Americans Shift Travel Habits as Prices Rise, Internova Travel Group Reports

Rising travel costs across the board are reshaping how Americans plan, book and prioritize trips, according to a report from Internova Travel Group. The findings reveal that higher prices are accelerating a shift toward more strategic, experience-driven travel.

As a result, the report finds that consumers are taking fewer but more thoughtfully planned trips, while travel supplier partners and destinations are seeing growing polarization between value-focused and premium travel, with increasing pressure on the middle of the market.

The average long-haul business class airline ticket now costs $4,500, up from $4,385 in 2023, while economy fares have edged slightly lower, widening the gap between standard and premium travel options.

“Travelers are not stepping away from travel, but they are becoming far more intentional about where and how they spend,” said Henry Gilroy, executive vice president of strategy at Internova Travel Group. “As prices rise, especially at the premium end of the market, we’re seeing travelers rely more heavily on expert guidance from travel advisors to help them prioritize value, flexibility and meaningful experiences.”

While demand for travel remains strong, the data shows that price increases are concentrated at the higher end of the market, particularly in premium air travel, luxury hotels and expedition cruises, which Internova Travel Group believes is creating new challenges and trade-offs for both leisure and business travelers in 2026. For business travelers and affluent leisure travelers, comfort and time savings increasingly come at a premium.

Luxury hotel prices are also rising, with North American luxury hotel average daily rates up 4.9 percent, compared with a 1.8 percent decline at premium hotels, signaling a growing divide between high-end and mid-market accommodations. Rate growth has been even stronger in international luxury destinations, particularly across Europe, according to the report.

Among cruise categories, prices for expedition cruises have increased more than 20 percent since 2023, exceeding the 5 percent increase for contemporary voyages, reflecting surging demand for immersive, small-ship experiences in remote destinations.

Despite rising costs, 27 percent of travelers say they expect to travel more in 2026, while just 6 percent expect to travel less, underscoring the continued priority consumers place on travel even amid economic uncertainty.

However, travelers are adjusting by shortening trips, trading up selectively and seeking expert help from travel advisors to navigate rising prices. More than 60 percent of travelers say they expect to use a travel advisor as their primary booking channel in 2026, particularly for longer, more expensive and international trips.

“Higher prices are changing behavior, not suppressing demand,” Gilroy added. “Travelers want reassurance that they’re making smart choices, and that’s driving a renewed focus on the planning, expertise and personalization that travel advisors provide.”