Going has released its 2026 State of Travel and Flight Deals Report, highlighting shifts in how people plan and book travel. The report shows travellers are becoming more intentional, and trends online are playing a growing role in destination choice.
After a stable year marked by low fares, a rise in mistake fares and lower TSA volumes, travel behaviour began to change. Airlines increased focus on premium cabins, late-booked summer flights remained affordable, and travellers reconsidered what defines a worthwhile trip.
The report suggests 2026 will be a year shaped by planning. Travellers who plan ahead could save more than 40% on airfare despite rising costs elsewhere. Demand for premium travel will grow, and overall travel behaviour will become more focused and less reactive. A key influence behind these changes is the growing effect of viral trends on travel decisions.
Trendification: Online trends are now influencing routes and pricing
“Social media used to be a muse for future travels. Now inspiration becomes reality in one click,” said Going travel expert Katy Nastro. “When a destination starts trending, flights become more plentiful, and ultimately cheaper, but what begins as accessible often turns expensive on the ground, as travelers and locals alike face rising prices for lodging, dining, and experiences amid growing crowds.”
The report shows that travel discovery is now shaped by personal connections and digital influence. Friends and family are now the biggest influence on trip decisions, ahead of affordability. Social platforms influence choices for one in four travellers, and nearly half of Gen Z. Artificial intelligence also plays a role, guiding 6% of travellers to their destination choices.
The “one big trip” trend
While viral destinations gain attention, overall travel patterns are balancing. Many travellers are now prioritising one major trip rather than frequent smaller ones. International trips have dropped to fewer than two per person for the first time since 2023.
Concerns about safety, politics and uncertainty have also increased. Only 1.9% of travellers named safety as a barrier in previous surveys; for 2026, the number is expected to reach 15.2%.
Gen Z: More travel with tighter budgets
Gen Z stands out in the findings. Almost half travelled more than planned in 2025, despite financial and safety concerns. For 2026, 23% plan to spend less, but expect to travel farther and more frequently. Their interest extends beyond traditional destinations, with growing demand for Asia, South America, the Middle East, Central America and Australia/New Zealand.
Premium travel rises as reward points lose value
Many travellers are planning to spend more per trip, and comfort is a priority. Top spending categories include upgraded accommodation, premium cabins and higher-tier experiences. Premium economy is the fastest-growing cabin choice. Meanwhile, the use of budget airlines has reduced.
Airlines are investing in improved seating, new routes and upgraded lounges. However, loyalty programmes are offering less value, with several major carriers raising redemption rates by 5–20% in 2025 and reducing low-fare point availability.
“Points don’t age like fine wine, they melt like an ice cube,” said Nastro. “There is no time like the present to burn those hard-earned miles, especially if you want to experience the premium boom without paying premium prices.”
Where to go in 2026
Despite the shifts in behaviour and pricing models, airfare remains unusually affordable. When adjusting for inflation, June 2025 was the second-cheapest airfare month recorded.
Going’s Where to Go in 2026 list highlights destinations expected to be easier and cheaper to reach due to factors such as new flight routes, more carriers, changes in entry policies and airport investment.
Travellers can read the full list at: https://www.going.com/guides/where-to-go.