by Internova Travel Group indicates that rising travel costs are prompting Americans to plan fewer, more strategic trips in 2026.

Internova Travel Group has released findings from its research indicating that increased travel costs are influencing how Americans plan and prioritize their trips in 2026. The study, which analyzed millions of bookings and surveyed 4,000 travelers, is detailed in the Internova Index: North American Traveler Insights report.

The data indicate that travelers are adjusting their plans in response to rising prices, particularly in premium travel segments such as luxury hotels, business-class flights, and expedition cruises. The average cost of a long-haul business class airline ticket has risen to $4,500, up from $4,385 in 2023. In contrast, economy fares have declined slightly, highlighting a widening gap between standard and premium travel options.

Luxury hotel rates in North America have increased by 4.9%, while premium hotel rates have decreased by 1.8%. International luxury destinations, particularly in Europe, have experienced even greater growth. Expedition cruise prices have surged by over 20% since 2023, compared to a 5% increase for contemporary cruises, driven by heightened demand for small-ship experiences in remote locations.

Despite these cost increases, 27% of surveyed travelers anticipate traveling more in 2026, with only 6% expecting to travel less. This suggests that travel remains a priority for consumers despite economic uncertainties. Travelers are adapting by shortening trips, selectively upgrading, and increasingly relying on travel advisors. More than 60% of travelers plan to use a travel advisor as their primary booking channel in 2026, particularly for longer and more expensive international trips.

The research highlights a shift toward more intentional travel planning, with travelers seeking expert guidance to navigate rising costs and prioritize value and flexibility. The findings suggest that while higher prices influence travel behavior, they do not diminish overall demand.