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According to the findings, travellers in 2026 are creating itineraries that reflect their individual passions, lifestyles, and sense of value. With cost of living concerns still present, trips are becoming more purpose-driven and personally meaningful rather than spontaneous or status-focused.
Bryan Batista, CEO of Skyscanner, said: “Travel is about to become more personal than ever. Whether it’s building a trip around a destination hotel, taking a reading retreat, or travelling with family, people are designing journeys that reflect who they are and what matters to them.”
The seven trends shaping travel in 2026
1. Glowmads – The beauty trend
Beauty routines and wellness rituals are influencing not only where travellers go, but how they experience a destination. According to the report, 27% of UK travellers want to explore local beauty culture, with many inspired by TikTok and social media. Cities like Seoul continue to lead, but the focus is shifting to how beauty shapes the travel journey—from in-flight skincare to visiting local beauty stores.
2. Shelf Discovery – The food trend
Culinary tourism is moving beyond fine dining to “supermarket safaris.” About 43% of travellers have explored local supermarkets while abroad, reflecting a growing interest in affordable, authentic experiences that reveal local culture through everyday food.
3. Altitude Shift – The mountain trend
Mountains are emerging as year-round destinations, not just for winter sports. 71% of travellers are planning mountain escapes in summer or autumn 2026, seeking tranquillity and nature immersion in places such as the Dolomites, the Canadian Rockies, and the Himalayas.
4. Bookbound – The literature trend
Nearly half of travellers have booked or considered a literary-inspired trip. This includes visits to iconic bookshops and libraries or participation in reading retreats. The popularity of Skyscanner’s “library” hotel filter has increased by 70% year-on-year, showing the appeal of slower, more reflective forms of travel.
5. Catching Flights and Feelings – The solo trend
Solo travel continues to grow, with 39% of travellers saying they have travelled—or would travel—abroad to meet new people. Both Gen Z and Boomers are leading this movement, with hotel bookings using Skyscanner’s “solo” filter up 83% globally.
6. Family Miles – The family trend
Multi-generational travel is becoming increasingly popular as families look to share meaningful experiences and manage costs together. Around 16% of travellers have taken trips involving parents, children, and grandparents, signalling a return to collective travel memories.
7. Destination Check-in – The hotel trend
For many travellers, the hotel has become the destination itself. About 27% of respondents said they chose their destination based on where they wanted to stay. Distinctive architecture, design, and atmosphere now play a central role in destination choice, particularly among younger travellers influenced by social media.
The future of travel
The report concludes that the future of travel is curated, conscious, and tech-enabled. With 84% of respondents planning to travel abroad as much or more in 2026 than in 2025, travellers are expected to stretch their budgets for experiences that feel more rewarding and authentic.
Artificial intelligence is also expected to become more integrated, evolving from an assistant to an “agentic” system capable of managing complex travel planning – from inspiration to real-time problem-solving. Meanwhile, social media and search platforms continue to reshape how travellers discover and plan trips, surfacing hyper-personalized and trend-driven recommendations.
As concerns over overtourism persist, more travellers are seeking quieter destinations and off-peak periods. However, 77% still revisit the same destinations for at least one-fifth of their holidays – often because they are unsure where else to go.
For travel and hospitality professionals, Skyscanner’s findings underline a clear message: the next wave of global travel will be defined by personalization, authenticity, and adaptability, as travellers look for experiences that resonate with their identity and values..
Tags Bryan Batista, Skyscanner
