What My Clients Are Actually Asking For in 2026 (It's Not What You Think!)

1. Nobody Knows Who to Believe Anymore

This is the biggest thing I am hearing lately from new clients. People are drowning in information online, and they literally don't know what's real anymore.

Sometimes, I'll have clients spend 20 minutes walking me through all the things they saw online that they want to add to their itinerary. They read blog posts, saw pics on Instagram, or scrolled through hotel reviews late at night. And then they'll pause and say: "But what do YOU think?"

I’m going to be honest: the internet has broken travel planning. I love when clients come inspired by what they’ve seen online, but actually using Google results for trip planning is a nightmare now. There's fabricated content, sponsored posts disguised as advice, and AI-generated lists that all say the same generic things, or outright hallucinate places that don’t exist. People can't tell the difference between a travel blogger who got a free stay and is legally required to disclose it (but buried it in tiny text in paragraph 30, if they bother), and someone who actually paid to stay there and has a real opinion.

So, people are coming back to travel advisors in a big way. And it’s not because they can't Google "best hotels in Paris.” They can, and they did, and now they have 47 tabs open about it. They're hiring me because they want a real person who can actually help, and who will tell them the truth. Someone who's been there - and who can work with trusted colleagues, aka more real humans, in your destination to plan your trip. I continue to develop real connections with travel colleagues all over the world, and that’s become exceptionally valuable in 2026.

2. "Life Is Short" - Even If You're Young

Lately, I'm hearing, "life is short, we need to do this trip" from travelers in their 20s and 30s.

This isn't just retirees finally booking that bucket list trek, although I'm seeing that too. I’m getting younger travelers - people in their 20s, 30s, and 40s - who watched the pandemic shut down the world, and realized that we can't keep putting this off. And let’s be real, it’s not just the pandemic. I’m writing this in early 2026, when state-sanctioned violence continues to end young people’s lives with impunity. In our current context, it’s a good time to reassess whether you’re living the life you want to.

The trips they've been daydreaming about for five years? The anniversary trip that was supposed to happen "someday"? The family reunion in Europe that never quite worked with everyone's schedule? My clients are booking these trips now. I'm hearing a lot of, "It's finally time."

There's an urgency that wasn't there before. And it's not reckless, or thoughtless. They're not quitting their jobs or blowing all their savings, but they are realizing that life is short and future travel isn’t guaranteed. My clients are done waiting for the “perfect time,” because there is no such thing. They are booking things now that they’ve dreamed about for years, in an effort to live life to the fullest. And I'll be honest, I’ve been doing this, too. My trip to France last fall was something I had put off for years, and I’m so glad we did it.

3. Ambition Meets Reality

I’ve seen a pattern lately, especially with my clients who have bigger budgets. They want to get the most value for money, which is a totally reasonable ask. But often, that translates into a wishlist hitting six European cities in two weeks. Or adding three more countries because “we’ll be there already.” They’re very excited about doing it all.

And then I ask: "What are you hoping to feel on this trip?"

And they pause. And then they say something like, "Well, we really want to decompress and just explore cute towns (or hike, or see wildlife, or whatever they love to do)."

At that point, I know I need to talk them off the ledge.

Sometimes, what clients actually need is not a sprint through European cities, or cramming in four different Baltic countries because they’ll be nearby. What they need is a week in a tiny Alpine village where the biggest decision they have to make is whether to hike in the morning or the afternoon. Or five days in a cabin by a lake where the wifi is terrible (on purpose) and there's a sauna. Or a villa in Provence where they can make exactly zero plans, and just... exist.

I've started gently pushing back on ambitious itineraries when clients clearly just need a break. I can absolutely plan a jam-packed trip full of activities, but it’s not the right fit every time. I take my job very seriously, and sometimes that means being the external voice of reason - and giving my clients permission to slow down and enjoy the journey.

4. Wellness Travel That Nobody Calls "Wellness Travel"

What do you think of when you hear “wellness travel?” Maybe like…going somewhere where you have to be really quiet and do yoga all day, and drink cucumber water and green smoothies? Or someone tells you to “set an intention” before breakfast? (Let’s be so real, coffee is my only morning intention.)

Anyway, nobody asks me for a wellness retreat or wellness travel, even though that’s what the travel industry wants me to call it.

But everyone needs some time for wellness and self-care when they travel. (Yes, even if you love a jam-packed itinerary.)

Here's what my clients are actually asking instead:

• "Is there a good spa at the hotel?"
• "I'd love somewhere with a sauna."
• "Can we find a place that's just... quiet?"
• "I want to avoid crowds."
• "Is there hiking nearby? But like, easy day hikes?"

