By Debbie Gardner
dgardner@thereminder.com
It’s the summer of the careful traveler.
We’re still planning – and going on – vacations, but when and how we get to that much-needed respite comes with some alterations to the usual process.
There’s so many more factors to consider in 2026 and the trends are reflecting these considerations. Though touring Europe is still on the radar for many, a recent report from Expedia said domestic travel is up 63% for the summer of 2026. Industry insider website Travel Age West lists the most-booked states for vacations as New York, Florida, Texas and Hawaii, with top cities including New York City, Las Vegas and Chicago. Bookings at America’s national parks are once again proving popular in 2026. Trips to Canada are also hot. Even interest in cruising is up 144%. Not surprisingly, so are road trips celebrating America’s 250th. (travelagewest.com/Industry-Insight/Business-Features/summer-2026-travel-trends).
Travel Age West also notes that if you haven’t made your travel plans for this summer yet, you’re not alone.
And Prime wants to help.
To get a read on how would-be vacationers in Western Mass are planning their getaways in 2026, Prime reached out to experienced travel pros for their take on the factors influencing travel planning and how would-be vacationers are adapting to fit their budgets this year.
It‘s a shifting landscape
“Forecasting travel right now comes with more variables than usual,” said Don Anderson, CEO and Founder of Cruise Store Travel of East Longmeadow, MA., when Prime asked for his take on the state of travel planning in 2026. “Economic uncertainty, geopolitical concerns, and, of course, the impact fuel prices can have on both air and cruise travel are definitely part of the conversation. That said, what we’re seeing on the ground is that people aren’t stepping away from travel. They are simply becoming more intentional about how they spend.”
Mark Schieldrop, senior public affairs spokesperson for AAA Northeast, echoed that sentiment, saying thoughtful planning seems to be the theme when clients come to AAA’s travel professionals to book their next vacation.
“There’s strong demand for experiential travel, including guided tours, group travel, and cruises, where more of the trip is bundled and predictable from a cost perspective,” Schieldrop said. “At the same time, advisors are seeing shorter booking windows for some trips, with members taking a ‘wait and watch’ approach before committing.”
For example, in late May AAA was still seeing clients booking vacations for August and September, something that usually happens in the fall, according to Wendy Marley, a AAA travel pro with 21 years of planning experience.
“They’re finally deciding, ‘We’re really doing this,’” Marley said.
So it’s not too late if you haven’t put your plans in place.
Tips to make the most of your vacation dollars
When it comes to traveling in 2026, getting the most out of your vacation dollar takes more than a quick visit to Priceline, Expedia or Trivago.
Here’s the advice Prime’s experts from AAA and The Cruise Store shared:
Start with the deals: Schieldrop said one of the strategies AAA travel professionals are using is flipping the traditional booking pattern. That means the travel pros are searching for the best airfare or promotional offers first, then building trips around that value.
Think multiple dates: Marley said the key to affordable travel right now is flexibility.
“I tell them to be as flexible as they can,” Marley said of the clients who ask for her booking help. “Being flexible about time and date, and month… to find better deals, people are even pushing out into November.”
Book off-peak: Marley said booking vacations during what used to be known as the “Shoulder Season” – the months of September and October in the fall, and March and April in the spring – is another way to maximize both vacation dollars and the travel experience.
“People are enjoying fewer crowds and getting a better experience out of not being there during peak season,” Marley said, especially if they are planning to visit Europe.
Bundle, bundle, bundle: Marley said experienced travelers are seeing the value in booking everything together. That, she said, is fueling the interest in cruising and group travel.
With cruising, that means booking flights, transfers, and even pre-booking excursions through the cruise lines. With group travel, this means booking everything through the tour companies.
“It feels like a bit more protection while you are able to take advantage, if something happens, their 24/7 emergency lines in addition to the pricing bundles,” Marley said.
Choose a cruise: It’s the ultimate bundle- food, accommodations, entertainment, and destinations all in one package, Marley noted. Even those who’ve never before set foot on a deck are giving cruising a try this year.
Anderson said budget considerations are also fueling an interest in specific cruises. “We are seeing a strong demand for Caribbean and closer-to-home itineraries, particularly from U. S ports,” Anderson said. “Budget-conscious travel is absolutely a factor right now, but interestingly, that doesn’t always mean ‘cheapest.’ It’s more about perceived value. Travelers are weighing what they receive for their money, and cruises tend to compare favorably in that discussion.”
Or- split trip components strategically: Schieldrop said booking certain elements, such as hotels or excursions through preferred partners, then packaging other elements differently can save money.
Use a secondary airport: Airline tickets giving you sticker shock? Shifting departure or arrival city for that vacation flight can result in meaningful savings, according to Schieldrop.
Go with a pro: With so many factors to consider, there’s value in consulting with a travel professional to help you sort through all the dates, details and promotions.
“Many suppliers offer bundled perks (like onboard credits, excursions or upgrades) that aren’t always visible to consumers booking on their own,” said Schieldrop. ”It can save money to use a travel advisor.”