Japan Consumer Travel Report 2026

Japan's leisure travel market is active and resilient, with nearly half of adults taking at least one trip in the past 12 months. While most travelers stay close to home and take short trips, a higher-value international segment travels more frequently, spends more and engages more deeply across digital channels. Cost pressures, particularly for millennials, create friction, but future intent remains strong, with 96% of travelers expecting to travel in the next 12 months.

New in 2026, this report is based on a comprehensive online survey of Japan-based travelers. It examines Japan consumers' trip-planning and purchasing behavior, including the role of digital and offline resources, and the growing influence of social media and AI on the planning process, as well as their expectations and goals for travel in the future.

Key questions answered by this report include:

• What does the average traveler look like? How many trips do they take per year, where do they go, with whom, for how long and how much do they spend?
• What resources do travelers use to research, plan and book their trips?
• How do preferences differ across age groups?
• How do domestic-only and international travelers in Japan differ in their preferences and booking decisions?
• What influences the decisions travelers make about various elements (e.g., air, hotel and activities) of their trips?
• What role do social media and other emerging technologies play in consumers' travel planning activities?
• What is the sentiment toward future travel? What changes, if any, do travelers intend to make regarding their future travel?

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Europe Consumer Travel Report 2026

Europe's leisure travel market remains resilient, but traveler behavior across the U.K., France and Germany is becoming more uneven as cost sensitivity rises and long-haul sentiment softens. Planning and booking continue to shift online, with OTAs strengthening their role in research and AI gaining traction as a tool for destination choice, trip planning and in-destination support.

This report is based on an online survey fielded in April 2026 among leisure travelers in the U.K., France and Germany who had taken at least one overnight trip in the past 12 months and played an active role in planning and booking it. It examines how travelers research, choose and book trips, including the roles of digital and offline resources, social media, AI, digital identity and geopolitics in shaping travel behavior and future intent.

Key questions answered by this report include:

• What does the average traveler in the U.K., France and Germany look like? How many trips do they take per year, where do they go, for how long, with whom and how much do they spend?
• How are travel behaviors changing across these three markets, and what differences stand out by country?
• What resources do travelers use to research, plan and book their trips, and how are OTAs, general search, social media and AI influencing those decisions?
• What factors matter most when travelers choose destinations, accommodations, flights, packages and in-destination activities?
• How do booking behaviors differ across major trip components such as air, hotel, car rental and packaged travel?
• How do travelers view digital identity tools, and what benefits or barriers do they associate with their use in travel?
• How are geopolitical concerns affecting travel sentiment, especially for long-haul and U.S.-bound travel?
• What is the outlook for future leisure travel, and what changes, if any, do travelers expect to make to trip frequency, spending, trip length and travel class?

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Free Research Insights article: OTAs lead, AI rises and travelers research less: New findings from three key European markets

Online Travel Tracker: South African Spectrum

South Africa is a market of contrasts: a youthful, mobile-first population and improving payments infrastructure sit alongside persistent constraints around infrastructure reliability, cost pressure and perceptions of safety. On the demand side, a widening "volume-value" gap in domestic travel and a resilient inbound base is driven heavily by regional visitors, even as long-haul recovery remains uneven. Layered on top are emerging AI signals, from tourism-board assistants to growing traveler adoption, alongside regulatory and trust considerations that will shape how quickly digital transformation can translate into durable growth.

This third installment of the Online Travel Tracker looks at how those realities shape travel demand and investment, with a focus on how government reform programs and major infrastructure upgrades across airports, rail and digital systems could influence mobility and tourism growth. It also maps the role of large, tourism-linked conglomerates that span aviation services, tour operations, lodging and corporate travel, creating powerful ecosystems across the value chain.

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Free Research Insights article: South Africa's tourism reset: Infrastructure, fintech and regional strength set the stage for growth

Online Travel Tracker: The Wellness Stack

Wellness tourism has moved from niche to a strategic growth category, and that shift is at the center of this fourth edition of the Online Travel Tracker. This edition turns to wellness, a segment growing rapidly in both scale and strategic importance, with global wellness tourism projected to reach $1.4 trillion by 2029.

The report explores how wellness is taking shape across Asia Pacific and the broader APMEA region through a mix of consumer demand, destination strategy and private sector investment. It traces the rise of both technical, medicalized "hardcare" offerings and more human-centered "softcare" experiences, while also highlighting how many APAC countries are building wellness into tourism policy, infrastructure and brand positioning. It also maps the role of hotels, resorts, startups and OTAs in bringing wellness further into the online travel ecosystem.

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Free Research Insights article: Wellness tourism hits $894B and the real growth is still ahead

Europe Travel Market Report 2026

Europe's travel market, in focus. This series puts the most important market data front and center, pairing clear analysis with comprehensive sizing and projections for the European travel industry from 2023-2029. It features dedicated coverage of six key regional players: France, Germany, Italy, Scandinavia, Spain and the U.K.

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Germany Travel Market Essentials 2026

Germany's travel market grew 5% to €76.3 billion in 2025, driven by resilient holiday demand and record travel spending despite economic and geopolitical pressure. Growth is expected to slow in the near term as higher costs and international conflicts redirect demand toward closer destinations, but Germany remains on track to retain its position as Europe's largest travel market.

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Free Research Insights article: Germany sets a travel spending record, sustaining it won't be simple

Italy Travel Market Brief 2026

The Italian travel market reached €30 billion in gross bookings in 2025, up 4.5% year over year, as record inbound demand pushed tourism to new highs. Online bookings accounted for 58% of the market, with mobile now representing more than half of all online bookings. Hotels remained the largest segment, supported by strong investment activity and continued demand for higher-end properties. Even as geopolitical tensions heighten, Italy's broad appeal, strong domestic alternatives and continued digitalization support the market's longer-term momentum.

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Free Research Insights article: Three things to know about the Italy travel market

U.K. Travel Market Essentials 2026

The U.K. travel market was projected to reach £56.6 billion in 2025, supported by strong outbound demand and one of Europe's most digitally advanced distribution landscapes. Online bookings now account for 90% of total gross bookings, with supplier-direct channels continuing to dominate across the market. Although the outlook for 2026 has become more uncertain amid geopolitical tensions and pressure on consumer demand, the U.K. market remains resilient, underpinned by high travel propensity and a mature digital ecosystem.

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Free Research Insights article: U.K. travel distribution has found its equilibrium. Will it stay that way?

Europe Travel Market Data Sheet 2026Subscribers only

This data sheet provides comprehensive market sizing and projections for the Europe travel industry (France, Germany, Italy, Scandinavia, Spain and the U.K.) from 2023-2029, including analysis of key segments, share and trends, and distribution and recovery dynamics by segment.

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U.S. Travel Market Report 2026

This series delivers market analysis, comprehensive sizing and projections for the U.S. travel market, along with detailed data and analysis of five key segments: airline, hotel and lodging, car rental, cruise and packaged travel. A standalone report dedicated to online travel agencies rounds out the coverage.

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Japan Travel Market Essentials 2026

Japan's travel market posted a strong 2025, with gross bookings rising 8% to US$94.2 billion. Inbound arrivals hit a record 42.7 million, the Osaka-Kansai Expo lifted demand across segments, and the distribution mix continued shifting online, while policy pivoted from volume growth toward higher-value, regionally dispersed travel and AI adoption began to accelerate. Growth is expected to moderate in 2026 before easing headwinds put the market on track to surpass its 2019 size by 2029.

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Free Research Insights article: Japan inbound boom becomes policy priority