Nearly three-quarters of global travelers are still planning a summer vacation this year — but how, where and how far they’re willing to go is shifting in real time, according to new research from Allianz Partners.
The insurer’s 2026 Global Travel Confidence Index, conducted by Ipsos across 11,010 respondents in 10 countries, found 74% of consumers intend to travel for leisure this summer even as economic headwinds and geopolitical anxiety continue to reshape the landscape. The survey covered China, France, Germany, Great Britain, India, Italy, the Netherlands, Spain, Switzerland and the United States.
Cost anxiety is near-universal: 77% of respondents cited rising travel prices as a concern, and 61% said they are actively cutting non-essential spending to afford a trip. Nearly half — 47% — said they plan to scale back their vacation plans this year. Yet the psychological pull toward travel remains remarkably strong. Some 86% still consider an annual vacation important, and 82% said they “desperately need” a holiday this year, data that should give advisors confidence that consumer demand is real even if budgets are being managed more carefully than in recent years.
Domestic travel is emerging as the path of least resistance for budget-conscious consumers. Some 42% of global travelers said they plan to holiday within their own country, a trend particularly pronounced in the U.S., China and India. European markets skew more international, with the Netherlands and Switzerland leading in outbound intent.
Anticipated per-person spend averaged roughly $1,825 globally (€1,572), though figures varied widely by market. Swiss travelers led at approximately $3,000 per person (€2,580), followed by Americans at $2,625 (€2,261) and Chinese travelers at $2,580 (€2,221). Indian travelers came in at the low end at around $930 per person (€800), while Spain ($1,105/€952), France ($1,150/€991) and Italy ($1,145/€986) also fell below the global average.
Experience-driven travel continues to define consumer priorities. More than half of respondents (54%) said they plan to attend a concert, festival or performing arts event during their trip, while 45% plan to stay at a spa or health retreat and 41% intend to attend a ticketed sporting event. The data reinforces what advisors have been hearing from clients: people want itineraries built around moments, not just beds.
Uncertainty is weighing heavily on destination selection. Some 72% of respondents flagged global geopolitical instability as a concern, 66% cited personal safety including crime and terrorism, and 51% said stricter border controls were influencing their destination choices. Meanwhile, 68% said they now factor environmental risks and extreme weather events into their travel planning — a figure that has meaningful implications for advisors building itineraries in climate-exposed regions.
On the insurance front, the findings offer a clear picture of what’s driving purchase behavior. Among travelers planning to buy coverage, 85% cited peace of mind as their primary motivation, 85% pointed to protection against unforeseen disruptions and 84% said trip cancellation reimbursement was a key factor. Two-thirds of global travelers overall said they are likely to purchase travel insurance this summer, with senior executives coming in significantly higher at 84%.
For advisors, the top-line takeaway may be this: The client base isn’t retreating from travel — it’s recalibrating. The 2026 summer season is shaping up as one where value-consciousness, experience-seeking and risk awareness are converging, and where the advisor who can navigate all three will be well-positioned to convert intention into bookings.
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