Wisconsin Vacation Plans Surge for 2026 While Exposing Travel Insurance Gap

Americans are gearing up for a busier year of travel in 2026, according to new findings from AAA’s Consumer Pulse™ Survey, which reveal a sharp rise in vacation intent, increased multi-trip planning, and an urgent need for travelers to better protect their plans.

AAA’s latest Wisconsin survey shows 33% plan to take more vacations in 2026 compared to 2025. This increase comes as more than half of Americans (54%) expect to take multiple trips this year, with 41% planning 2–3 vacations of 3 days or more.

“Travel demand is not just holding, it’s accelerating,” said Debbie Haas, Vice President of Travel for AAA – The Auto Club Group. “With more Americans planning multiple trips, early planning and the right protection are essential.”

Wisconsin Highlights from AAA’s 2026 Travel Outlook

More travelers, more trips

• 41% will take 2–3 getaways in 2026

• 33% plan more vacations than last year

• Only 19% expect to skip a vacation entirely

When they’ll travel

Holiday periods remain popular, with strong intent for Spring Break (23%), Thanksgiving (22%), and Year-End holidays (23%).

Where they’re going

Top planned vacation types include road trips (50%), beach destinations (31%), and major metro areas (29%).

The Travel Insurance Gap: Many Travelers Are Still Unprotected

Despite rising travel activity, the survey reveals a significant protection gap:

• Only 29% of travelers plan to purchase travel insurance.

• 15% are unsure whether they will buy it.

• 21% of Wisconsinites say they are not informed about travel insurance benefits.

• That lack of awareness can lead to costly surprises. While most residents know insurance can cover lost luggage (66%) and flight cancellations (69%), far fewer, only 49%, are aware that policies may offer compensation for flight delays as short as 3 hours.

Residents cite their top reasons for purchasing insurance as:

• Trip cancellation protection (48%)

• Traveling internationally (45%)

• Airline-related issues like delays or cancellations (43%)

• Expensive trips (43%)

“With higher demand and more people traveling during peak seasons, unexpected disruptions like weather, delays, or cancellations become more common,” Haas added. “Travel insurance safeguards your investment, especially for big, complex, or international trips.”

AAA Travel Agents can help travelers choose the right policy based on trip type, destination, timing, and personal needs to protect you and your wallet.

Travelers Also Leaning More on Travel Agents

The survey shows that 82% of Wisconsinites find travel agents valuable, a sign that travelers increasingly want professional support to optimize their vacations and navigate complex itineraries, evolving destination requirements, and crowds.

Travelers’ top reasons for using a travel agent include:

• Travel suggestions and destination advice (41%)

• Saving time (37%)

• Help with complex or multi-leg trips (35%)

• Saving money (35%)

“AAA Travel Agents provide the expert planning and problem‑solving that travelers want, especially when protecting their trip with the right insurance coverage,” the Haas said.

AAA Advice for 2026 Travelers

To make the most of 2026’s high-demand travel environment, AAA recommends:

1. Book early

Lock in the best rates, availability, and itineraries before peak seasons and preferred accommodations sell out.

2. Protect your trip with travel insurance

From weather-related disruptions to flight delays, medical emergencies, and cancellations, coverage can significantly reduce financial risk and stress. AAA Advisors can walk travelers through options and help match policies to specific needs and itineraries.

3. Use a travel agent

AAA Travel Advisors can help secure competitive pricing, exclusive benefits, and offer support before, during, and after your trip.

About the AAA Consumer Pulse™ Survey

The AAA Consumer Pulse™ Survey was conducted online among 400 Wisconsin residents from January 26 – February 5, 2026. Survey results asked for all respondents have a maximum margin of error of ± 4.9% points. Responses are weighted by age and gender to ensure reliable and accurate representation of the adult population (18+) in Wisconsin.