Total gross bookings are projected to reach $1.67 trillion as international demand strengthens and travellers continue to prioritize experiences despite economic and geopolitical pressures.
These are the main findings from the annual year-end and year-ahead report from Phocuswright, the travel industry’s definitive authority on research, events and media.
The report, entitled Travel Forward: Data, Insights & Trends for 2026, is available free to the global travel industry. It brings together the company’s most insightful analysis and presents it through interactive charts and visuals that reveal the forces shaping the year ahead.
“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.”
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 traveller behaviour as AI becomes a core planning tool.
Millennials lead this shift as generative platforms gain traction and traditional search tools lose relevance, signalling a fundamental transition in how travellers 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.”
Phocuswright analysts will host a webinar to unpack the essential insights and key findings of this report on January 15, 2026.
