What will be the biggest travel trends in 2026?

2025 was a big year for travel, where more meaningful experiences, longer trips, adventure and wellness travel took centre stage.

Travellers increasingly wanted slow travel to niche destinations, to be able to fully immerse themselves in a place, instead of just ticking things off a list. This included quietcations as well, to help digitally detox and recover from burnout. We also saw a boom in fitness-focused holidays, with people travelling for activities like yoga, hiking, cycling, running and more.

Similarly, there was also a significant rise in sustainable and eco-travel, with visitors increasingly opting for eco-lodges and holidays that supported local economies and reduced environmental impact.

But what will be the biggest travel trends shaping 2026?

Glowcations: Better skin, better health

High-end skincare rituals such as the Korean 10-step Beauty Ritual have taken off massively in recent years, leading consumers to seek out even more niche products, ingredients and routines to achieve healthier, radiant skin.

This includes personalised skincare, AI analysis, DNA testing, ancient rituals, microbiome testing, hydration stations and more.

In 2026, more travellers are expected to choose glowcations, which combine travel, beauty, wellness and tech, where people travel specifically for skin and wellness treatments.

This trend is particularly popular with Gen Z, with the aim being to return home visibly rejuvenated and with glowing, healthier skin, not just relaxed.

Some destinations for glowcations include Paris for French pharmacy treasures, South Korea for K-beauty and “glass skin”, Italy for spa escapes, or Kerala for Ayurveda.

However, it doesn’t end there as travellers on glowcations also tend to choose hotels which fit their skincare and wellness needs too.

This includes facilities such as circadian lighting, such as Equinox Hotels and Four Seasons Los Angeles, to support natural sleep/wake cycles, as well as those offering personalised sleep experiences, such as Park Hyatt and Rosewood.

Health-conscious, plant-based eating is also often a part of glowcations, to support skin and overall wellbeing, with spots like The Gate in London and The Shady Shack in Bali being particular favourites.

Literary tourism: From Shakespeare to Hemingway

Literary tourism is expected to be on the rise in 2026 as well. This involves people travelling more to places associated with their favourite authors, books, series or literary events.

This allows them to experience the real-world settings which inspired these books or characters, as well as immerse themselves more fully in their favourite stories. As people want more authentic, immersive experiences like these are becoming more popular, especially influenced by social media like BookTok.

The post-pandemic rise of digital detoxing has also funnelled more interest in book and real-world literary adventures in recent years, which allow for more tangible connections and memories, while exploring new places.

Some forms of literary tourism involve visiting Shakespeare’s birthplace in Stratford-upon-Avon, or Jane Austen’s house in Chawton, as well as Ernest Hemingway’s Key West home. Travellers also visit graves or museums dedicated to their favourite authors, such as the Brontë Parsonage Museum in Haworth for Wuthering Heights.

Others include walking fictional character paths, such as Harry Potter tours in London, Sherlock Holmes’ Baker Street, or Anne of Green Gables tours in Canada’s Prince Edward Island. In the US, the city of Forks in Washington also offers a number of tours for fans of the Twilight series.

Some travellers also visit literary festivals such as the Jaipur Literature Festival or the Jane Austen Festival, as well as cafes like Paris’ Café de Flore. In some cases, entire cities famed for their literary heritage, such as Dublin and Edinburgh, become destinations for these travellers.

Visiting landscapes described in books, such as the Scottish Highlands, particular islands or the English countryside, is also common.

Year-round Alpine escapes: Snow, skiing and fewer crowds

As overtourism and searing temperatures take over several popular southern European destinations, more travellers want year-round Alpine and mountain escapes.

According to Skyscanner, 71 per cent of UK travellers are considering or planning a mountain escape for summer or autumn 2026, with hotel bookings for a room with a mountain view up 103 per cent compared to last year.

This isn’t just to beat the heat or enjoy activities like skiing or snowboarding, though. Skyscanner highlights that 62 per centof people want peace and quiet, whereas 58 per cent are attracted to beautiful, remote accommodation.

On the other hand, 41 per cent want fewer crowds than a beach holiday, also backed by 13 per cent of travellers choosing a lesser-known mountain range, rather than a more popular one.

Some of the most popular destinations for year-round Alpine escapes include Austria’s Kitzbühel, for its glamour and thermal pools, Zermatt for its snow-sure resorts and the Swiss Alps for stunning train journeys.

Others like Canada’s Banff for its adventure lodges and Alaska for off-grid wilderness and hiking are also booming, along with Slovenia, for a cooler, but greener and well-connected spot.

