Cheap Flights and Screen Inspired Trips Shape How We Travel in 2026

For all the talk of rising costs, one part of the travel budget has stayed surprisingly friendly to the wallet. Flights remain historically cheap, and that simple fact is shaping how people plan their trips for the year ahead.

That is one of the headline findings from the 2026 State of Travel report by the flight deal service Going, which drew on a survey of 7,008 of its members along with its own flight pricing and search data gathered through late 2025.

Still a Golden Age for Airfares

According to the report, air travel remains dramatically cheaper than it was ten, fifteen or twenty years ago once inflation is taken into account. Going even described June 2025 as the second cheapest month for airfare on record by that measure.

For travelers, timing still matters. The report suggested that the best cash fares tend to appear one to three months ahead for domestic trips and two to eight months ahead for international journeys, giving planners a practical window to watch.

Where Travelers Want to Go

The map of desire is shifting. Interest in Europe slipped to 74 percent, down five percentage points from the previous year, which Going called the steepest decline of any region. Crowds appear to be part of the reason behind the cooling enthusiasm.

More than 70 percent of respondents said they now weigh overtourism when choosing where to go, and a large share have picked destinations specifically because they promised fewer visitors. That instinct is nudging people toward quieter corners of familiar regions.

Asia, by contrast, is holding steady and expanding its appeal. Beyond Japan, travelers expressed growing interest in Thailand, South Korea, the Philippines and Taiwan. Among Gen Z the pull was even stronger, with 47 percent citing interest in Asia against 33 percent of travelers overall.

The Screen Effect

Television and film continue to send travelers packing. The report noted that deal volume for Sicily jumped fivefold with average prices down 7 percent in the wake of a popular streaming series set on the island, a clear sign of how stories move markets.

The pattern repeated elsewhere. Deal volume for South Korea doubled as average prices fell 13 percent, while Montana saw average prices drop 44 percent amid the popularity of a hit ranch drama. Social media reinforces the effect, influencing about a quarter of travelers overall and nearly half of Gen Z.

Paying More for Comfort

Even as they chase deals on the fare itself, many travelers are willing to spend more once on board and on the ground. The report found that 71 percent expect better accommodations, 59 percent prioritize premium cabin seating and 52 percent plan upgraded experiences at their destination.

The shift shows up in the cabin too. Premium economy rose from 16 to 20 percent of travelers, while the share willing to book budget airlines fell to 44 percent from 50 percent a year earlier, suggesting comfort is climbing the list of priorities.

A Younger Generation Sets the Pace

Younger travelers are proving both budget conscious and adventurous. Going reported that six in ten members of Gen Z still plan their trips around finding deals, yet they travel widely, with 88 percent planning a city visit and 62 percent eyeing national parks or forests.

Their motivations are shifting as well. Arts and culture have become the top reason Gen Z travels, and across all groups nearly half plan trips built around an attraction or event, with roughly one in three heading somewhere for a cultural festival or celebration.

The Year Ahead

Taken together, the findings paint a picture of travelers who are savvy rather than simply thrifty. They hunt for a bargain on the flight, then invest the savings in comfort and experiences that feel worth remembering long after the trip ends.

For anyone weighing a getaway in the months to come, the takeaway is encouraging. Fares remain low by historical standards, the choice of destinations is widening, and a little patience in booking can still stretch a travel budget a long way.