Rising travel costs in the premium sector are reshaping North American planning habits, driving a market polarization that is increasingly pushing affluent travelers toward professional guidance.
According to the newly released “Internova Index: North American Traveler Insights,” while overall demand remains robust, price hikes are concentrated heavily at the top end of the market—specifically in premium air, luxury hotels, and expedition cruises.
The data, derived from an analysis of millions of bookings and a survey of 4,000 travelers, indicates that higher prices are accelerating a shift toward strategic travel. Consumers are taking fewer, more thoughtfully planned trips, while the gap between value-focused and premium travel widens, putting significant pressure on the middle of the market.
“Travelers are not stepping away from travel, but they are becoming far more intentional about where and how they spend,” Henry Gilroy, executive vice president of strategy at Internova Travel Group, said in a statement. “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.”
The report highlights specific pain points for 2026. For business and affluent leisure travelers, the cost of comfort is climbing. The average long-haul business class airline ticket has reached $4,500, up from $4,385 in 2023. Conversely, economy fares have edged slightly lower, exacerbating the divide between standard and premium cabins.
Accommodation trends mirror this polarization. North American luxury hotel average daily rates rose 4.9%, while premium hotels saw a 1.8% decline — signaling a squeeze on mid-market inventory. Internationally, rate growth has been even more aggressive, particularly across European luxury destinations.
In the cruise sector, the demand for immersion is driving costs up significantly. Prices for expedition cruises have jumped more than 20% since 2023. By comparison, contemporary voyages saw only a 5% increase.
Despite these headwinds, the appetite for travel remains high. The index found that 27% of travelers expect to travel more in 2026, compared to just 6% who expect to travel less. However, the method of booking is shifting to accommodate the complexity of the market. More than 60% of respondents expect to use a travel advisor as their primary booking channel in 2026, particularly for international and high-investment itineraries.
“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.”
For the full report or for more information on Internova Analytics and Consulting, visit www.internova.com/research.
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