2026年全球旅游业状况报告

2

ThisreportisproducedforSkiftResearchsubscribersandisforsubscribers’useonly.SubscribersacknowledgethatthecontentsofSkiftResearchreportsarecopyrightedbySkiftandthatneithersubscribersnortheiremployerswhereapplicableherebyobtainrightswhatsoeverinthesame.Subscribersshallnotdirectlyorindirectlyreproduce,downloadorotherwisedistribute(inprint,electronic,orintranetformat)thisreport,initsentiretyorinpart,withoutpriorwrittenpermissionfromSkift.

Whiletheauthorshavemadeeveryattempttoensurethatthedataandanalysespresentedinthisreportarereliableandaccurate,SkiftResearchcannotbeheldresponsibleforanyerrorsoromissions.

TheStateofTravel2026

3

AUTHORS

SETHBORKO

HEADOFRESEARCH

SANIYAZANPURE

SENIORRESEARCHANALYST

VARSHAARORA

RESEARCHMANAGER

ASHAB

RIZVI

SENIORASSOCIATE,SKIFTADVISORY

ROBIN

GILBERT-JONES

SENIORRESEARCHANALYST

ATHIRATHOPPIL

JUNIORRESEARCHANALYST

LINDSEYROESCHKE

SENIORRESEARCHANALYST

PREEYA

KHONGWIR

RESEARCHEDITOR

TheStateofTravel2026

4

InadditiontoSkift’sownresearchanddata,thisreportdrawsheavilyonthird-partysourcesandreports.Wewouldliketoacknowledgeandthanktheresearcherswhoworkhardeverydaytoimprovethetravelindustry.

AirDNA

AerLingus

AirCanada

Airbus

Amadeus

AmericanAirlines

AustralianInstituteofMarineScience(AIMS)

BarcelonaTourismObservatoryBBC

BCG

BeautifulDestinationsBeyond

CapgeminiCBRE

ChinaMinistryofCultureandTourism

Cirium

CloudbedsCNBC

CNNTravelCollinson

Companyannualreports

CoStarCriteo

CruiseLinesInternationalAssoc.

Curacity

DAEP,GovernmentofDubaiDataAppeal

Duetto

eMarketer

EmergingTravelGroupEthiopianAirlines

ExpediaGroupForbes

Foster+PartnersGetYourGuide

GHADiscovery

GoNexusGroup

Henley&PartnersHostaway

HVSIATAIberia

IraVoukConsulting

KenyaMinistryofTourism&WildlifeTourism

KeyData

KingSalmanInternationalAirportLighthouseIntelligence

McKinsey&Co.

Nium

NRGOAG

OnyxCentersource

PwC

Qualtrics

Shiji

SkyscannerSnapInc.

SojernStatistaSTR

TravelWeekly

TravelgateX

Trepp

TrustYouTSA

TurnerConstruction

U.S.BureauofLaborStatisticsUNTourism

UniversityofCalifornia,IrvineUzbekistanNationalStatisticsCommittee

Viqal

VisitGreenland

TheStateofTravel2026

5

1.

INTRODUCTION

2.THETRAVELSTACK

Consumers

Commerce

Operations

Experiences

3.THESECTORS

Accommodations:Hotels

Accommodations:Short

-

termrentals

Airlines

Onlinetravelagencies

Traditionaltravelagents

Multi

-

daytoursandactivities

Cruises

7

12

14

39

61

86

110

111

120

126

133

140

146

154

TheStateofTravel2026

BACKTO

TheStateofTravel2026

8

INTRODUCTION

WelcometoSkiftResearch’sStateofTravel2026report

2026ISTHEYEAROFINTELLIGENCE

SkiftResearchhasalwaysstoodfortravelintelligence.Andinjustafewyears,artificialintelligencehasgonefromatoytoaprototypetonowdeeplyembeddedinthetraveljourney.Itfeelsappropriate,then,thatthisisalsotheyearthatourannualStateofTravelreportgetsamajoroverhaul.

