In our new cover story, we look at the major trends and challenges travel advisors can expect in 2026. While there is significant economic concern, in general, the outlook is positive, showing that travel continues to be a resilient market.
When it comes to resilience, one of the most durable markets within our industry is family travel. A recent survey — conducted by the Family Travel Association in partnership with New York University and Good Housekeeping — shows that despite financial pressure, parents are willing to prioritize family vacations.
In the survey of nearly 1,600 parents and grandparents, 92% of respondents say they are likely to travel with their children in the coming year. This is the highest level of vacation intent since the pandemic. In addition, 81% of families are planning to either increase or maintain their level of travel spending — even though 73% of parents cite affordability as their biggest booking obstacle.
This is important for travel advisors because it’s an indication of where to look for customers — even if 2026 turns out to be a more economically challenging year than expected. If other clients start to scale back their plans, it makes sense to put more energy into families. And this approach can be financially beneficial, as well.
According to the survey, the average amount spent on travel by families was more than $8,000 in 2024. This may not be on the spending level of luxury clients, but it’s nothing to pass up in a soft market, especially if you can organize a multigenerational or multifamily group. In fact, the survey shows this kind of travel is growing — with 57% of grandparents already planning a family group trip.
Advisors should take note that only 19% of parents say they have used a travel advisor recently, yet 61% would consider trying one within two years. For advisors, this is a clear call to action — connect with parents, demonstrate your value and capture this reliable market.
