Viral culture is quietly rewriting the economics of travel, Going's 2026 report finds

Intentional travel and trend-driven influence set the tone for the year ahead

NEW YORK, Dec. 8, 2025 /PRNewswire/ -- Going's 2026 State of Travel and Flight Deals Report reveals a travel landscape entering a new era, one where travelers are becoming more selective and the places they go are increasingly shaped by virality. After a surprisingly steady 2025 marked by predominantly cheap airfare and months of softened TSA volumes, underlying dynamics began to shift. Mistake fares surged to record levels, summer prices looked shockingly affordable (even at the last minute), airlines funneled resources into premium cabins, and travelers reevaluated what actually makes a "good trip."