EF World Journeys observed a 20% increase in bookings of U.S.-based tours this year compared to last and a more than 50% spike in the last quarter alone, vice president of market development Lael Kassis said. The operator has launched four new 2026 itineraries across Alaska, Arizona, Hawaii and the Canadian Rockies that feature hiking, the chance to witness the northern lights and island hopping. It represents EF's biggest North America push since 2016, said Kassis.

Tauck reported that its sales for U.S. tours in 2025 is outpacing both 2024 and 2023. Year-to-date advanced bookings are higher than last year, especially for national parks itineraries, said Julia O'Brien, vice president of marketing.

Many travelers consider domestic destinations easier to do on their own than ones abroad, said Joanne Gardner.

Tauck's vice president of global operations. But Tauck may be capturing more independent travelers due to "the access we offer" on guided tours.

"Over the past years, as we've grown as a global organization, we've seen people shift to more exotic destinations, or Europe, places that they can't easily do on their own," Gardner said. "To see an increase in [the U.S.] tells me that it's not that easy to travel to the U.S. national parks on your own anymore."

EF has similarly found that independent travelers in places like the U.S. are turning to guided tours due to the difficulty in orchestrating complex vacations.

"People can plan their own roadtrips. ... But I think increasingly, there's an understanding that it's harder to do certain things on your own," Kassis said. "A lot of the market doesn't have a lot of time to plan their own trips, especially when it's complex, so they're increasingly turning to tour operators like ourselves."

Less expensive, fewer hassles

Kensington Tours, which offers premium and luxury custom tours, saw a 60% year-over-year increase in U.S.-based trips.

Matt Cammaert, the company's senior vice president of marketing and outside sales, said motivations range from convenience and scheduling flexibility to a cautious mindset shaped by economic or political concerns. Many travelers cited shorter flights, ease of planning and the ability to decide closer to departure as key factors.

"It's not just about proximity but about control," he said. "The domestic segment is growing because it meets today's traveler where they are. They want high-end, high-touch experiences, but they also want to reduce friction."

In response, Kensington is expanding elevated U.S.-based experiences, especially in the national parks, Alaska, and Hawaii. The company also launched Kensington Concierge, a division designed to assist travelers planning short domestic or international city breaks independently. The service offers flexible support, whether clients need help booking just a flight or hotel or want assistance with extras like restaurant reservations.

For some travelers, price is driving travel decisions. EF will launch a shorter, less expensive Hawaii itinerary next year that visits only two islands, Oahu and Kauai.

AdventureWomen, which runs women-only tours, this year debuted itineraries in Moab, Arches and Canyonlands national parks after seeing "consistently strong interest" in Zion and Yellowstone national parks over the last few years, said president Paige Davis. Two departure dates for the new itineraries sold out immediately, she said. Next year, AdventureWomen will launch itineraries in Glacier, Yosemite and Grand Canyon National Parks.

"National parks offer a more affordable and logistically simpler option without compromising on beauty or adventure," Davis said.

Political tensions surrounding park funding and staffing this year is also sparking calls to protect public land, Davis said, and driving interest in experiencing "these treasured places firsthand -- especially while they remain wild, pristine, and undeveloped."