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The summer peak season is where travel trends show up in full force. In 2026, a few shifts are likely to shape where people go and how they plan: from the FIFA World Cup in North America to the rise of “coolcations” and AI-assisted planning.
For travel insurers, these trends are worth watching because they may change where policyholders need support, what they expect, and how quickly they look for answers.
Key takeaways
- Travelers’ needs evolve as new travel trends emerge
- The mega-event effect is multifaceted
- AI is becoming a first stop for travel planning
- Cooler destinations are getting more attention
- Contextual and proactive communication can help travel insurers support policyholders, even during times of change
The Mega-Event Effect: a Two-Way Street for Travelers
The FIFA World Cup in North America is likely to split summer travel behavior. A similar pattern appeared during the 2024 Paris Olympic Games: Paris saw a major influx of fans, with traffic to Air Doctor 3X higher than the average August, while some regular summer travelers avoided the city because of higher prices and crowds.
The World Cup could create a similar effect across North America, with some travelers heading to host cities like Kansas City, where travel searches rose by up to 700%, and others choosing alternative destinations that may feel less crowded or more affordable.
Mega events in times of global instability are also shaping traveler behavior that insurers should watch: travelers are seeking more control over their trip plans.
The Surge In CFAR (Cancel for Any Reason)
Large-scale events bring higher prices, crowded transportation, and more pressure on support services. The reported rise in interest around “Cancel for Any Reason” policies fits this mood, showing that travelers may be more willing to pay for flexibility when disruption feels more likely.
For insurers, there’s an opportunity to highlight policy features that provide clarity and flexibility, either for mega-event attendees or for those who deliberately avoid them. Contextual and proactive communication around travelers’ trip dates can help improve brand perception and memorability.
Coolcations Are Heating Up
Another travel trend gaining momentum is the rise of the “coolcation”: a summer trip to a cooler destination instead of a traditional sun-and-sand getaway, with destinations like Scandinavian cities or Mexico City gaining attention.
Faye, a leading travel insurance company and one of Air Doctor’s partners, recently released their guide to 6 popular coolcation destinations, including cities across Denmark, Scotland, and Colombia.
With search volume for the topic growing by 164% in 2026, the trend is likely to continue as extreme heat becomes a bigger factor in summer travel planning.
Unpredictable Support Risks for Insurers
With that growth in mind, cooler destinations are likely to attract more travelers looking to escape the heat in the coming years.
For travel insurance providers, comprehensive global coverage is becoming increasingly important for maintaining high customer satisfaction.
AI-Assisted Planning: the New Source-of-Truth Challenge
It’s no surprise that AI-assisted travel planning is becoming mainstream in 2026.
Google reports that searches for terms like “AI travel assistant” and “AI concierge” grew 350% over the past year, with travelers using these tools to save time, find personalized recommendations, and feel more confident in their plans.
For insurers, this marks a major shift: policyholders may now turn to AI before they turn to their insurer, even when looking for information related to health or insurance.
But when AI becomes the first stop, accuracy becomes the real risk.
The Inaccuracy Risk in Critical Moments
Amadeus found that 25% of travelers using AI received outdated or inaccurate information, which becomes far more serious when the question is about medical coverage, local care, or what to do when you’re sick abroad.
For insurers, the opportunity is to stay top of mind through proactive communication around the trip, making sure travelers know where to find policy information and what to do if they feel sick.
In Short
In 2026, travelers are looking for more flexibility, control, and confidence when they leave home. For insurers, these shifts are worth watching as journeys become more fragmented and expectations for fast, reliable support continue to rise. Contextual, proactive communication can help insurers stay relevant and set their support experience apart.
About the Air Doctor App
Air Doctor helps insurers and assistance providers connect travelers with trusted medical care around the world. Through Air Doctor’s global network, travelers can access clinic, at-home (hotel), and video consultations.
Air Doctor’s services are proven to cut costs and improve customer retention:
- 50% of appointments scheduled within 4 minutes
- 77% of video consultations held within 3 hours
- 96% of video consultations resolved without requiring a follow-up in-person visit
- Reduced claim overhead through fast, efficient care resolution
- 24/7 multi-lingual support
FAQs
Travel in 2026 will focus on empowering travelers by providing them with more flexible booking options, as well as an increase in the use of AI.
AI usage and “coolcations” are the rising trends for 2026.
Many travelers are looking at “coolcation” destinations such as Scotland and Columbia.
