Travel advisors affiliated with TRAVELSAVERS and NEST are looking ahead to a strong finish to 2026, driven by resilient demand, increased travel insurance sales, and shifting booking patterns that reflect travelers balancing experiences with value, according to a recent survey.
Sales Outlook Remains Positive
The survey, conducted among U.S. and Canadian advisors from August 5 to 31, 2026, reveals that about two in three advisors expect their sales to increase compared with 2025, while just 3% anticipate a significant decline. The majority of respondents—43%—predict sales will rise somewhat, with 22% forecasting a more than 10% increase from the previous summer. A smaller segment, 20%, expects growth between 1% and 9% compared with last year. Only 17% believe sales will remain flat, while 16% expect a moderate decrease and 9% a significant drop.
Shoulder-Season Travel Gaining Momentum
Shoulder-season travel is contributing to the positive outlook. Almost four in 10 advisors report that bookings are up compared with the same period last year, while 28 percent say bookings are holding steady. Another 10 percent say the traditional shoulder season has disappeared as travelers increasingly seek flexibility and spread demand throughout the year. This shift aligns with broader changes in booking behavior, which the survey examines as evolving.
The most common booking window currently spans six months to a year before departure, cited by 38% of advisors. However, a growing number of clients are booking closer to their trip, 16% now prefer three months or less, up from previous patterns. Only 11% typically book a year or more in advance. Overall, 40% of advisors observe clients booking nearer to departure than a year ago, while 22% report more advance bookings. This has led some advisors to describe a U-shaped booking curve, with travelers either securing trips far in advance to lock in pricing or waiting for last-minute deals. Some clients are already planning trips for 2028, according to the report.
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Travel insurance sales continue to rise, with 45% of advisors reporting an increase in clients purchasing insurance compared with a year earlier. Six percent report fewer travelers opting for insurance, while 47% say the number of clients buying coverage has remained unchanged. Overall, advisors indicate that two-thirds of their clients now purchase insurance. “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.”
Consumer spending patterns also vary. About one-third of advisors say clients are more willing to spend on experiences than before, while 12% report increased demand for premium upgrades. Meanwhile, 21% of advisors note travelers are more willing to compromise on costs, seeking value through flexible dates, budget-friendly destinations, or early bookings.
Detailed Sales Projections
The survey provides a granular view of sales expectations. Nineteen percent of advisors predict sales will increase by more than 10% compared to last summer. Twenty percent anticipate growth between 1% and 9%. Fourteen percent expect a decline between 1% and 9% from the previous year, while 9% foresee a drop of 10% or more. These figures contrast with the broader outlook, where 22% of advisors expect a significant increase, 43% a moderate rise, and 3% a sharp decline.
Consumer Spending Shifts
Consumer spending patterns reveal divergent priorities. Thirty-four percent of advisors note clients are equally willing to spend on travel in general, while 32% report increased spending. Meanwhile, 21% observe travelers prioritizing cost reductions. Specific approaches include 16% of clients seeking flexibility with travel dates, 16% targeting budget-friendly destinations, and 14% booking further in advance to secure deals. Eleven percent opt for less busy periods, and another 11% explore emerging destinations for value and unique experiences.
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The survey’s findings were announced at the Travel Market conference in San Antonio, Texas, from September 24 to 27, 2026. Advisors and preferred partners discussed industry trends and growth opportunities during the event. Wayne Spector emphasized the modern traveler’s intentionality, noting that some prioritize upgraded experiences while others focus on value maximization. He highlighted the advisor’s role in helping clients balance budgets and manage risks effectively.
Additional statistics show 2% of advisors report clients booking both closer in and further in advance. Insurance purchases remain strong, with 45% of advisors noting increased insurance purchases compared with a year earlier. The data shows a market balancing flexibility, value-seeking, and experiential demand.