The report also identifies technology as an increasingly decisive factor in
travel planning. Social media, brand partnerships, and influencer endorsements
are expected to play a stronger role in shaping destination choices, alongside
the growing use of artificial intelligence in trip planning and
decision-making.
One of the central themes of the HBX Group 2026 travel trends report is
maximalism. Travellers are increasingly opting for multi-destination journeys,
pop culture-inspired trips, and itineraries designed to combine diverse
landscapes, transport modes, and experiences within a single journey.
“Travellers are increasingly booking itineraries that pack a real
punch,” commented Javier Cabrerizo, Chief Strategy, Transformation &
AI Officer at HBX Group. “This includes trips with
multiple destinations and varied scenery, modes and experiences to maximise
every moment. Holidaymakers want to move to the rhythm of the journey,
embracing exclusive adventures and seeking truly unforgettable experiences.”
The report highlights a growing reliance on digital channels when selecting
destinations. Almost 50 percent of travellers now choose a destination based
solely on social media influence. Separate data referenced in the report shows
that 40 percent of travellers already use AI-based tools for trip planning,
while more than 60 percent are open to using them in the future.
Despite this demand, adoption among travel suppliers remains limited. Only
35 percent of hotel and airline brands are currently using AI to enhance guest
interactions, according to the findings referenced in the report.
“Travel businesses can leverage social media and AI to attract new
audiences and maximise the value they can provide customers,” said Javier Cabrerizo. “AI won’t replace humans.
However, AI has the capacity to make teams more productive and efficient,
liberating them from repetitive activities to focus on connecting with their
customers and creating unforgettable experiences.”
The report also points to sustained growth in demand for creative and authentic experiences. The concept of “live like a local” is increasingly reflected in travel choices, with travellers seeking local festivals, traditional markets, home cooking classes, artisan workshops, and guided experiences led by residents.
Cultural and creative elements are becoming more central to accommodation
and destination positioning. According to the report, more hotels are operating
as living galleries, while neighbourhoods integrate design, street art, and
gastronomy. Travellers are also shifting from passive consumption toward
participatory experiences through workshops and artist residencies.
This trend aligns with a broader move toward modular itineraries.
Travellers are combining city stays with nature-based destinations, balancing
fast-paced urban experiences with periods of rest. These itineraries frequently
blend luxury with simplicity, driving demand for hybrid products, combined
stays, and higher-value travel packages.
The report notes a parallel shift in how accommodation is perceived. Hotels
are increasingly chosen as destinations in their own right, based on natural
settings, culinary concepts, design, or cultural positioning. This is
contributing to higher on-site spending and increased brand loyalty. At the
same time, the journey itself is gaining importance, with panoramic rail
travel, road trips, and island-hopping becoming integral parts of the overall
experience.
Beyond emerging behaviours, HBX Group identifies several trends that are
now embedded in the tourism landscape. These include a focus on tangible
sustainability measures such as reduced plastic use, energy efficiency, clean
mobility, and eco-positive experiences.
Interest in nature-based travel and “coolcationing” continues to grow,
driven by climate concerns and overcrowding in traditional destinations.
Transformational and wellness travel also remains significant, with travellers
using trips for rest, personal growth, and mental well-being.
The report further highlights the rise of multigenerational tourism, as
families travel together and seek flexible accommodation, shared activities,
and cost-efficient arrangements. Entertainment-led travel, including trips
linked to sports events, music, set-jetting, gaming, and eSports, is also
identified as a growing demand driver heading into 2026.
Tags:Javier Cabrerizo, HBX Group
