The HBX Group 2026 Travel Trends Report states the main theme for the travel industry for 2026 is “maximalisation”. After a year focused on digital detox vacations and wellness, 2026 will bring luxury travel, modular itineraries, and imaginative getaways. Maximalisation is when travellers want more from their experience, more destinations, more activities, and more luxury, all in one trip.

As the trend unfolds, it’s clear that social media and AI tools will play crucial roles in shaping how holidaymakers book and plan their trips. These developments reflect the growing desire for immersive and multifaceted travel experiences, blending entertainment, culture, and adventure into unforgettable holidays.

What Is Maximalisation in Travel?

Maximalisation is a response to the minimalist trend in travel, where less was seen as more. In 2026, the focus will shift to over-the-top, multi-centre trips where travellers explore diverse destinations, alternating between luxury stays, adventurous activities, and cultural experiences. These itineraries are designed to provide maximal value, where every moment counts, and no opportunity is left unexplored.

Travellers will increasingly look for trips that offer rich cultural interactions, thrilling adventures, and bespoke luxury experiences. Instead of short, single-destination holidays, many will opt for multi-stop vacations, combining everything from beach resorts to city explorations and even nature retreats.

Social Media and AI Tools to Drive Travel Decisions

Social media platforms will increasingly influence travel choices in 2026, with almost 50 percent of travellers choosing destinations based solely on what they see online. This shift is heavily driven by brand partnerships, influencer endorsements, and the growing number of travel-related content on social media platforms.

Additionally, AI-based trip planning tools are set to become more integral to the travel process. 40 percent of travellers already use these tools, and over 60 percent are open to using them in the future. These AI systems will help travellers plan their trips by offering personalised suggestions and optimising itineraries based on preferences and past experiences. While AI will enhance efficiency, human expertise will still play a vital role in curating the best possible travel experiences.

Creative Escapes and Hybrid Travel Packages

As the demand for authentic experiences grows, so does the desire for creative breaks. Travellers are moving beyond traditional sightseeing and opting for activities that immerse them in local culture. This includes participating in local festivals, artisan workshops, and cooking classes. The idea of “living like a local” is now becoming a central part of the journey.

Moreover, hybrid travel packages that combine luxury and simplicity, city stays with nature retreats, and relaxed itineraries with structured activities are on the rise. Travellers are designing trips that mix cultural exploration with downtime, making it possible to enjoy the best of both worlds.

Hotels are also evolving to meet these changing demands. More properties are transforming into experiential destinations, whether through their design, culinary offerings, or cultural immersion, becoming destinations in their own right. This is part of the broader shift towards experiential travel, where the journey itself becomes as valuable as the destination.

The Rise of Entertainment in Travel

Entertainment will continue to be a major driver of travel in 2026. The rise of sports events, music festivals, and eSports tourism are encouraging travellers to plan trips around these experiences. In addition, set-jetting, where travellers visit locations made famous by films and TV shows, will continue to see growth as travellers seek to immerse themselves in the worlds they see on screen.

Gaming tourism is also on the rise, with the eSports industry expected to drive destination visits for tournaments, gaming conventions, and related events. The intersection of entertainment and travel is fast becoming a key theme for 2026, offering travellers new reasons to explore and visit destinations.

Sustainable Travel and Wellness: Continued Growth

While maximalisation takes centre stage, trends that have gained momentum in recent years, such as sustainability, wellness travel, and nature tourism, are here to stay. In response to rising environmental concerns, travellers are seeking more sustainable travel options that support eco‑friendly practices. This includes choosing destinations committed to reducing plastic use, improving energy efficiency, and offering clean mobility options.

Additionally, the wellness tourism sector continues to grow as more people opt for transformational getaways focused on rest, recovery, and personal growth. From wellness retreats to solo journeys, travellers are seeking opportunities to rejuvenate both mentally and physically during their trips.

2026 Will Be a Year of Exploration and Creativity

As 2026 travel trends unfold, maximalisation will emerge as the defining trend, encouraging travellers to embrace luxury, creativity, and adventure. With a stronger focus on experiential travel, the year ahead will see more dynamic, multi-faceted journeys designed to create lasting memories.

More travellers are asking for authentic experiences and deep connections to places, while also relying more on tech for travel planning. Social media and AI will continue to affect travel choices, and businesses will have to offer more tailored solutions in order to remain competitive.

The post 2026: A Year of Maximalisation, Blending Luxury, Adventure, and Local Experiences appeared first on Travel And Tour World.