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From unplugged camping trips to a noticeable shift towards domestic travel, this season’s travel trends span a broad range of topics, but all speak to the financial and geopolitical uncertainties that most clients are facing as they plan trips. Amid strong demand and rising prices, travelers would do well to book early and remain flexible, while advisors should be prepared for limited availability and potential pivots. 

Trend 1: Staying Domestic

US bookings have grown this summer, with the most-booked states being New York, Florida, California, Texas and Hawaii. Top cities include New York City, Las Vegas and Chicago. Multiple Midwestern states have also seen an uptick, mostly due to demand for regional amusement parks, national parks and events. 

Trend 2: Setting Sail

Summer cruise bookings have increased significantly year over year, led by ocean and river cruises and expedition sailings. 

Trend 3: Oh Canada

Increase in bookings to Canada are up for the summer, with Vancouver, Toronto and Banff leading the increase. The cities seeing the fastest year-over-year booking growth include Quebec City, Richmond, and Ottawa.

Trend 4: Set-Jetting and World Cup Destinations

The ongoing set-jetting trend (visiting popular film and television locations) continues this summer. Also, with the the 2026 FIFA World Cup, travelers are showing increased interest in North American host cities across June and July. Searches are up significantly for Kansas City, Philadelphia, Monterrey, Mexico, Atlanta and many more destinations that are hosting matches. 

Trend 5: America’s 250th Anniversary Is Driving Road Trips

America’s 250th anniversary with celebrations across the nation peaking in July — is driving a surge in road trips this summer. In fact, 71% of Americans plan to drive to their next vacation.

It includes everything from stargazing and moonlit hikes to night markets, lantern festivals, and nocturnal wildlife safaris.

Why Noctourism Is Trending in 2026
Several factors are accelerating this trend:

•Cooler temperatures in warming climates

•Fewer crowds and quieter attractions

•Rising interest in dark-sky conservation

•Deeper access to local nightlife & traditions

•Unique photography opportunities

As destinations adapt, cities and rural regions alike are extending their tourism hours—creating safer, curated nighttime experiences.

Top Destinations:

•USA: New Orleans, Louisiana and areas with low light pollution. Alaska for viewing the Northern Lights, Hawaii for manta ray night snorkel

•Nature-Focused: Locations with bioluminescent bays (e.g., Jamaica) and dark-sky locations (e.g., deserts in Africa).

Noctourism (nighttime tourism) is generally safe, but it carries inherent risks compared to daytime travel, including, but not limited to, potential for theft, accidents, and exposure to wildlife. It requires careful planning, proper gear, and, in wilderness areas, expert guidance to manage risks like difficult terrain, low visibility, and unexpected, cool temperatures.

Oil prices have jumped roughly 40% from the start of this year, putting serious strain on worldwide markets and the larger travel industry. As reported by AAA, gas prices have risen upwards of 35%, climbing from an average of $2.98 just last month to $3.98 this past Thursday.

With concerns around oil and gasoline only continuing to grow, most airlines have significantly struggled to contend with mounting fuel costs. New data from the International Air Transport Association shows that jet fuel went from $99 on Feb. 27 to $197 on March 20, putting serious strain on most airlines’ operations.

How Rising Oil Prices Will Impact Travelers

As airlines feel the pressure brought on by these dramatic fuel hikes, most of them have raised the average cost of airfare to get a better handle on the increasingly uncertain economy.

More recently, Scott Kirby, CEO of United Airlines, told ABC News that ticket prices might have to go up by about 20% to help cope with the soaring cost of fuel. If that wasn’t an already grim enough assessment, Kirby said he doesn’t anticipate fuel costs dropping anytime soon.

All this being said, most travelers can expect some challenges ahead when it comes to mapping out any vacations for the near future. Forbes found that airfare for the summer travel season has already risen by 17%.

Additionally, airlines such as United mentioned that they might resort to scaling back on less in-demand flights on their regular schedule. As per Kirby’s memo, this would likely result in a 5% cut for flights such as overnight redeyes and less-popular travel days throughout the second and third quarters of the year. This policy follows the strategy of several other prominent airlines who confirmed they’d likely cut flights should customer demand decrease within the foreseeable future.

“We’re certainly going to be nimble in terms of capacity to make sure that supply and demand stay in balance,” said Robert Isom, CEO of American Airlines.

With this in mind, it is recommended to get a head start on summer travel schedules, locking in airfare before there’s any further increases in airline costs. Of course, booking ahead of time also gives travelers ample opportunity to cancel their flight for a full refund if the trip itself doesn’t work out.

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The American Society of Travel Advisors (ASTA), the world's leading association of travel professionals, is the global advocate for travel agencies, the travel industry and the traveling public.

Cruise Lines International Association is the world's largest cruise industry trade association, providing a unified voice and leading authority of the global cruise community.