Planning an incentive? A new study says golf still swings. Watching air trends to gauge attendee confidence? Travel agency air sales just crossed $10 billion in a single month for the first time ever. Looking for a patriotic hook for a 2026 sailing? Princess Cruises is leaning into America’s 250th with themed voyages to Alaska, Hawaii and New England.
And that’s just the start. From a 20-year river cruise deal boosting Baton Rouge’s waterfront to Vietnam Airlines adding 50 Boeing jets to fuel Southeast Asia growth, Smart Travel is here to bring you the latest updates shaping the way we move, meet and plan.
U.S. Travel Agency Air Sales Surpass $10 Billion in January
Air travel demand is off to a strong start in 2026, with U.S.-based travel agency air ticket sales topping $10 billion in January for the first time on record, according to new data from Airlines Reporting Corp. The milestone represents a 7% year-over-year increase and a 39% jump from December.
Passenger trips settled through ARC totaled 28.2 million in January, up 6% compared with the same month in 2025. Domestic trips reached 17.1 million, while international trips climbed 8% year over year to 11.1 million, underscoring continued demand for global travel. The average ticket price rose to $581, with premium cabin fares holding steady at $1,406.
“January’s agency air ticket sales reflect the optimism for continued travel demand expressed by several North American airlines in their recent earnings calls,” said Steve Solomon, chief commercial officer at ARC. “The travel agency channel remains a key driver of airline revenue, particularly as travelers show sustained interest in international destinations and premium cabin offerings.”
Leisure-focused agencies saw a 6% increase in passenger trips compared with January 2025, while corporate and online travel agency bookings dipped slightly. Meanwhile, New Distribution Capability transactions continued to gain ground, accounting for 20% of ARC-settled transactions, up from 16.5% a year earlier.
Princess Cruises Marks America’s 250th with Themed 2026 Voyages
As the United States prepares to celebrate its 250th anniversary, Princess Cruises is introducing commemorative 2026 voyages to Alaska, Hawaii, and Canada and New England, pairing scenic itineraries with onboard programming honoring the milestone year and creating fresh inspiration for incentive and group travel.
The cruise line will operate its largest Alaska season ever in 2026, deploying eight ships across 180 departures to 19 destinations, including the debut of Star Princess. For planners designing reward trips or executive retreats, Princess’ Alaska cruisetours offer extended land-and-sea options, combining a seven-day sailing with immersive experiences in Denali National Park and other iconic wilderness areas.
To mark the anniversary, guests on Alaska sailings can enjoy themed entertainment, specialty culinary offerings and commemorative retail items.
“As America approaches its 250th anniversary, it feels especially meaningful to celebrate by sailing alongside the landscapes and visiting landmarks that helped shape our nation,” said Marie Lee, chief marketing officer of Princess Cruises.
With departures from major U.S. homeports and itineraries timed around key summer and fall windows, the program may appeal to planners seeking turnkey incentive options tied to a national celebration.
Baton Rouge Signs 20-Year Deal with American Cruise Lines
Baton Rouge has secured a 20-year agreement with American Cruise Lines that city officials estimate will generate a $25 million economic impact, bringing roughly 100 river-ship dockings annually to the Mississippi Riverfront.
Mayor-President Sid Edwards and American Cruise Lines President and CEO Charles B. Robertson announced the partnership as the American Melody arrived at the City Dock near the Raising Cane’s River Center. The agreement is expected to attract an average of 170 passengers per ship, totaling approximately 16,320 visitors in 2026 alone. Those travelers are projected to spend at least $1.2 million locally at attractions, restaurants and businesses.
“This is a significant, long-term agreement that will help boost our economy, increase tourism, and create jobs,” said Edwards.
Visit Baton Rouge President Jill Kidder noted the influx of predominantly out-of-state, high-income travelers will benefit local vendors and experiences along the downtown riverfront. American Cruise Lines is investing $2 million in dock restoration and will pay ongoing docking fees to support maintenance.
For meeting and event planners, the strengthened cruise presence adds momentum to Baton Rouge’s waterfront as a destination. With the Raising Cane’s River Center steps from the dock, the steady flow of cruise guests and upgraded infrastructure could support pre- and post-cruise programming, off-site excursions and group extensions tied to Mississippi River itineraries.
Vietnam Airlines Orders 50 Boeing 737 MAX Jets to Fuel Regional Growth
Vietnam Airlines has finalized an order for 50 Boeing 737-8 aircraft, marking the flag carrier’s first purchase of Boeing single-aisle jets as part of a broader fleet modernization and growth strategy.
Announced in Washington, D.C., the order positions the airline to expand its domestic and regional network as air travel demand across Southeast Asia accelerates. Vietnam’s air traffic is projected to double to more than 75 million annual passengers over the next decade, increasing pressure on carriers to add capacity and modernize fleets.
“The investment in 50 Boeing 737-8 aircraft marks a significant step in building a modern, fuel-efficient fleet while enhancing operational performance and elevating service standards to meet international benchmarks,” said Dang Ngoc Hoa, chairman of the Board of Directors of Vietnam Airlines.
Configured to carry up to 200 passengers with a range of 3,500 nautical miles, the 737-8 will support short- and medium-haul expansion while complementing the airline’s existing fleet of 787 Dreamliners on longer routes. Boeing says the 737 MAX and 787 offer a 20% to 25% improvement in fuel efficiency compared with the aircraft they replace.
For the meetings and business travel sector, the expanded narrowbody fleet could translate into greater regional connectivity and more frequency across key Southeast Asian markets, a region that continues to grow in importance for corporate travel and international events.
Study Finds Golf Travel Spending Holds Strong Heading Into 2026
A new national report from Buffalo Groupe indicates the golf travel market remains resilient, with U.S. golfers planning to maintain, and in many cases increase, their spending on golf-focused trips in 2026.
The 2025 Buffalo Groupe Golf Travel Study, conducted in December, found that nearly nine in 10 golfers expect to spend the same or more on golf travel this year, with half maintaining annual budgets of $5,000 or more. At the same time, travelers are placing greater emphasis on value, citing hidden fees and unclear pricing as top deterrents.
“Golf travel demand remains strong, but today’s golfer is making more thoughtful decisions,” said Buffalo Groupe CEO Kyle Ragsdale. “We’re seeing sustained spending paired with higher expectations around value, ease, and overall experience.”
The Southeast continues to dominate domestic golf travel interest, while emerging demand is growing for the Gulf Coast and Upper Midwest. Internationally, Scotland and Ireland remain bucket-list favorites, with Southern Europe gaining traction among travelers seeking a broader “golf-plus” cultural experience.
The findings underscore continued opportunity in golf-centric retreats and executive outings. With 71% of respondents expressing confidence in the U.S. economy and many opting for multiple shorter trips instead of one marquee getaway, destinations that offer seamless booking, transparent pricing and layered experiences may be well positioned to capture group and corporate business in the year ahead.
