Survey Reveals Continued Demand, Rising Insurance Purchases, and Evolving Booking Patterns as Consumers Balance Splurges with Value-Seeking Strategies

SAN ANTONIO, Texas (September 28, 2026): Travel advisors affiliated with the TRAVELSAVERS and NEST networks are predicting a positive end to 2026, citing solid shoulder-season bookings, resilient consumer demand, and increasing interest in insurance.

Optimism Points to Strong Finish

About two in three advisors expect their sales to increase compared with 2025, while only three percent anticipate a significant decline. The results indicate continued confidence in the travel market.

Shoulder-season travel continues to be a bright spot for advisors. Almost four in 10 report bookings are up compared with the same period last year, while 28 percent say bookings are holding steady. An additional 10 percent say that the traditional shoulder season has disappeared, as travelers who increasingly seek flexibility are spreading demand throughout the year.

Booking Windows Continue to Evolve

The survey also highlights changing booking behaviors among travelers. The most common booking window today is between six months and one year before departure, cited by 38 percent of advisors.

However, travelers are also showing a willingness to book closer to departure dates, with 16 percent of advisors reporting that three months or less is now the most popular booking window. Just 11 percent say clients are typically booking a year or more in advance.

Overall, 40 percent of advisors say travelers are booking closer to departure dates than they were a year ago, while 22 percent report more advance bookings. Advisors describe a growing U-shaped booking pattern, with some travelers securing trips a year or more ahead to lock in pricing and availability, while others wait for late opportunities and value-driven offers. Advisors report some clients are already planning travel for 2028.

Insurance Sales Gain Momentum

Travel insurance is emerging as another area of strength. Nearly half the advisors report an increase in clients purchasing insurance from a year earlier, compared with only six percent who say fewer travelers are opting for coverage.

Overall, advisors report two-thirds of their clients are purchasing insurance.

"These survey findings highlight a travel marketplace that remains vibrant and full of opportunity for advisors," said Wayne Spector, Senior Vice President, Sales and Service, TRAVELSAVERS and NEST. "From increased shoulder-season activity to stronger travel insurance sales and continued demand for memorable experiences, advisors are well positioned to finish 2026 and start 2027 on a high note."

More Spending, More Saving

Consumer spending patterns also reflect a market increasingly divided between premium-seeking travelers and value-conscious vacationers. About one-third of advisors say clients are more willing to spend on experiences than they were a year ago, while 12 percent report increased demand for premium travel upgrades.

At the same time, 21 percent of advisors say travelers are more willing to make compromises to reduce costs. To stretch their budgets, clients are embracing strategies such as remaining flexible with their vacation dates, choosing destinations that offer stronger value, and booking further in advance.

"The modern traveler is highly intentional," said Spector. "Some travelers are investing more in meaningful experiences and upgraded accommodations, while others are finding smart ways to maximize value. In both cases, professional travel advisors play a critical role in helping clients navigate choices, manage risks, and get the most from their travel budgets."

Advisors with TRAVELSAVERS and NEST agency affiliates in the U.S. and Canada took the survey from August 5 to 31, 2026. The results were announced during the Travel Market conference, held Sept. 24-27 in San Antonio, where travel advisors and preferred partners discussed industry trends, business growth opportunities, and the future of travel.

Survey Results

2026 Sales (compared to 2025)

• 22% predict sales will increase significantly

• 43% predict sales will increase somewhat

• 17% predict sales will stay the same

• 16% predict sales will decrease somewhat

• 3% predict sales will decrease significantly

Shoulder Season Bookings

• 19% up 10% or more from last summer

• 20% up between 1% and 9% from last summer

• 28% the same as last summer

• 14% down between 1% and 9% from last summer

• 9% down 10% or more from last summer

• 10% no difference between shoulder season and any other season

Booking Window Length

• 2% a month or less before departure

• 14% one to three months before departure

• 25% three to six months before departure

• 38% six months to a year before departure             

• 11% a year or more before departure

• 4% split between last-minute or far out

• 2% no pattern

Booking Window Change from a Year Ago

• 40% booking closer to their departure date

• 34% booking window hasn’t changed

• 22% booking further in advance

• 2% both booking closer in and further in advance

Insurance Purchases Change from a Year Ago

• 45% more clients buying insurance now

• 47% number of clients buying insurance unchanged

• 6% fewer clients buying insurance now

Client Attitudes Towards Travel Spending Compared to a Year Ago

• 34% clients just as willing to spend on travel in general

• 32% clients more willing to spend on travel in general

• 21% clients more willing to compromise to lower travel costs

• 12% clients more willing to spend on premium travel experiences

Client Approaches to Maximize Travel Experiences

• 16% being flexible with travel dates to maximize value

• 16% selecting destinations that offer the best value for their budget

• 14% booking further in advance to secure better pricing and availability

• 11% traveling during less busy periods for better pricing and availability

• 11% exploring emerging destinations that offer unique experiences and value

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About TRAVELSAVERS
Founded in 1970, TRAVELSAVERS is an international marketing leader of more than 2,000 independent agencies in over 35 countries. Through the buying power of $20 billion in annual sales, its more than 25,000 advisors are able to offer clients inspirational travel experiences at the best value. With a global reputation for excellence, TRAVELSAVERS equips its community of leisure and corporate agencies to maximize sales and profits with cutting-edge products and services. Through a protected territory system, strong partnerships, award-winning marketing, innovative technology, continuous learning, networking events, and personalized coaching, TRAVELSAVERS champions travel professionals and empowers advisors to succeed. For more information, visit www.travelsavers.com.

About NEST

The Network of Entrepreneurs Selling Travel is the industry’s first and only marketing group exclusively for independent home-based travel agencies. The company empowers home-based advisors to achieve greater success financially, professionally and personally by championing best practices, solutions and opportunities. NEST helps home-based travel entrepreneurs build their business, keep their identity and maintain control. The network delivers what home-based advisors need to increase their competitive edge and profitability, including a high level of personalized support, award-winning marketing, preferred partner portfolio, education, exclusive networking and events, and innovative technology. NEST also helps suppliers reach the rapidly growing home-based distribution channel with training, motivation, offers and compensation. For more information, visit www.jointhenest.com.