Travel preferences in 2025-2026 vary sharply among Millennials, Gen X and Baby Boomers, shaping everything from cruise demand to tour styles and wellness vacations, according to an analysis from the Internova Index: North American Traveler Insights.

The hospitality industry is undergoing significant change, driven by evolving consumer expectations, technological advancements, environmental pressures, and shifting economic and social landscapes. To remain competitive, hospitality businesses must address current challenges and adopt new strategies focused on innovation, efficiency, responsible operations, and workforce development.

Rising travel costs across key segments of the industry are reshaping how Americans plan, book and prioritize trips, according to research from Internova Travel Group, one of the world’s largest travel services companies.

The findings reveal that higher prices are accelerating a shift toward more strategic, experience-driven travel. Consumers are taking fewer but more thoughtfully planned trips, while travel supplier partners and destinations are seeing growing polarization between value-focused and premium travel, with increasing pressure on the middle of the market.

European hotels continue to record revenue growth, but profit outcomes remain uneven across regions. While overall GOP margins are holding steady at the continental level, performance varies materially by sub-region. A closer look at Spain shows continued growth in revenue and profit, alongside stabilising margins and rising pressure across labour and undistributed cost lines.