New research shows exciting travel trends for next year, offering valuable insights into how travellers will approach their vacations. As you plan for your next vacation, these trends highlight shifting preferences and expectations, helping you make informed decisions. With changes in how and where people travel, exploring these trends now will ensure you stay ahead of the curve and make the most of your upcoming trips. Whether you’re seeking adventure, cultural immersion, or wellness retreats, understanding these evolving trends will help you plan your next vacation in a way that resonates with your desires.

A groundbreaking global report by Trip.com Group in collaboration with Google reveals that by 2026, travellers will be motivated less by destination checklists and more by emotional, cultural, and technological connections. The “Why Travel?” report, which analyses booking data, search trends, and consumer sentiment, sheds light on how travel decisions are evolving. By identifying five key trends shaping travel behaviours, this report provides crucial insights for the hospitality and travel sectors. With a focus on deeper connections and technology, the future of travel promises a more personalised and immersive experience for global travellers.

Social Influence: The New Travel Trend

In 2026, social influence will play a significant role in travel planning, particularly in Asia. According to the Trip.com Group and Google report, in countries like Thailand, Indonesia, and India, over 75% of users watch travel-related livestreams. These livestreams are not just for inspiration—they are becoming a direct sales tool. Between 40% and 76% of viewers are likely to book directly through links provided during these livestreams, turning social media into a transactional platform. This shift in behaviour reflects the growing importance of social influence in driving travel decisions, especially among younger, tech-savvy travellers.

Travelling with Purpose: Seeking Cultural Immersion

Travellers in 2026 are not just looking for sightseeing; they are seeking experiences that offer cultural immersion and authenticity. Google’s search data shows a 53% year-on-year increase in searches for “Japanese tea ceremonies,” demonstrating the growing interest in local rituals and heritage. As curiosity about culture grows, tourists are increasingly looking for deeper, more meaningful travel experiences. This trend suggests that future travellers will prioritise personal growth, learning, and a deeper understanding of local traditions, making cultural experiences central to their travel planning.

Wellness Travel: Merging Fitness with Luxury

The wellness tourism sector is booming, as more travellers are looking for ways to combine physical activity with relaxation. Hybrid experiences, such as “golf & spa resorts” (+300%) and “ski & spa” holidays (+250%), are seeing a surge in bookings and searches. Consumers are now seeking a balance between exertion and indulgence, creating a growing demand for experiences that offer both fitness and luxury. This trend highlights the growing importance of wellness in travel and the need for the hospitality industry to offer packages that cater to health-conscious consumers seeking a restorative experience alongside their adventures.

Group Travel: The Rise of Community-Based Tourism

Group travel, fan-based tourism, and multigenerational trips are gaining traction as more travellers seek meaningful connections during their journeys. Two-thirds of global travellers are now willing to travel internationally for concerts or major events, reflecting a growing trend of travel centred around shared passions. Furthermore, “endurance tourism” associated with running, cycling, and fitness events has increased fivefold. This signifies that people are increasingly planning trips around shared experiences, whether through group events, family trips, or communal activities. The need for connectivity and shared experiences is becoming central to travel decisions, driving growth in group and community-based tourism.

AI and Technology: Shaping the Future of Travel

Artificial Intelligence (AI) is transforming the way people plan their trips, and this shift will only intensify in 2026. Searches for terms like “help planning my trip” have surged by 190% year-on-year, indicating the growing role of AI in travel decision-making. Google’s tools—such as Gemini, Search AI Mode, and Translate—are becoming essential travel collaborators, helping users plan, navigate, and communicate more easily. Platforms like Trip.com Group are integrating AI into their services, such as Trip.Planner, which provides customised, scalable planning tools. AI is not just revolutionising how travellers plan but also offering personalised recommendations that cater to their unique needs and preferences.

The Shift Towards Emotionally Intelligent Travel

The 2026 travel landscape will be shaped by a combination of emotional intelligence, cultural immersion, and technology-driven experiences. As travellers seek more meaningful journeys, destination marketers, hospitality operators, and travel agencies must adapt. Content-driven engagement will become essential, with a focus on offering wellness, culture-rich experiences, and fostering deeper emotional connections. The integration of AI in travel planning will allow for highly personalised service, ensuring that travellers can easily access the experiences that align with their personal interests and emotional needs.

Implications for the Hospitality and Travel Sectors

For destination marketers and hospitality providers, these shifts in consumer behaviour call for a significant change in how services are marketed and delivered. As the report suggests, prioritising cultural and wellness experiences will be crucial for attracting the next generation of travellers. This includes offering local, authentic experiences that allow tourists to engage deeply with their destination’s heritage. Additionally, adopting AI-driven solutions for personalised planning and guest service will become a must for companies aiming to stay competitive in the evolving travel market.

AI-Powered Solutions: A New Era for Travel Planning

The collaboration between Trip.com Group and Google signals a new era for travel planning, where technology empowers travellers to make informed decisions with ease. AI tools are streamlining the planning process, offering users real-time recommendations and customisable itineraries based on their preferences. As the demand for personalised travel grows, AI-powered solutions will become indispensable in delivering seamless, tailored experiences that resonate with travellers on an emotional level. Travel companies that harness these tools will be able to offer more dynamic, flexible options, helping them better meet the diverse needs of modern tourists.

The Future of Travel: Personalisation and Authenticity at the Core

In 2026, travel will be less about ticking off boxes and more about personal growth, cultural discovery, and emotional connection. As Trip.com Group and Google’s report highlights, travellers are now prioritising experiences that provide deeper meaning and a sense of fulfilment. Whether it’s engaging with local culture, healing through wellness, or connecting with others through group travel, the future of travel is about creating lasting memories and emotional connections. By embracing these trends, travel brands can position themselves to meet the evolving needs of the modern traveller and tap into the immense growth potential that lies ahead.

Conclusion: A New Era of Travel in 2026

The Trip.com Group and Google report reveals a clear shift in how people will approach travel in 2026. With an increased focus on cultural immersion, social influence, wellness, community engagement, and AI-driven planning, travel is evolving into a more meaningful, personalised experience. The hospitality and travel sectors must adapt by embracing these trends, focusing on offering authentic, wellness-centric, and culturally rich experiences. AI will play a critical role in delivering customised solutions that meet the emotional and practical needs of modern travellers. The future of travel is about connection—emotionally, culturally, and technologically.

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