Inpasteditionsofthisreport,weexaminedeachoftheindustry’sconstituentsectorsandtookaroadtripthroughtheglobaltravellandscape.Thistime,wewantedtotrysomethingdifferent.

Forthisyear’sreport,wecreatedanewtravelintelligenceframework:thetravelstack.Ratherthanbreakingtraveldownintosubsectors,weidentifiedfouruniversallayersthatapplytotheentire$11trilliontravelindustry.Andnottoworry,forthosewholovedtheoldformat,wewillstillhavesectorcoverageattheendofthisreport,butinaleanersection.

Althoughthestructurehasbeenrefreshedthisyear,thegoalofStateofTravelremainsthesame:toarmyouwiththebestpossibletravelintelligence,sothatyoucanmakethebestpossibledecisionsaboutthefutureofyourbusiness.

TheStateofTravel2026

OurnewframeworkcreatesaTRAVELSTACKwithfourlayers:

1.CONSUMERS:Whoisthemoderntraveler?

2.COMMERCE:Howdoyoureachcustomersandselltravel?

3.OPERATIONS:Whatisthetravelproduct/servicebeingdelivered?

4.EXPERIENCES:Wheredotravelerswanttogoandwhatdotheywanttoexperiencewhilevisiting?

Someofyouare“full-stack”travelbusinessesthatowneachlayer.Othersarespecialistswhoworkwithpartnerstocloseoutthefullloop.Buteverytravelerjourneyhappensacrosseverylayerand,asaresult,alltravelcompaniesareexposedtoallfour.

Withineachlayer,travelisevolving,creatingnewchallengesandopportunitiesfortheindustrytounderstand.Andyet,atthesametime,eachpartofthestackalsohasanorthstarthatcanguideourdecision-makingaswerespondtonewtoolsandtechnologies.

TheStateofTravelisintendedtoshowcasethebreadthofSkiftResearch.SubscribersgetaccesstothefullpoweroftheSkiftIntelligenceplatform.

Ifyouwanttogodeeperintoanyofthetopicsordatayoufindinthisreport,don’tbeastranger.Pleasereach

research@skift

.

com

.

INTRODUCTION9

TheStateTravel2026

10

TheStateofTravelAccordingtoAccor

“

m■

JEAN-JACQUESMORIN,GroupDeputyCEOandPremium,Midscale,andEconomyDivisionCEOatAccor,sharedhisperspectiveonthestateofthetravelindustryinaconversation

withSkift.

PRESENTEDBY

SkiftStudio:Whatshiftsintravelerbehaviorarehospitalityleadersstillunderestimating?

Jean-JacquesMorin:Attheheartofthisindustryisasimpletruth:Humanscraveconnection.Onethingthatremainslargelyunderestimatedisthespeedatwhichthetravelindustryrecovers,fueledbypowerfulmacrodrivers.Theurgetotravelisdeeplyembeddedinhumannature—wearefundamentallysocialanimals.Thismomentumwillonlyaccelerateaspopulationsgrowandtheglobalmiddleclassexpands.Atthesametime,travelerbehaviorisevolving,markedbyrisingdemandforAI-drivenpersonalizationandashifttowardmoresustainablechoices,exemplifiedbythepopularityof"dupedestinations"(lesscrowded,moreaffordablealternativestopopularhotspots)and"coolcations"(vacationsincoolerclimatesastravelersseektoavoidextremeheat).

Hospitalitycompanieshavespentyearsinvestingindirectchannels.IftravelersincreasinglydiscoverandbookthroughAI-poweredintermediaries,howshoulddirect-bookingstrategiesevolve?

