As the travel landscape continues to evolve, 2026 brings a fresh collection of trends that are reshaping holidays across Europe. Sardinia, the Mediterranean island known for its stunning natural beauty and Savoie, an alpine region in France, are at the forefront of introducing new travel experiences. Away from the well-known locations of beach or ski, Sardinia and Savoie now offer an improved proposition combining heritage, adventure-based, and unique accommodation experiences. Across Europe, the trends of farm stays and heritage hotels are fascinating many travellers by providing a more intimate and immersive experience for experiencing local cultures.

Sardinia: A Blend of Nature and Heritage

Sardinia has long been a favourite for those seeking a Mediterranean escape, but in 2026, it promises an even deeper connection to its historical and cultural roots. While its beaches remain iconic, the island’s growing focus on heritage and off-season activities is shifting the spotlight to its Roman, Catalan, and medieval history. Sardinia’s appeal now extends beyond sunbathing to include exploring ancient ruins, scenic hikes through rugged landscapes, and vibrant local festivals. Travellers will find that Sardinia’s secluded villages and charming rural retreats offer a slower, more authentic experience than ever before. Sardinia is not only a destination for beach lovers but for those seeking a deeper, more nuanced experience of Italy .

Savoie: A Gourmet and Alpine Adventure

In the French Alps, Savoie stands out not only for its world-class skiing and breathtaking mountain scenery but also for its culinary delights. The region’s rich food culture, from fondue savoyarde to the famous Tomme de Savoie cheese, is deeply entwined with its identity. This year, Savoie has earned high praise for its commitment to sustainability and responsible tourism, following guidelines set by the World Travel & Tourism Council. The region’s dedication to supporting local residents and promoting eco-friendly practices makes it an appealing choice for conscious travellers. Visitors can enjoy not only skiing but also hiking, mountain biking, and sampling the region’s exceptional cuisine while staying in eco-conscious accommodations .

Farm Stays: A Surge in Rural Escapes

Among the most significant shifts in European travel is the growing interest in farm stays, with Vrbo noting a 300 percent rise in mentions of rural retreats. Across Germany, France, and Italy, farmhouses, cottages, and eco-lodges are becoming popular options for travellers seeking nature-based experiences. Staying on a working farm allows visitors to embrace the slower pace of life, often with the added bonus of organic food, farm-to-table dining, and activities like hiking, cycling, or even animal care. This trend highlights the increasing desire for immersive experiences that connect travellers with the land and the people who work it, offering a peaceful contrast to the hustle of urban life .

Heritage Hotels: A New Way to Sleep in History

Heritage hotels, or ‘salvaged stays’, are also seeing a rise in popularity as travellers seek to stay in historical buildings that have been repurposed into modern accommodations. From former banks and abbeys to reimagined train stations and jails, these unique properties offer an opportunity to sleep in a piece of history. For example, Stockholm’s Bank Hotel has transformed a 115-year-old bank into a luxurious city-centre hotel, while the Fontevraud L’Ermitage in the Loire Valley offers a night’s stay in a former abbey. In Cornwall, the Bodmin Jail Hotel offers an unusual experience where guests can spend the night in former prison cells. These transformed spaces provide an unforgettable way to engage with the past while enjoying the comforts of contemporary hospitality.

Set-Jetting and Literary Retreats: Escaping to the Silver Screen and the Page

Expedia’s report also highlights the growing trend of “set-jetting,” where travellers visit destinations made famous by films and TV series. Locations like Tuscany and Yorkshire are expected to draw visitors inspired by recent productions such as Downton Abbey and The Leopard. Similarly, literary retreats are on the rise, with many seeking quiet getaways focused on reading and relaxation. In fact, book club retreats have surged by 265 percent, as travellers look to unwind in tranquil environments while reconnecting with literature and nature. These trends reflect a shift towards more introspective and purpose-driven travel, as people seek deeper meaning in their experiences .

A New Era of Travel Experiences

In 2026, travelling in Europe will be characterised by the spotlight on the authentic, immersive, and sustainable experiences. Sardinia and Savoie are indicative of new ways of changing tourism in Europe, appealing to their fascinating history and natural beauty. In a similar vein, trends such as farm stays and heritage hotels offer more intimate and slow journeys, allowing travellers to re-engage with the land, history, and culture of local places. In a time of heightened focus on sustainability, local experience, and personal relationships, 2026 will be a year of travel that is not simply about going somewhere, but a meaningful journey that stays with travellers long after they return from the trip.

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