As we approach 2026, the travel landscape is undergoing significant transformation, driven in part by social media influence and the growing trendification of travel. According to Going’s 2026 State of Travel and Flight Deals Report, travelers are becoming more selective in their choices, with destinations increasingly shaped by viral trends and social media influence. What once began as an inspiration for future trips has now become a reality with just a click, fundamentally altering how travelers plan, book, and experience their journeys.

Trendification: The Power of Social Media and Viral Destinations

In 2026, the concept of trendification will dominate the travel industry. Social media platforms, algorithms, and pop culture are influencing where people go more than ever before. The report reveals that social media now influences 25% of travelers, with nearly half of Gen Z citing it as a key factor in their decision-making process. What starts as an Instagram post or viral TikTok trend quickly snowballs into increased demand for specific destinations, which, in turn, drives airlines to add capacity and lower prices.

However, this rise in demand often leads to a double-edged sword. While viral destinations may offer more affordable flight options initially, once these places gain popularity, travelers and locals alike face rising prices for lodging, dining, and experiences. As viral destinations grow in popularity, crowding and overpriced accommodations become common, meaning travelers need to balance the allure of trending locations with practical considerations.

Social Media, Friends, and Family: The New Influencers

The role of friends and family has taken on a dominant influence in 2026, outpacing affordability as the most important factor in travel decision-making. For 25% of travelers, social media plays a central role in shaping their travel plans, with AI technology even beginning to guide some travelers to their ideal destinations. While trendification democratizes access to once-inaccessible destinations, travelers in 2026 will need to be more intentional and strategic in planning their trips to avoid becoming part of an over-saturated tourist destination.

For the savvy traveler, the rise of trend-driven destinations offers both opportunities and challenges. While viral destinations may seem like a must-visit, it is increasingly important for travelers to prioritize their personal preferences and needs when choosing where to go. 2026 will see a shift toward more mindful, intentional travel, where travelers focus on quality over quantity.

The “One Big Trip” Era: Fewer, but More Meaningful Journeys

The travel landscape in 2026 reflects a shift in travel frequency and purpose. As travelers opt for fewer trips, they are putting more thought into their journeys, seeking more meaningful and immersive experiences. In fact, for the first time since 2023, the average number of international trips per traveler has dropped to below two. As travelers embrace a “one big trip” mentality, the focus is shifting from spontaneity to deliberate, well-planned adventures that provide cultural immersion and deeper connections to the destination.

This shift also indicates a trend towards higher stakes travel, where each trip becomes an experience to cherish. In response to these changes, travelers are focusing on long-term planning, with many willing to spend more on the quality of their accommodations, premium cabins, and upgraded destination experiences.

Gen Z: Travelling More and Spending Smarter

The findings from Going’s 2026 report highlight Gen Z as an outlier in the travel market. Despite facing tighter budgets and increased concerns over safety, this demographic is increasingly traveling more than their counterparts. Nearly half of Gen Z travelers took more trips than planned in 2025, and 23% plan to spend less on travel in 2026, but they will travel farther and more often.

This generation’s travel habits differ significantly from previous cohorts, with an increasing interest in Asia, South America, Australia, and Central America, alongside a growing curiosity for immersive cultural experiences. Their travel style emphasizes authenticity and experiential learning, with a marked preference for off-the-beaten-path destinations rather than traditional hotspots.

Premium Travel: The Golden Age of Comfort

While many travelers are scaling back the number of trips they take in 2026, they are opting to spend more on the trips they do take. The rise of premium travel is expected to dominate next year, with travelers opting for premium economy, business class, and luxurious accommodations. The premium cabin market is thriving, with more travelers choosing upgraded seating (such as premium economy) over budget airline options. Legacy carriers are deepening their commitment to premium service, investing in long-haul routes, and offering elevated in-flight experiences and improved lounges.

As the premium travel market grows, loyalty programs and points systems are becoming less effective, as airlines raise the cost of award tickets and reduce availability. Travelers are advised to redeem their miles sooner rather than later to maximize value before their points lose purchasing power.

Affordable Travel: Opportunities Remain in the Skies

Despite rising costs in some areas of the travel industry, the airfare market in 2026 is expected to remain relatively stable. Going’s report shows that June 2025 was the second-cheapest month for airfare on record, and travelers can expect competitive fares in 2026. New routes, expanded long-haul services, and improved visa policies will make certain destinations more accessible and affordable. Travelers can still capitalize on discounted flights and mistake fares by staying flexible with their travel dates and destinations.

Where to Travel in 2026 for Affordable Flights

Travelers looking for cheaper destinations in 2026 will find opportunities in regions with new airline routes, low-cost carrier (LCC) growth, and expanding airport infrastructure. Going’s 2026 travel list highlights these destinations, showing where new market dynamics are driving down prices and offering affordable alternatives to traditionally expensive locations.

A Year of Refined Travel Choices in 2026

As we move into 2026, the travel industry is shifting away from an era of overdrive to a more focused, intentional approach. Travellers are becoming more selective, choosing destinations driven by viral culture while also prioritizing premium experiences and personalized travel. Social media, AI, and the rise of trend-driven travel will play significant roles in influencing travel choices, but savvy travelers will focus on deeper, more meaningful journeys. For those who adapt, 2026 promises to offer a more personalized, affordable, and enjoyable travel experience, with opportunities to make the most of both viral destinations and premium travel options.

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