DistributionisanincreasinglycomplexecosystemwheredirectbookingisoneofthechannelsAImustorchestrate.AIwillusedatatomanageandoptimizeallchannels—OTAs,direct,andAIagents—inrealtime.TravelerswillincreasinglyturntoLLMsfortripplanning,whichiswhyALLAccorlaunchedtheALLAccorappinChatGPT.Toembracethisshift,brandsmustbediscoverablethroughhigh-qualitycontent,compellingstorytelling,andpositivereviews.Inthisera,loyaltyismoreimportantthaneverbecauseitisbuiltonthetrusttravelersplaceinourbrands.ThatiswhywedevelopedaTravelConciergetoenablepersonalized,directconversationsthroughourmobileappandwebsite—fromtravelinspirationtobooking.

TheStateofTravel2026

11

TheStateofTravelAccordingtoAccor

Whereshouldhospitalitydrawthelinebetweenautomationand

humanconnectionaslaborcostsriseandAIcapabilitiesadvance?

AIisheretostay.Ithelpsremovetheunnecessaryfrictionthatcanoccuracrossthetraveljourney,frombookingandcheck-intoproblem-solving.Butintheend,peopletravelbecausetheyseekhumaninteraction.AtAccor,weempowerourteamswithaugmentedintelligence,notartificialintelligence.Itallowsthemtofocusontherealvaluetheydelivertoguests.Thatisthewinningformula:operationaleaseenabledbytechnology,combinedwiththeemotionaldepththatonlypeoplecancreate.

Wheredohospitalitybrandshavethegreatestopportunitytocreatevalueasexperiencesbecomethecenterofthetraveljourney?

Accorboastsanunrivaledportfolioof48brands—theindustry'slargest.Thatrequirescrystal-clearpositioning.Eachbrandmustalignapowerfulcoreideawithitsoperationaldelivery.Forexample,werecentlyintroducedNovotelLongevity,repositioningouriconicbrandaroundguests'growingdesiretoincorporatewellnesspracticesintotheirstay,regardlessoftravelpurpose.Theconceptisbuiltonfourpillars—Eat,Sleep,Move,andMeet—embeddedacrossdesign,amenities,andfoodandbeveragetosupporttravelers'wellbeing.ALLAccorthenbuildsonthatbrandappealbydeliveringunique,value-addingexperiencesthatencouragerepeatstays.

ManyexecutivesdescribeAIasaproductivitytool.Fiveyearsfromnow,

whatwilldistinguishthecompaniesthatusedAItoimproveefficiencyfromthosethatusedittotransformtheirbusiness?

Somecompanieswillhavemerelydigitized,whileotherswillhavethrived—becauseAIisnotsimplyatechnologicaladaptation;itisatransformationofourbusinessmodels.Wehavetosurfthiswave,andeducationisparamounttoembracingit.AsAlvinTofflersaidinthe1970s,“Theilliterateofthe21stcenturywillnotbethosewhocannotreadandwrite,butthosewhocannotlearn,unlearn,andrelearn.”AtAccor,wearecommittedtobuildingAIproficiencyacrossourworkforce,alwaysgroundedincriticalthinking.

Whatisthehardeststrategicdecisionhospitalityleadersneedtomakerightnowthatmostarestillavoiding?

Sustainabilityisasmuchaquestionofresponsibilityasitisofperformance—itisbothaguestandaneconomicimperative.ItisdeeplyembeddedinAccor'sDNA,andourcommitmenthasneverwavered.Theinvestmentswearemakingtodaywillpayoffoverthelongterm.Tourismisapowerfuleconomicandsocialengine,anditisourresponsibilitytoensureitbenefitslocalcommunitiesratherthanstrainingthem.Wearecommittedtominimizingfoodwaste,reducingwaterintensity,andhavingourhotelseco-certified.Wepayasmuchattentiontoourextra-financialperformanceastoourfinancialresults,andwesurpassedour

targetsin2025—atrendweintendtocontinue.

