Travel Trends

Travel demand among Americans remains high heading into summer 2026, with recession worries easing but rising gas and airfare prices emerging as the main deterrents; meanwhile, interest in the upcoming FIFA World Cup and Route 66 Centennial is growing, especially among digitally engaged and higher-income travelers.

Passenger traffic across the European airport network increased by +3.8% in March compared to the same month last year – thus remaining broadly in line with the previous month (February at +4.2%) despite the conflict in the Middle East which started on 28 February.  

Over the next ten years, the global travel and tourism sector is projected to grow at a rate 1.5 times faster than the overall economy, indicating a robust future for the hospitality industry.

The World Travel & Tourism Council’s latest report highlights the robust rebound of the travel and tourism industry, underscoring its resilience in the face of adversity.

This year’s forecast is slightly higher than 2025 when 44.8 million people traveled for the holiday

American travelers are becoming more strategic, value-focused, and anxiety-driven as they plan trips in 2026, with rewards programs, artificial intelligence tools, and flexible travel options playing an increasingly central role in vacation decisions, according to a new Barclays Travel Rewards and Loyalty Report.

New research shows that in 2026, a majority of Americans are reducing their travel budgets due to rising costs, with many adopting cost-saving strategies and prioritizing value over luxury while still seeking meaningful vacation experiences.

Global air travel demand increased by 2.1% in March 2026, with a decline in the Middle East due to geopolitical tensions. Growth in North America remained modest compared to stronger gains in other regions, according to data from the International Air Transport Association (IATA).

GBTA data show that global business travel activity is continuing into 2026, but industry confidence has declined sharply as rising costs, geopolitical tensions, and operational complexity reshape companies’ approach to travel.

The surge in fuel prices coupled with airline capacity issues could lead to significant disruptions in summer air travel, potentially affecting the broader hospitality industry.