12 Travel Trends to Impact Travel Advisors in 2026

12 Travel Trends to Impact Travel Advisors in 2026

As Canadian travel advisors look ahead to 2026, it’s clear that travel demand is changing in lasting ways. These changes are not short-term reactions or passing trends. They reflect how Canadians now think about travel after years of disruption, uncertainty, and rising costs. Travellers are more thoughtful about where they go, how often they travel, and who they trust to help them plan. They are also more aware of risk and more willing to pay for guidance that helps them avoid problems.

Today’s traveller often takes fewer trips than before, but those trips matter more. They tend to be longer, more expensive, and tied to meaningful experiences such as family milestones, personal interests, or wellbeing goals. For travel advisors, this creates a clear divide. Advisors who adjust how they price their services, talk about protection, and position their expertise will be well placed to grow. Those who rely on old models may struggle.

Let’s take a closer look at twelve key travel trends that are expected to shape how Canadian travel advisors work in 2026.

A Shift Away From U.S. Travel Toward Long-Haul and Alternative Destinations

Canadian travel habits are changing, particularly when it comes to travel to the United States. While the U.S. has long been the most popular destination for Canadians, interest has softened over the past few years. Many travellers cite a mix of reasons, including political tension, trade disputes, unpredictable border experiences, rising costs, and a general feeling that U.S. trips are no longer as easy or enjoyable as they once were.

Industry data from Canadian airports, tour operators, and insurers suggests that leisure travel to the U.S. has declined since 2023, while bookings to Europe, Asia, and other long-haul destinations have steadily increased through 2024 and 2025. Advisors are seeing more clients choose fewer trips overall, but allocate larger budgets to destinations that feel more rewarding.

Long-haul travel now feels “worth it” to many Canadians. Travellers are more willing to spend on flights and accommodations if the destination feels meaningful and memorable. For advisors, this shift increases the complexity of every booking. Longer trips come with higher costs, more logistics, and greater exposure to medical issues, flight disruptions, and emergency situations. This is also where the limits of credit card travel insurance often appear, especially for trips that exceed common coverage limits or involve higher-risk destinations.

Fee-Based Advisory and Professional Pricing Becomes the Norm

By 2026, professional fees are no longer a trend; they are the standard for experienced travel advisors. As supplier commissions continue to decline, advisors are increasingly charging for consultations, trip planning, transactions, and ongoing support. This reflects a broader change in how travel advice is valued.

Canadian travellers are becoming more comfortable paying fees when they clearly understand what they are paying for. When advisors explain that their role includes planning, problem-solving, advocacy, and risk management, clients are far less resistant. In fact, many now expect to pay for expertise, particularly for complex or high-value trips.

Fee-based models also make it easier to have stronger insurance conversations. When clients see planning as a professional service, they are more open to discussions about medical coverage, trip cancellation, and emergency protection as part of responsible travel planning rather than optional extras.

The Normalization of Travel Protection and Risk-Aware Planning

Travel protection has become a normal part of the travel conversation. Canadian travellers now routinely ask about medical coverage, evacuation, trip interruption, and cancellation terms early in the planning process. This change is driven by experience. Over the past several years, many travellers have dealt with cancelled flights, medical emergencies abroad, extreme weather, and sudden changes to entry requirements.

As trips become longer and more expensive, the financial consequences of something going wrong increase. This has made protection planning feel less like an add-on and more like common sense.

At the same time, many Canadians still rely heavily on the travel insurance included with their credit cards, often assuming it provides full coverage. Advisors increasingly encounter clients who believe they are “already covered,” even when that coverage has clear limits related to age, trip length, destination, or medical stability. This is where tools like TravelAndCards.com play a valuable role. By helping advisors review a client’s credit card travel insurance in detail, identify gaps, and explain those gaps clearly, the platform supports better conversations and helps advisors overcome common objections in a factual, client-focused way.

Trust-Driven Travel Decision-Making

Trust has become one of the most important factors in how Canadians choose to book travel. While online booking tools and automated platforms are widely available, many travellers have learned that these tools offer little help when something goes wrong. As a result, travellers are placing more value on human support, accountability, and continuity.