TheStateofTravel2026

BACKTO

TheStateofTravel2026

THETRAVELSTACK

13

TheTravelStack

TheSkiftResearchteamisexcitedtolaunchournewestframework:Thetravelstack

Comprisingfourlayers(consumers,commerce,operations,andexperiences),eachisafundamentalcomponentofeverysuccessfultravelbooking.Thetravelstackistheorganizingprinciplebehindthisyear’sStateofTravelreportandeachpartofthestackwillgetitsowndedicatedchapter.

Eachlayerofthetravelstackhassubcomponents;forinstance,theconsumerisinfluencedbychangingdemographics,psychographics,economics,andregionalmarkets.Everychapterwillexaminehowtheselayersofthetravelindustryarechanging;whatimplicationsthosechangesholdforyou,thetravelleader;andthekeydecisionsthatneedtobemade.

Finally,thisnewresearchframeworktiesinwithourearlier

Permission

to

Exist

framework

,whichchallengestravelcompaniesontheirfuturerelevancebyaskingwhetherabrandprovidesenoughvaluetoavoidbeingreplacedbyAI.Successineachpieceofthetravelstackgrantstravelbrandsadifferentpermissiontoexist.

COMMERCE

Howdotheybook?

Components:Visibility,channels,personalization

Northstar:Createbrandtrustandbuildloyaltyacrossnewand

existingchannels

Permissiontoexist:Permissiontotransact

EXPERIENCES

Whydotheytravel?

Components:Status,

infrastructure,overtourism

Northstar:Authenticityaboveallthings;emotionandexperiencesasdecisiondrivers

Permissiontoexist:Permissiontoinfluencechoice

CONSUMERS

Whoistraveling?

Components:Demographics,psychographics,economics,markets

Northstar:Remainrelevanttoafast-changingaudience

Permissiontoexist:Permissiontocapturevalue

OPERATIONS

Whatisbeingoffered?

Components:Brand,execution,margin

Northstar:Operationalexcellencerequiresenergyandinvestment

Permissiontoexist:Permissiontobediscovered

TheStateofTravel2026

BACKTO

TAXI

TheStateofTravel2026

THETRAVELSTACK15

DEMOGRAPHICS

PSYCHOGRAPHICS

ECONOMICS

GenZisenteringtheworkforce;millennialsarebecoming

parents;boomersareretiring;thepopulationisaging

Experiencesoverthingsmeanlivetourismisbooming;shorterattentionspans;anxietyand

loneliness;wellnessandmentalhealth

TheK-shapedeconomyis

splittinghavesfromhave-nots;travelisboomingattheluxuryendofthespectrum;fuelpricepressuresaffordability

Therisingglobalmiddleclassiscreatingthenextbilliontravelers;Asianluxuryisevolving;visas

andgeopoliticsreshapegeographicaccess

Thetravelcustomerbaseis

changingasyourcustomerbaseagesin(and/orout)

Travelisgettingmoreexpensive;consumersfeelpricedout;the

barforluxuryrises

Newmarketsandnewbehaviorsbringopportunitybutlotsmore

uncertaintyaswell

Changingprioritiesmeanthat

travelerswantnewanddifferenttypesoftravelexperiences

WHAT’S

CHANGING

STRATEGIC

IMPLICATIONS

DECISIONS

Howcanyoucutcosts?Doyouhavepricingpower?Shouldyoudouble-downonluxury?

Howhaveyoudiversified?Areyoureadyforawaveofnon-Westerncompetitors?

PERMISSIONTOEXIST

Permissiontocapturevalue—own

customerrelationshipsandpricingpower

TheStateofTravelConsumers

MARKETS/GEOGRAPHIES

Shouldyoudevelopnewproducts?Asdemographicsshift,shouldyouchaseadecliningmarketorreinventyourself?Howdoyoumeasurerelevancyagainstthemodernconsumer?

