Improved and expanded for 2026, Phocuswright’s consumer travel reporting is taking center stage. Following a year of highlighting topical U.S. traveler trends, Phocuswright’s Global Traveler Trends 2026 expands coverage to all of our consumer-reporting markets.Throughout the year, Phocuswright fields online consumer surveys, targeting online adult populations who travel for leisure. Research will spotlight key consumer segments and emerging trends shaping these travel markets. Topics will span technology adoption, booking behavior, sentiment toward leisure travel—and more!Topics covered in 2026 include:AI Adoption and Trust (Among U.S. Travelers)The Japanese Traveler ProfilePayments and Loyalty Among European TravelersStay tuned for additional installments throughout the year!

Analysts: Alicia Schmid, Stan PawlowTopics: Consumer Trends, Destination & Activities Marketing, Social & Search, Technology InnovationSegments: Air, Car Rental & Ground Transportation, Cruise, Hotels & Lodging, Online Travel Agencies, Rail, Tours & PackagesRegions: Asia Pacific, Europe, Latin America, Middle East & Africa, U.S. & CanadaResearch Type: Article

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This report, based on a comprehensive survey of leisure travelers in the U.K., France and Germany, explores consumers’ trip-planning and purchasing behavior, and their attitudes toward travel in 2026 and beyond. It examines how travelers research, choose and book trips, including the roles of OTAs, social media, AI, digital identity and geopolitical concerns in shaping future travel behavior.

Analyst: Alicia SchmidTopics: Consumer Trends, Social & Search, Technology InnovationSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Tours & Packages, Short-Term RentalRegion: EuropeResearch Type: Report

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This report, based on a comprehensive survey of Japan-based leisure travelers and those who plan to travel in the future, explores consumers' trip-planning and purchasing behavior, and their attitudes toward travel in 2026 and beyond.

Analyst: Alicia SchmidTopics: Consumer Trends, Social & Search, Technology InnovationSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Tours & Packages, Short-Term RentalRegion: Asia PacificResearch Type: Report

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Who controls travel in the world’s fastest-moving markets? That’s the question at the heart of the Online Travel Tracker, a new monthly market briefing developed by Phocuswright’s sister brand WiT (Web in Travel), designed to measure the real-time pulse of online travel across key global markets. Each edition highlights a single market or segment, mapping the competitive landscape across channels and connecting macro trends like infrastructure, policy, cultural norms or AI use with the realities of distribution and competition on the ground.  

Analyst: Web in TravelTopics: Consumer Trends, Market Overview & Sizing, Social & SearchSegments: Air, Hotels & LodgingRegion: Middle East & AfricaResearch Type: Report

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Phocuswright’s Quiet Luxury in Motion: The Indulgent Explorer Mindset is part of a comprehensive consumer research study examining how U.S. travelers who took at least one leisure trip in the past 12 months that cost $1,500 or more per person per day plan and execute their leisure trips. Attitudes about the travel they partake in are also explored.

Analysts: Alicia Schmid, Stan PawlowTopics: Consumer Trends, Social & SearchSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Traditional Agencies & TMCs, Short-Term RentalRegions: Europe, U.S. & CanadaResearch Type: Report

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Chinese OTAs Deploy AI for Big Global Push traces how major Chinese intermediaries are pairing a protected home market and fierce domestic competition with a more disciplined global expansion strategy, while inbound travel policy shifts add a third growth pillar alongside domestic and outbound.

Analyst: Gary BowermanTopics: Market Overview & Sizing, Consumer Trends, Social & SearchSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Rail, Tours & PackagesRegion: Asia PacificResearch Type: Article

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Phocuswright’s The AI Surge: Travel's Fastest Behavioral Shift in a Decade is part of a comprehensive consumer research study examining how U.S. travelers integrate generative AI into their trip planning and execution behavior. Attitudes about the emergent technologies is also discussed.

Analysts: Michael Coletta, Alicia SchmidTopics: Consumer Trends, Social & Search, Technology InnovationSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Traditional Agencies & TMCs, Short-Term RentalRegions: Europe, U.S. & CanadaResearch Type: Report

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A Market Rewired: Ten Structural Shifts Redefining Asia Pacific Travel examines how systems increasingly move in tandem, redistributing urban demand and redefining distribution via cross-industry partnerships. Overall, advantage will accrue not to players chasing nondescript volume, but to those able to adapt to structural change across demographics, capital markets, technology and geopolitics.

Analyst: Coney DongreTopics: Market Overview & Sizing, Consumer Trends, Social & SearchSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Rail, Tours & PackagesRegion: Asia PacificResearch Type: Report

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Drawing on a comprehensive survey of U.S. leisure travelers, this three-part research series examines how loyalty programs are used and perceived, what truly drives repeat behavior and why even “loyal” customers so often stray. 

Analyst: Madeline ListTopics: Consumer Trends, Social & SearchSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Short-Term RentalRegion: U.S. & CanadaResearch Type: Report

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Based on a global survey of senior travel executives, this research examines where gen AI and agentic AI are already delivering value, how budgets are (and are not yet) shifting to support them, and what’s holding organizations back from scaling. As agentic AI gains traction, the competitive divide is increasingly defined by who can move from experimentation to infrastructure.

Analyst: Michael ColettaTopics: Consumer Trends, Social & Search, Technology InnovationSegments: Air, Car Rental & Ground Transportation, Hotels & Lodging, Online Travel Agencies, Short-Term RentalRegion: U.S. & CanadaResearch Type: Report

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