Rising Costs Prompt Smarter Travel Choices Among Americans, Study Finds

Rising travel costs are significantly altering American travel behaviors, with a notable shift towards more intentional and value-focused trip planning, according to a recent study by Internova Travel Group.

Internova Travel Group’s research, derived from millions of bookings and a survey of 4,000 travelers, highlights a trend in which higher travel costs are reshaping how Americans plan and book their journeys. The study, detailed in The Internova Index: North American Traveler Insights, indicates that travelers are opting for fewer, but more strategically planned trips. This shift is primarily driven by steep price increases in premium travel segments, including luxury airfare, high-end hotels, and expedition cruises.

Details on Price Increases

The research identifies significant price increases across various travel categories. For instance, the average cost of a long-haul business-class ticket rose to $4,500 in 2026 from $4,385 in 2023. Similarly, luxury hotel rates in North America have increased by 4.9%, whereas prices for expedition cruises have surged by more than 20% since 2023. These increases are contributing to a growing divide between luxury and mid-market travel options, affecting both leisure and business travelers.

Traveler Adjustments and Expectations

Despite these rising costs, the demand for travel remains robust, with 27% of surveyed travelers planning to travel more in 2026. However, adjustments are being made to their travel, with many shortening their trips and becoming more selective in their spending. The study also found that over 60% of travelers anticipate using travel advisors more frequently to help navigate these higher costs and ensure value for their expenditures.

Role of Travel Advisors

The increasing reliance on travel advisors is a key theme in the report. With the complexities introduced by higher prices, travelers are seeking expert guidance to make informed decisions. Travel advisors are becoming essential for planning longer, more expensive, or international trips, providing reassurance and personalization that travelers value in the current economic climate.

Conclusion

In conclusion, the rising costs in the travel industry are not deterring Americans from traveling but are influencing how they plan, book, and experience their trips. The trend toward more intentional travel reflects a broader shift in consumer behavior toward prioritizing value and meaningful experiences over mere travel frequency.