NORTHSTAR

Remainrelevanttoafast-changingaudience

TheStateofTravel2026

CONSUMERS

16

Consumers:AIInsights

CASESTUDY

Priceline'sPennygoesagentic

PennyisPriceline'sAItravelassistant,launchedin2023tohelptravelerssearch,planandbookacrosshotels,flightsandcars.AttheSkiftData+AISummit,PricelineCTOSejalAmindetailedherrelaunchasafullyagenticsystem:10+specializedagentsthatplan,compareandbookawholetripinoneconversation.

Earlyresults:Higherengagementandconversion,fewersupportcontacts,around10minutessavedpertrip.

SKIFTTAKE

62%

ofglobaltravelersarefamiliarwithAItravel-planningtools

Andthemoretravelersearn,themorelikelytheyaretouseAItoplantheirtrips.81%ofhigh-incomecustomerswhowerefamiliarwithAItoolsusedthemtoplanajourney.

AIhascrossedfromnoveltytohabit,buttrustisthebottleneck.AlthoughtravelersaredelightedbyAI’sabilitytocurateacomplextravelitineraryandofferpersonalizedsuggestions,andareincreasinglywillingtoletitinspireandplanforthem,fewtrustittofullybookatrip.FindingwaystouseAItoremovefriction,whilestillallowingtravelerstoretaincontrol,willgivebrandsandoperatorsanedge.

TheStateofTravel2026

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TAXI

TheStateofTravel2026

CONSUMERS

DEMOGRAPHICS

CONSUMERS

DEMOGRAPHICS

WHAT’SCHANGING?

Whilemillennialshavebeenthecoretravelcustomerformanyyearsnow,GenZisagingintothedecision-makerroleandbringingtheirownexpectationsandpreferences.They’realsostartingtomakeupalargershareoftheworkforceandbecominganimportantgroupofbusinesstravelers.

Millennialsstillprioritizetravelandareimpartingitsimportanceontotheirchildren,thenextgeneration.

Meanwhile,GenXandbabyboomersareeitherretiredorplanningforitandrevisitingtheirtravelplansthroughthisnewlens.

18

WHATDECISIONSNEEDTOBEMADE?

01

Shouldcompaniesfocusonreachingnewcustomersordeepeningrelationshipswithcurrentones?

02

Doesthewayrelevanceismeasuredneedtobereevaluated?

03

Shouldproductandservicetakepriorityoverdistribution,orviceversa?

04

Shouldproductsbedevelopedtoreachmultigenerationaltravelers?

05

Shouldpremiuminventorybereallocatedtowardexperience-drivendemandratherthanstatus-drivendemand?

06

Howaggressivelyshouldmobile-firstorapp-basedbookingflowsbeaccelerated?

TheStateofTravel2026

CONSUMERS

19

DEMOGRAPHICS

GenZIsTraveling,ButNeedsConvincing

TheMostLikelyWayIGenZ.andlMillennials.WouldSpenda$4,000*

Windfall

Payforessentials

Saveorinvestit

Takeatrip

Payoffdebt

Buyclothing,appareloraccessories

Buytechorpersonalelectronics BuyappliancesorhomefurnishingsBuyitemsrelatedtoahobbyorinterest

Useitonliveeventsorexperiences

Spenditondininganddrinking

Givetoorspendonotherpeople

Whenaskedhowtheywouldspendanunexpected$4,000,themostcommonchoiceforbothGenZandmillennialswastouseitresponsibly,bypayingforessentialsorinvesting.

ButGenZismorelikelytosaytheywouldalsopayoffdebt,andtheirtopdiscretionaryspendingchoiceisclothingandaccessories.

Thisdemonstratesthearms’lengthrelationshipGenZhaswithtravel—they’renotasdeeplyengagedastheirmillennialpredecessors.

MaxDiffscore

35404550556065

MaxDiff*score

Note:*MaxDiffscorequantifiesrelativevaluebycomparinghowoftenanitemischosenasmostlikelyvs.leastlikelyacrossaseriesofchoices,withascoreof50representingneutral.

Source:SkiftResearch,

GenZandmillennialssurvey

,December2025.

