As global instability put pressure on oil prices and travel costs, we surveyed Globe Insiders, our panel of readers, to better understand how they were approaching travel in the year ahead. While fuel surcharges, reduced flight schedules, and cancellations would follow in the weeks ahead, uncertainty around travel costs was already part of the picture. We asked Insiders where they planned to go, when they intended to travel, what was shaping their decisions and how current conditions were influencing their plans.
Sunny times, despite global pressures
Globe readers are informed about world events, but they aren’t allowing global pressures to derail their plans. In fact, 88% still plan to vacation in the next twelve months. Winter is the least favoured season for travel, at 24%, while more than half of readers (57%) intend to travel across multiple seasons.
The domestic travel bump begins to normalize
While 2025 saw a dramatic increase in Canadian travel interest, Globe readers are placing slightly less emphasis on domestic leisure trips this year. Seventy percent intend to travel within Canada, a 10-point drop from 2025, suggesting the domestic travel surge may be settling after last year’s spike.
Politics continues to shape U.S. travel sentiment
Globe readers are closely following events in the United States, with those developments directly affecting their willingness to travel there. Only 12% plan to vacation in the U.S. for leisure in the next twelve months, down from 15% last year.
Among those avoiding the U.S., 90% cited the country’s political climate as a driving factor. Personal values and safety concerns were also influential, cited by 69% and 55% of readers, respectively.
U.S. demand is narrowing, not disappearing
For the smaller group still planning trips to the United States, destination preferences are shifting. Florida and California stand out as the top U.S. destinations; each being considered by about one quarter of prospective travellers. California saw a clear increase in interest compared with last year, up seven points, while Arizona also gained momentum, rising from 7% in 2025 to 14% this year.
At the same time, several previously popular destinations have lost ground: interest in New York City fell from 15% to 9%, New England from 15% to 8%, and the Great Lake Border States from 15% to 4%. The pattern points to a more selective U.S. traveller, with the new interest in California possibly suggesting shifting state preferences could also be influenced by politics.
Europe remains the international forerunner
Among those planning leisure travel, 66% are looking to travel internationally, with 54% considering European destinations.
The United Kingdom remains a major draw, though consideration has declined year over year, with 32% expressing interest. France followed at 21%, Mexico at 13%, Australia/New Zealand at 11%, Germany at 10%, and Other Caribbean at 10%. Additionally, half of the respondents are still considering other European destinations.
International travel interests also appear to be more focused: 43% of readers are considering just one destination, suggesting many are prioritizing deeper trips over multi-stop itineraries.
Ontario and B.C. lead domestic consideration
Among readers looking to travel domestically, Ontario and British Columbia drew the strongest interest, with 51% and 48% of readers considering them, respectively. Quebec followed at 28%, Alberta at 22%, and Nova Scotia at 20%.
Nearly half of respondents, 45%, hope to visit a major metropolitan city, while 40% are planning road trips. Cottage vacations are favoured by a quarter of readers, and nature or provincial parks sparked interest for 19%.
Within Ontario, readers are specifically drawn to trips that combine culture and convenience, with Toronto and the GTA remaining the top destinations under consideration (33%), followed by Ottawa (28%), Southwestern Ontario (23%), and Niagara (21%).
Travel is driven by people and culture
Globe readers expressed diverse interests and reasons for travelling, but one reason clearly leads the pack: visiting friends or family. Forty-five percent said they plan to vacation for this reason, followed by exploring a new culture (26%), travelling just for the sake of travel (25%), and adventure (17%).
Cruises are an add-on, not the whole itinerary
Readers who are planning cruises do not see them as their only vacation. Sixty-eight percent said a cruise would be an additional trip rather than their sole getaway.
Travel plans hold, even as costs rise
More than half of readers say current economic realities are not influencing their travel plans. Among those making adjustments, 19% plan to visit destinations during off-peak periods because of the economic situation.
The survey also points to a strong premium travel segment among Globe readers. 54% have taken part in a luxury travel experience, with 56% of this segment having travelled in business class and 53% having stayed at a luxury hotel or resort in the past 2 years.
Readers rely on experience and recommendations
When planning travel, readers place the greatest value on personal experience, with 70% citing it. Recommendations followed closely at 67%, while online reviews or travel articles influenced 51%. Print newspapers also play a role, with 33% of readers citing them as a planning influence. Among Globe print subscribers, that number rises to 53%.
When choosing a destination, readers prioritize local culture or history at 69%, followed by weather and safety, both at 67%. Ease of getting there, affordability and food experiences also play meaningful roles.
Readers want depth, guidance, and destination expertise
The survey also offers a clear view of the travel content readers want most. Comprehensive guides for regions and deep dives into specific cities or places led the list, each favoured by 55% of respondents. Personal travel narratives appealed to 49%, while experience-led stories highlighting more than one destination were favoured by 38%.
Summary
Most Globe readers plan to take a vacation in the next 12 months. While Canadian trips remain popular, interest in the United States has dropped, with the political climate cited as a key factor. European interest remains high, though travellers are more focused on selective planning.
Readers are motivated by personal connection, cultural discovery and premium experiences, while relying on trusted recommendations, editorial content and first-hand knowledge to shape their decisions.