Clients want to know who will assist them during a cancellation, a missed connection, or a medical emergency. They value advisors who understand their personal preferences, family situations, and comfort levels with risk. Clear communication, documented recommendations, and follow-through all contribute to stronger trust and longer-term client relationships.

AI-Augmented, Not AI-Replaced, Travel Advising

Artificial intelligence is becoming part of the travel advisor’s toolkit, but it is not replacing the advisor. By 2026, many Canadian advisors are using AI to speed up research, compare options, analyze travel patterns, and manage administrative tasks. This allows them to focus more time on client conversations and complex planning.

AI can provide information quickly, but it cannot offer judgment, reassurance, or accountability. Advisors who use AI thoughtfully are more efficient and better informed, while still delivering the human insight that clients trust.

Experiential, Sports, Event, and Passion-Driven Travel

More Canadians are planning trips around experiences rather than destinations. Travel centred on sports events, concerts, festivals, food, and personal interests continues to grow. Whether it is a major sporting event in Paris, a culinary experience in Italy, or a cultural festival in Japan, the experience often dictates the timing and structure of the trip.

These trips usually involve fixed dates and non-refundable bookings, which increases cancellation risk. Advisors add value by planning around these constraints and ensuring appropriate insurance coverage is in place.

Data-Informed Personalization in Travel Planning

Personalized travel planning is now expected. Advisors are using client data, past travel history, and preferences to tailor recommendations more precisely. Knowing how often a client travels, their medical considerations, and their tolerance for risk leads to better planning and fewer surprises.

This approach also strengthens insurance discussions. When recommendations are based on real client information, they feel relevant and practical. Platforms like TravelAndCards.com support this by giving advisors clear insights into existing credit card coverage, making it easier to personalize protection strategies.

Destination Risk Awareness and Geo-Sensitive Choices

Canadian travellers are more aware of destination-specific risks than ever before. Beyond health concerns, they now ask about political stability, climate risks, healthcare quality, and infrastructure reliability. Advisors are expected to explain these factors calmly and help clients decide what level of risk they are comfortable with.

Whether discussing heat risks in the Middle East or healthcare access in remote regions, this guidance reinforces the advisor’s role as a trusted professional.

Traveller Flexibility and Resilience as an Expectation

Flexibility is now a basic expectation in travel planning. Clients expect advisors to consider cancellation terms, flexible fares, buffer days, and backup options. This mindset developed during pandemic disruptions and continues due to ongoing airline and airport challenges.

By 2026, building resilient itineraries is a core advisory skill. Advisors who clearly explain the trade-offs between cost and flexibility help clients make better decisions and feel more confident in their plans.

Privacy and Seclusion Redefine Luxury Travel

In the luxury market, privacy has become the most valued feature. High-end Canadian travellers increasingly prefer private villas, estates, and exclusive-use accommodations over traditional luxury hotels. Avoiding crowds is now a priority.

These arrangements often involve higher financial exposure and custom contracts, making thorough insurance planning especially important.

Group, Celebration, and Event-Based Travel Continues to Grow

Group travel for weddings, reunions, corporate retreats, and milestone celebrations remains strong. These trips require careful coordination and clear communication. Advisors who specialize in group travel provide structure, manage expectations, and ensure appropriate protection for all participants.

Wellness, Health, and Longevity Travel Gains Momentum

Wellness travel now extends beyond spas to include mental health retreats, physical recovery, and longevity-focused programs. Canadians are travelling with specific health goals in mind, often combining care with leisure. These trips require careful attention to medical eligibility and insurance coverage, particularly for pre-existing conditions.

As 2026 approaches, the advisors who succeed will be those who fully embrace their role as planners, educators, and risk managers. Understanding how these trends connect to travel insurance is a key part of that role. TravelAndCards.com helps Canadian travel advisors analyze credit card travel insurance coverage, identify gaps, and confidently recommend supplemental protection when needed. Advisors can learn more or sign up directly through the platform to support stronger client conversations and drive additional travel insurance revenue in a changing travel landscape.