TheStateofTravel2026

Basedonasampleof965U.S.respondents(GenZn=278,millennialsn=687)whotraveledatleastonceintheprecedingyear.

CONSUMERS

20

DEMOGRAPHICS

BabyBoomersAreIncreasingTravelSpending

ExpectedChangestoTravelBudgetsin2026(Comparedto2025)

Percentageoftravelers,byagegroup

Age55–65

Age65+

SignificantlylowerSomewhatlowerAboutthesameSomewhathigherSignificantlyhigher

4%

11%

38%

41%

7%

10%

6%

24%

51%

10%

TheStateofTravel2026

Source:SkiftResearch,

GlobalTravelInsights:What’sNewfor2026?

ResultsbasedonsamplesfromChina(n=194),India(n=209),theUK(n=212),andtheU.S.(n=215),dataasofDecember2025.

CONSUMERS

21

DEMOGRAPHICS

YoungParentsShapetheNextGeneration

ShareofGenZandMillennialsWhoSayTheirParentsFeltTravelWasImportantforTheminTheirYouth

ShareofGenZandMillennialParentsWhoSayTravelIsImportantforTheirKids

Parentstodayplaceagreateremphasisontheimportanceoftravelfortheiryoungchildren.

93%81%

Thisapproachandearlyexposurewilllikelybuildagenerationthatvaluestravelfromayoungageandcontinuestoprioritizeitastheybecomeadultsthemselves.

TheStateofTravel2026

Source:SkiftResearch,

GenZandmillennialssurvey

,December2025.

Basedonasampleof965U.S.respondents(GenZn=278,millennialsn=687)whotraveledatleastonceintheprecedingyear.

BACKTO

TheStateofTravel2026

CONSUMERS

23

PSYCHOGRAPHICS

CONSUMERS

PSYCHOGRAPHICS

WHAT’SCHANGING?

Concernsabouttheworldingeneralaremanifestingintravel:cost-consciousnessandasafety-firstmentalityshapethechoicestravelersmakefrommultipleangles.Consumerattentionspansareshorter,andbrandsmustreachpotentialtravelerswithquick,pointedmessagingtobreakthroughthenoise.

Atthesametime,travelers,especiallyyoungerones,continuetoprioritizeexperiences.Livetourism,surroundingeverythingfrommajormusictourstoglobalsportingevents,spursbookingsthatcan’tbeputofftothenextyearoreventhenextpaycheck.

Andbeyondspecificevents,travelerscontinuetoseekeverythingfromculinaryexperiencestoadventureandculture-focusedactivities,highlightingtheimportanceoftheexperiencetothetrip.

WHATDECISIONSNEEDTOBEMADE?

01

Whichtraveloccasionsandmotivatorsalignauthenticallywiththebrand?

Shouldinvestmentfocusontrendsthatmayfadeawayorestablished,long-termbehaviors?

02

Doesthemarketingfunnelneedtobeshortenedtoaccountforshorterattentionspans?

03

Shouldcompaniesbuildevents-firstpackages?

04

Canasafety-firstlayerbeintegratedintothebookingflowwithoutdisruptingthe

05

customerexperience?

TheStateofTravel2026

CONSUMERS

24

PSYCHOGRAPHICS

GlobalConcernsTranslateIntoTravelWorries

MostImportantNationalProblem

Shareofrespondents(%)

23%

Economy

Work

Politics/government

Safety/security

Food/shelter

Socialissues

Environment

Health

Safetyandsecurity

Risingcosts

Healthconcerns Climatechangeimpacts TravelrestrictionsOvercrowdingatdestinationsQualityofservice

Lackofflexibility PoliticalinstabilityEnvironmentalsustainability

Accessibility

10%

8%

7%

4%

3%

3%

3%

TopTravelConcerns

Averageshareoftravelers(%)

33%32%32%32%31%

27%

25%

20%

11%

54%

54%

Globally,theeconomyisatopconcernforconsumers,whilepoliticsandsafetyalsoranknearthetop.