They don't want the juice cleanses and grueling yoga classes. Nobody’s going to wake them up with a gong at 5 AM.

They just want space, quiet, and maybe a sauna or a hot tub. And preferably, the ability to take a walk without seeing another human for 45 minutes. (You know we Seattleites MUST be able to walk or hike wherever we go in the world, lol.)

So, this is the kind of “stealth wellness” travel I am booking right now. It’s a trip that involves rest and decompression as an intentional feature, without making it a whole…thing.

Most clients don’t want to go to an all-inclusive resort or a structured retreat. They want a cute cabin with a sauna and good northern lights viewing in the Finnish countryside. Or a boutique hotel in the Swiss Alps where there is an incredible spa, and nothing to do but enjoy mountain walks. A lot of itineraries I’m designing right now have intentionally blank, flexible days built in where the only thing on the schedule is to chill.

So, wellness isn’t a spa package, a retreat, or a place anymore. It’s just building your trip with intention around the restoration that you want to experience - space, time, and permission to do nothing.

5. "Do They Even Want Us There?"

Here's something I've been hearing a lot lately, usually said at the beginning of a conversation. "Do you think people there will be... okay with us visiting right now?"

They're asking because the US is currently speed-running the destruction of every ounce of global goodwill we had left. Between our foreign policy disasters and domestic chaos, my clients are genuinely worried that showing up with an American passport means they'll be unwelcome.

So let me be very clear: Yes, they still want you there.

I've been talking to my colleagues in Uganda, France, Tanzania, Switzerland, French Polynesia, Lithuania, Costa Rica, Norway, and everywhere else I plan trips. And unsurprisingly, regular people around the world are smart enough to separate American travelers from American government policy.

They know the difference between you - someone who saved up to experience their culture, eat their food, learn some phrases in their language, and actually see their country - and our catastrophic government.

In fact, as a former Peace Corps Volunteer (Mali & Guyana), I'd argue that right now is one of the most important times TO travel. Because when you show up as a thoughtful, respectful visitor, you're actively countering the ugly American stereotype. You're having real conversations with real people, and exchanging cultures. You're proving that Americans aren't a monolith, and you're representing our country well. We are known worldwide for our friendliness - second to only the Aussies and Kiwis! - so in general, people love hosting us.

What I tell my clients:

• Learn a few basic phrases in the local language (even badly - the effort will be appreciated no matter what)
• Be curious about local culture, and willing to listen
• Tip well, be respectful, and thank people genuinely
• Don't make your politics their problem, but don't pretend our government is fine either

The hotel staff in France, the safari guides in Tanzania, the small business owners in Tahiti - they're rooting for the Americans who show up with open minds and genuine respect. They want you there. So if you've been holding back on booking that trip because you're worried about being "that American,” or being unwelcome - don't! You’re still welcome with open arms if you are curious and kind.

What This Means If You're Planning a Trip in 2026

If you're reading this and thinking "wait, that's me" - you're not alone.

The overwhelm is real. The urgency is real. The exhaustion is real. And the good news is, you don't have to figure this out by yourself.

This is exactly why I became a travel advisor. I love the research part - chatting with my colleagues all over the world, sifting through the noise, finding the real hidden gems, knowing which "must-see" destination is actually skippable, and which tiny village nobody's heard of will be the highlight of your trip.

But more than that, I love the conversation where someone tells me they want to see everything, and I get to challenge that and say, “What do you actually want to feel and experience on this trip? What would make this a successful trip for you?”

Often, the best trip isn’t the most ambitious one. And sometimes you just need an expert in your pocket who can guide your choices and give you permission to do less.

I recently got this note from a client after our call to talk about a trip, which feels relevant here:

"I was thinking more about our call last night, and one of the things that was so great about it is that you gave us really clear eyed and realistic advice about some of our more adventurous plans. We had been going back and forth about [a remote location], and I’m glad you kind of talked us off that ledge, lol. I think for the kind of traveling we want to do together, it wouldn’t be a good fit, but we needed someone else to tell us!" — Current client

I love being in a position to make your trip easier, simpler, and more aligned with your goals. And I love that my clients trust me to make it happen.

Want to talk about what 2026 travel looks like for you?

I specialize in translating "I don't know what I want, but I'm so tired" into actual trips that fix that. Let's talk about your version of the cabin with the sauna, the Alpine village with the hiking trails, or the two weeks where nobody needs anything from you.

Send me your details, and let's figure out what you actually need - not just what the internet says you should want.

P.S. - If you want more insights like this delivered to your inbox (plus my seasonal travel calendar that tells you exactly when to visit destinations for the best experience), join the Windward Circle. I promise I'll never send you a generic "top 10 destinations" list.