As we head into summer 2026, one of the most notable shifts is a sharp decline in consumer confidence—particularly in the United States. In April, the University of Michigan’s consumer sentiment index hit its lowest level on record.
Even so, spending has only dipped slightly. That means opportunity still exists—especially for those who understand how to engage today’s more selective traveler.
If you attended my Contact presentation, you’ll recall five key trends shaping the industry. The common thread? Consumers are more discerning than ever, seeking meaningful, high-value experiences—not just budget-friendly options, but trips that truly feel worth it.
The rise of multigenerational travel
Group and multigenerational travel continues to grow, with families increasingly planning trips that span age groups. Notably, 84% of parents say involving kids in planning makes them more adaptable travelers. Are you taking a kid-inclusive approach in your marketing?
At the same time, generations bring different preferences. Parents tend to favor cities and national parks, while grandparents often gravitate toward cultural attractions and museums when traveling with grandchildren. This creates a valuable opportunity for operators who can design itineraries that balance activity, education, and shared experiences.
While Baby Boomers still hold significant purchasing power, Millennials should not be overlooked as an emerging force in demand for group travel.
Vibecations on the rise
We’re also seeing a shift toward “feelings-first” travel. Increasingly, travelers are prioritizing how a trip makes them feel over where it takes them. In fact, 25% now begin trip searches based on mood rather than destination.
Enter the “vibecation”: travel centered on relaxation, nostalgia, and connection. Heritage tourism is surging as travelers seek deeper ties to their ancestry. Wellness travel is evolving too, expanding beyond spas to include mindful experiences like train journeys or alcohol-free tourism.
Large-scale, time-sensitive events are also driving demand. From the America 250 celebration to the Route 66 Centennial, travelers are placing a higher value (and willing to pay more) for experiences that feel unique and irreplicable. Consider this accordingly in your pricing strategy.
Off-peak travel popularity
Economic uncertainty typically drives interest in off-peak travel, and 2026 is no exception. Rather than cancel trips, travelers are looking to maximize value—often by avoiding peak seasons and crowds.
For tour operators, this is an opportunity to promote shoulder-season itineraries and highlight the benefits of quieter, less crowded experiences—especially in secondary destinations.
The appeal of ultra-local experiences
Another defining travel trend is the shift toward “ultra-local.” Instead of major hubs, travelers are exploring secondary cities and destinations that offer a more authentic and immersive experience. These destinations (particularly in Central and Eastern Europe and parts of Asia) are growing faster than traditional hotspots.
Mid-sized locations with strong outdoor or active appeal are especially well-positioned, particularly for summer and fall road trips. Prioritizing these destinations in your marketing mix can help capture emerging demand.
At the same time, everyday experiences are becoming attractions in their own right. “Grocery store tourism” has exploded on social media, with more than 50 million posts highlighting the appeal of exploring local food culture in unexpected ways. Similarly, the idea of being a “tourist in your own city” continues to gain traction. How are you tapping into this trend with your own content?
Memory-making takes priority
Today’s travelers are looking to make memories—specifically, the kind that become lore and strengthen relationships. According to research, when people are asked to share a family story, 78% recall a travel-related memory.
However, the abundance of choices can feel overwhelming. According to Skyscanner’s 2026 Travel Trends report, 24% of travelers say AI provides too many options, while 22% feel there aren’t enough meaningful ones. This paradox highlights the growing importance of curation and clarity.
A key strategy moving forward is taking control of your brand’s discoverability within AI tools. How you guide travelers toward the “right” choice matters more than ever.
What to focus on today, for success tomorrow
For destinations, attractions, and experiences, all of these trends highlight the same takeway. Successful engagement and revenue growth start with your ability to:
- Design experiences for multiple generations
- Market based on emotional outcomes
- Promote off-peak opportunities as valuable alternatives
- Highlight authentic, ultra-local experiences
- Position offerings as meaningful, memory-making journeys
In a landscape shaped by increasing choice and complexity, the brands that stand out will be those that simplify decisions and deliver experiences that truly resonate! For guidance on bringing these strategies to life, connect with me or the Red Sage team.
Michelle Stark, a frequent speaker at NTA events, is vice president for sales and Marketing at Red Sage Communications, an NTA Corporate Partner.