Thesegeneralworriestranslatespecificallyintotravelanxieties,withsafetyandcostsatthetopoftravelers’lists.

Thedemandfortravelremainshigh,butthereisanundercurrentofconcernthattravelcompaniescannotignore.

TheStateofTravel2026

Source:(LHS)Gallup,2026,medianacross107countries.(RHS)SkiftResearch,

GlobalTravelInsights:What’sNewfor2026?

ResultsbasedonsamplesfromChina(n=194),India(n=209),theUK(n=212),andtheU.S.(n=215),dataasofDecember2025.

CONSUMERS

25

PSYCHOGRAPHICS

ConsumerAttentionSpansAreShrinking

“

[In2003]wefoundthatpeople’sattentionaveragedabouttwoandahalfminutes...andinthelastfiveorsixyears,

wefoundthattheyaveraged

47SECONDS

Source:UCIPodcast,May2023discussionofAttentionSpan:AGroundbreakingWaytoRestoreBalance,Happiness,andProductivitybyGloriaMark.

TheStateofTravel2026

GLORIAMARK

ProfessorofInformaticsattheUniversityofCalifornia,Irvine

CONSUMERS

26

PSYCHOGRAPHICS

AnxietyandShrinkingAttentionSpansContributetoLiveTourismBoom

“LiveorImmersiveExperiencesAreImportantinInfluencingDestinationDecisions”

Percentageoftravelerswhoagreewiththeabovestatement79%

64%

63%

66%

Anxietydrivestravelerstocravecertainty,andshortattentionspansdemandguaranteedgratification.Livetourismanswersbothoftheserealities:aneventoroccasionthatdeliversaguaranteedpayoffinafixedwindow.

LATAMMENANorthAmericaAsia

TheStateofTravel2026

Source:SkiftResearch,

GlobalTravelerMindsetandTrends2026

,aggregatedfromregionalstudiesamongtravelerswhotookatleastonetripinthepastyear:

LATAM(n=1,423),Feb2026;MENA(n=628),Sept2025;U.S.(n=1,002),June2025;Asia(n=1,489),May2025;Europe(n=2,395),Jan2025.

CONSUMERS

27

PSYCHOGRAPHICS

CulinaryandAdventureExperiencesAretheMostPopularActivities

ActivitiesTravelersAreMostLikelytoSpendonDuringTripsin2026

Averageshareofrespondents(%)

71%

48%

42%

36%36%

24%

FoodandculinaryexperiencesAdventureandnatureArts,cultureandhistoryLiveeventsandentertainmentHealthandwellnessSports

TheStateofTravel2026

Source:SkiftResearch,

GlobalTravelInsights:What’sNewfor2026?

ResultsbasedonsamplesfromChina(n=194),India(n=209),theUK(n=212),andtheU.S.(n=215),dataasofDecember2025.

BACKTO

TheStateofTravel2026

CONSUMERS

ECONOMICS

CONSUMERS

ECONOMICS

WHAT’SCHANGING?

Theeconomyandpersonalfinancesarekeyareasoffocusfortravelersacrosstheglobe,buteconomicshiftsarenotbeingfeltevenly.TheK-shapedeconomymeansthatluxurydemandisdurable(andforsome,thebarforluxuryisclimbinghigher),butatthesametime,affordabilityisarealissueforothertravelers.

Thatsaid,thebroadereconomicuncertaintyisweighingonalltravelers,andeventhoseinthehighestincomebracketsarelookingforwaystobesmarterabouttheirtravelspending—thoughthey’relesslikelytosacrificeexperienceorpreferreddestinationsandtimingintheprocess.

Thereisnodenyingthattravelhasbecomemoreexpensiveacrosstheboard.Whatistherightbalancebetweenrespondingtohighercosts,capturingvalue,andremainingapproachabletoabroadcustomerbas