IMG Data Shows U.S. Travelers Extend Trips, Shift to Europe
Event summary
- IMG analyzed 30,000+ member travel plans for summer 2026, identifying Mexico, Italy, Canada, UK, and France as top destinations.
- Average trip length increased to 11 days (up from 10 in 2025), with insured trip costs rising 15% YoY.
- Travel protection plan purchases surged 23% compared to summer 2025.
- Italy climbed to second place in rankings, while France entered top 5, reflecting European travel growth.
The big picture
IMG's data reveals a strategic shift toward longer, more expensive trips with increased demand for travel protection. This aligns with broader industry trends of post-pandemic travel recovery and rising consumer confidence in international travel. The surge in European destinations suggests a potential long-term realignment away from traditional tropical hotspots.
What we're watching
- European Travel Growth
- Whether Italy and France can sustain their momentum as top destinations amid shifting travel preferences.
- Insurance Demand
- How the 23% increase in travel protection plans will impact IMG's revenue and product development.
- Trip Cost Inflation
- The pace at which insured trip costs continue rising and its effect on consumer travel budgets.
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