Internova Travel Group’s latest research, published on 6 January 2026, indicates that escalating prices in premium airfares, luxury hotels, and expedition cruises are prompting US travellers to reassess value, timing, and booking strategies.
While overall demand stays robust, the data shows concentrated increases at the high end, with expedition cruises up over 20pc since 2023, leading to trade-offs in leisure and business travel choices.
Global travel interest remains robust into 2026, with projections for increased ocean cruises (over 21m Americans) and air passengers (5.2 bn worldwide), fuelled by major events and softening fares. Shorter, frequent trips and event-centric travel, including the Winter Olympics and World Cup, drive optimism, though economic uncertainties temper expectations for some segments.
The hotel sector enters 2026 with a pronounced divide, as luxury RevPAR growth significantly outpaces other segments, driven by high-income travellers and major events like the FIFA World Cup.
Reports highlight uneven recovery, with premium demand strong while broader markets navigate affordability pressures and labour challenges. The tournament is expected to generate substantial room revenue in host cities.
Hospitality in 2026 sees accelerated adoption of AI for personalised services, sustainable practices, and operational efficiency amid economic shifts. Deloitte insights highlight six key forces reshaping the sector, including tech-savvy guest expectations and balancing growth with sustainability, as properties adapt to evolving behaviours.
Tour operators are capitalising on surging event-based demand, with packages tied to the Winter Olympics in Milan, FIFA World Cup in North America, and other spectacles. Research shows nearly half of younger travellers prioritise events when choosing destinations, positioning sports and cultural happenings as key growth drivers.
Premiumisation is intensifying in Aviation with new cabin upgrades. Airlines are planning to advance premium offerings in 2026, including expanded first-class seats, domestic premium products from carriers like JetBlue, and lounge expansions. The gap between luxury and economy widens as carriers target high-yield passengers amid flat airfares and economic caution.
