Here are 15 more of Steve Glenn’s travel industry predictions for 2026

Here are 15 more of Steve Glenn’s travel industry predictions for 2026

This week I round up the last of my 60 travel industry predictions for 2026. Here are predictions 46-60, plus a couple bonus predictions. I hope you have as much fun reading them as I do writing them. CLICK HERE to read my first 45 predictions. 

46. Airlines are about to kill the goose that lays the golden egg by allowing too many people into the airline lounges – All the major airlines are promoting airline credit cards that provide special perks like free admission into the airlines’ airport lounges. This helps sell a lot of credit cards but is putting too much pressure by filling all the lounges at the busiest time of the travel day. Some days there are no seats to sit down inside the airline clubs. I often find it more refreshing to sit outside the lounges. At a cost of almost $600 a year, one has to start questioning the hassle factor of investing in airline club lounges in 2026.

47. Car rental taxes can add up to 60% to the cost of renting a car – I know when you read this, many of you will shake your heads in disgust. Local city governments and airports are becoming addicted to taxing the new traveler coming to town. 

48. One of every three hotel rooms will go empty in 2026 – Hotels worldwide rebounded strongly in 2023 and 2024 as the post-COVID vacation travel fueled the pent-up demand and helped fill empty hotel rooms. Even with this improvement, almost 1 out of 3 hotel rooms will go empty in 2026.

49. The old Southwest Airlines officially dies in 2026 – In 2026, Southwest Airlines completes its transformation from the airline that once disrupted the industry to one that now looks and behaves like everyone else. With the introduction of assigned seating and the erosion of its iconic “bags fly free” policy, the final pillars of the old Southwest disappear. What was once a clear, customer-friendly differentiator becomes just another fare structure layered with rules, upsells, and fine print. For decades, Southwest stood apart by being simple, transparent, and traveler-first. In 2026, that identity fades as the airline trades uniqueness for revenue optimization. Southwest will still move millions of passengers—but the culture, philosophy, and soul that made travelers fiercely loyal will be gone.

50. Hotels must decide: Are they a hotel or kennel – Dogs are everywhere in travel now—on planes, in lobbies, and at resorts. I’ve been on flights with multiple dogs and have seen them removed for barking or aggressive behavior. The same thing is happening in hotels, where dogs sniff guests, roam public spaces, and occasionally clash with other dogs. I like animals, but not everyone does—and some people are allergic. Just as airlines removed peanuts for allergy reasons, hotels will have to face reality. In 2026, properties must choose: be truly pet-friendly with clear rules, or be pet-free. The middle ground doesn’t work and just makes everyone miserable.

51. A pandemic scare is likely to emerge somewhere in the world in 2026, but it may largely be ignored – Since 2000, there have been 11 major pandemics, typically occurring every 2–3 years. With COVID-19 hitting hard in 2020, we may be overdue for the next global health crisis. While a scare seemed plausible in 2024, history suggests the odds increase with time. Here’s a timeline of recent pandemics to consider: West Nile Virus (1999–2002), Anthrax (2001), SARS-CoV (2003), Mumps (2006), E. coli & Salmonella (2006), H1N1 (2009), Whooping Cough (2012), MERS-CoV (2012), Ebola (2014), Zika Virus (2016), and COVID-19 (2020).

52. Cuba will be open for business in 2026 – After decades of restriction, Cuba becomes the next geopolitical domino to fall. Following renewed pressure on Venezuela, President Trump shifts focus to Cuba and opens the door to expanded U.S. tourism. Pent-up demand, proximity, and massive curiosity make Cuba one of the fastest-rising destinations once restrictions ease. When Washington decides the timing is right, Cuba quickly moves from “off-limits” to “must-see.”

53. Your butt will get bigger or the airplane seats smaller in 2026 – All the major airlines are trying to quietly put more seats on airplanes so they can make more money on every flight. The seats are getting so small they are actually painful to sit in for many flyers. I am 6’4” tall and it is almost impossible for me to fit my legs between the seats. Even the “economy comfort” seats offered by all the major airlines that offer 4-5 inches more legroom are better but they are also decreasing the width of the seats so a flight that lasts over one hour is like being in a torture chamber.