Gami-Vacations: From Northern Ireland’s Game of Thrones to Japan’s Tsushima Island

Similar to literary tourism, gami-vacations, or gaming vacations, are another trend expected to boom next year.

At odds with the stereotype of gamers hardly ever leaving the house, these involve travellers visiting settings from their favourite video games, seeking out immersive experiences that mirror virtual adventures or attending gaming conventions.

The rise of popular games such as Ghost of Tsushima and Assassin’s Creed, as well as hobby tourism, have been the main drivers of this trend. Primarily followed by the Gen Zers and millennials, gamers now want more personalised, immersive experiences which blend their favourite worlds with real life, fuelled by a need for more emotional connection.

Some destinations for gami-vacations include Jotunheimen, Norway, from the God of War game, as well as Scotland from Assassin’s Creed and Tsushima Island in Japan, from Ghost of Tsushima. Montana, US, is also popular for Far Cry 5 and exploring Glacier National Park.

These trips are often made more engaging with apps which offer missions, quests, challenges, rewards, badges and game-inspired itineraries.

Others also travel to major gaming conventions and events such as Germany’s Gamescom and the Paris Games Week.

To capitalise on the boom in gami-vacations, some tourism boards have also partnered with game developers to promote their destinations, such as the Czech Republic with Kingdom Come: Deliverance 2.

AI in travel: Hyper-personalisation and simpler trip planning

The rise of artificial intelligence (AI) use in travel has been an ongoing theme for the last couple of years and is expected to continue to increase in 2026.

This trend has been exacerbated by time-poor Gen Z and millennial travellers who struggle with decision fatigue, who want more personalisation and seamless itinerary planning, along with hidden gem recommendations they hadn’t thought of.

According to the Marriott Bonvoy Ticket To Travel 2026 report, 50 per cent of travellers revealed that they have used AI to plan or research a holiday in 2025, up from 41 per cent in 2024. The same number would also feel comfortable using AI to book accommodation in the future.

In 2026, AI will be used more for hyper-personalised planning, such as suggesting itineraries based on passion pursuits, moods, values and more to create more meaningful trips. With more travellers wanting to visit offbeat destinations and escape overtourism, generative AI will also be used for enhanced discovery, such as second cities and off-peak destinations, as well as under-touristed spots.

Similarly, it will also be used more for better deals and price comparisons and overcoming language barriers. On the flip side, more hotels and providers are likely to use AI next year to better manage booking and cleaning schedules, visitor flows, client notifications, and automating tasks like check-ins and more.

Multi-generation trips: Parents, children and grandparents

Multi-generational trips, which involve whole families, such as parents, children, grandparents and extended family, are expected to continue growing in popularity in 2026.

Some of the main reasons behind this include wanting to deepen meaningful family relationships, create lasting memories and celebrate big milestones like anniversaries.

Another reason is also more widespread families and clashing schedules, which can mean fewer, but bigger celebrations and get-togethers, like a lavish trip.

Cost savings also factor in significantly, as bigger group sizes can avail of more discounts, and parents sometimes foot the bill for adult children.

In 2026, three-generation trips are likely to continue, along with skip-gen trips, when grandparents travel with grandchildren. More trips with parents travelling with adult children are also expected.

In some cases, the focus can be on family activities and limited screen time in order to encourage intentional connection and bonding. The rise of “whycations”, which are purpose-driven, or emotionally-motivated trips and can be to recharge, reconnect with people or find meaning, is also likely to boost this shift.

Some of the most popular destinations for multi-generational trips are spots which have something for every generation, from kids to grandparents. These include classic Mediterranean spots like Greece, Spain, Portugal and Cyprus, along with Dubai, Costa Rica and California.

Set-Jetting: White Lotus and Emily in Paris

Another culture and entertainment-fueled trend for 2026 is likely to be set-jetting. This is when travellers visit film and TV locations, and it has seen a major boom in recent months, due to fandom culture, streaming and social media.

More binge-watching and travel constraints during the pandemic have exacerbated this trend, as well as fans now developing deeper connections to on-screen characters and stories.

These filming locations, which are often underrated, have spectacular landscapes and historical architecture, and are “emotionally familiar” to fans.

Some of the most popular locations include Hawaii and Sicily for The White Lotus, Malta and Dubrovnik for Game of Thrones, Paris for Emily in Paris and Romania for Wednesday. Yorkshire, UK, has also seen significant attention for Downton Abbey.

Similar to gami-vacations, travel companies and tourism boards are also actively leveraging this trend, such as campaigns like “Starring Great Britain” promoting shows like Peaky Blinders and Bridgerton.