Phocuswright released its Travel Forward: Data, Insights & Trends for 2026, sponsored by Travel Guard, its annual year-end and year-ahead report that provides a clear, data-driven view of the $1.67 trillion global travel market. The free report brings together the company’s most insightful analysis and presents it through interactive charts and visuals that reveal the forces shaping the year ahead.
The global travel industry enters 2026 with steady momentum. Total gross bookings are projected to reach $1.67 trillion as international demand strengthens and travelers continue to prioritize experiences despite economic and geopolitical pressures. Travel and tourism is expected to generate more than $11.7 trillion toward global GDP this year and support nearly 371 million jobs, underscoring the sector’s enduring resilience even as growth patterns vary by region.
“Each year, this report gives us the opportunity to step back and let the data reveal the real story of where travel is heading,” said Stan Pawlow, Phocuswright data analyst and lead author of the report. “We’re inspired by what emerges: a market that remains robust and full of momentum, but also one that is evolving in ways that deserve attention. That nuance is important.”
Against this backdrop, digital adoption continues to accelerate and reshape the marketplace. Online bookings are on track to rise 8% in 2025 to $1.07 trillion, led by strong gains in Asia Pacific and expanding digital access in emerging regions. OTAs are projected to generate $408 billion in bookings, maintaining a meaningful share of global online spend as consumers shift more activity into digital channels.
These changes are paralleled by a rapid evolution in traveler behavior as AI becomes a core planning tool. By late 2025, 58% of active U.S. travelers report using AI for something and 39% use it specifically for travel research or planning. Millennials lead this shift as generative platforms gain traction and traditional search tools lose relevance, signaling a fundamental transition in how travelers evaluate options and make decisions.
“Our role as researchers is to surface these changes clearly and objectively so the industry can make smarter decisions,” added David Juman, Phocuswright’s vice president, editorial & market sizing. “Bringing all of our strongest data and analysis together and making it accessible to everyone is one of the most impactful ways we can help the businesses that shape travel’s future.” Travel Forward: Data,
Insights & Trends for 2026, sponsored by Travel Guard, is available at no cost. The report features a wide range of impactful data and tackles topics which together will shape the global travel industry in 2026 and beyond. Coverage includes global, regional and key segment sizing, the dynamic short-term rental landscape, the rapidly evolving impact of AI across the industry, corporate and consumer travel trends, loyalty, luxury and more. Phocuswright analysts will host a webinar to unpack the essential insights and key findings of this report on January 15, 2026. The details and registration can be found here.