54. Unisex bathrooms will slowly take over the restaurant world in 2026 – I really like the direction the restaurant world is heading by adding unisex bathrooms instead of the standard men/women bathrooms. Having an individual room that includes a toilet and sink with privacy is amazing. I know it takes up a lot more room but boy is it nice. 

55. Most people will renew their passports online this year – The U.S. government has finally launched a new online passport renewal system that most people will want to use to renew their passports in 2026. This will be a giant time saver as currently, it can take 5 – 9 weeks to get a passport renewed by sending in the forms via mail. This new process offers the possibility to shorten the renewal time by half. 

56. Is this the year Hertz and Avis Car Rental finally start offering “No-show” fees? – For the last 13 years, I have been predicting that car rental companies will start charging a “no-show” fee if you did not show up for your car rental. Avis and Hertz once again are foaming at the mouth to kick this idea off by charging this fee to vacation renters. Enterprise/National, which is the largest car rental company, has put the brakes on the idea for the last 11 years, but their competitors see so much revenue with these new fees that Hertz and Avis will go ahead and launch these new fees in 2026 regardless if National says “No”.

57. The pain of flying is causing people to drive for trips of 500 miles or less – Domestic air passengers are avoiding flying for shorter distances of under 500 miles since the pandemic. They are simply getting in their car to save time, money, and hassle by driving to events rather than taking short flights.

58. Baby Boomers will accelerate their travel as they try to spend down their 78 trillion dollars in wealth before they kick the bucket – Baby Boomers will take heart to the old saying, “You can’t take it with you” and accelerate the number and frequency of travel in 2026 . Add to this many Boomers will also be downsizing from jumbo houses and try to simplify life with no-maintenance condos and apartments. This will free them up for even more travel. 

59. Travelers are changing which days of the week they travel – Travel during Tuesday and Wednesday has dropped like a rock since the pandemic. Traveling on Saturday and Sunday is now sky high. Some of this is reflected by more vacation travelers are traveling now. Some low cost carriers are reacting to these new flying patterns by cutting almost all their Tuesday and Wednesday flights. 

60. The BIG 3 airlines will see a seismic shift and have less than a 50% domestic market share in 2026 – The BIG 3 airlines will continue to lose market share to low cost carriers and see an acceleration of that loss of market share in 2026. Twenty years ago the BIG 3 airlines of American, Delta and United had a 68% domestic market share. Today that is at 52% and falling every day. Southwest, JetBlue, Alaska Air, Hawaiian Air, and other low cost carriers are taking away the BIG 3 market share to the point that in 2026 I anticipate the BIG 3 will have less than 50% domestic market share. 

61. Bonus – Travel advisors become the trusted architects of modern travel in 2026 – In 2026, travel advisors are no longer viewed as booking helpers—they are strategic partners. As travel grows more complex, fragmented, and expensive, travelers increasingly outsource planning, monitoring, and problem-solving to professionals who know how to navigate the system. From managing disruptions and hidden fees to designing smarter itineraries and protecting the total travel investment, advisors bring clarity where technology alone falls short. This shift spans generations: baby boomers value experience and advocacy, while younger travelers value efficiency, coaching, and having a human in their corner when things go sideways. In a world of too many options and too little margin for error, the travel advisor becomes the calm, trusted expert guiding the journey from start to finish.

62. Bonus – In 2026, people stop waiting and start living – What I continue to see in 2026 is a quiet but powerful shift in mindset. People aren’t waiting for the world to settle down, prices to drop, or calendars to clear. They’re making the decision to live now. Travel has become one of the most meaningful ways they reconnect with family, celebrate milestones, and create memories they know they won’t regret later. Trips aren’t impulsive—but they are intentional. Travelers are planning smarter, choosing better experiences, and placing real value on time together and time away. In 2026, travel isn’t about escape—it’s about saying yes to life while you still can.

63. Bonus – The Nebraska football team will win the BIG 10 this year – Hope springs eternal!.

64. Bonus – Executive Travel will celebrate its 41st year anniversary at the end of 2026 – Thanks to all our customers, employees and friends who have helped make this happen.

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