The research, conducted by YouGov across more than 10,500 respondents in eight key markets, including the UK, US, Germany, Italy, Spain, Japan, Brazil, and Australia, combines traveller sentiment with Omio’s user data. It reveals eight defining travel trends and emerging traveller profiles expected to shape behaviour through 2026.
From “revenge travel” to “intentional travel”
Omio’s findings show that 69% of potential travellers believe global events will influence their travel planning in the next year. Yet, intent to travel remains strong, with 30% saying they plan to travel more frequently. Economic pressures are pushing consumers to prioritise travel spending and plan more carefully = a trend captured in the rise of the so-called “Travel Thrifties,” who look for flexibility, early booking discounts, and off-season deals.
Regional loyalty and emerging preferences
The report notes that Europe remains the preferred travel region for many. While long-haul travel interest persists, most Europeans intend to stay closer to home in 2026 — with 56% of Brits, 45% of Germans, 42% of Italians, and 42% of Spaniards favouring destinations within Europe.
Word-of-mouth inspiration replaces algorithms
Travellers are turning to more personal forms of travel inspiration. While 29% still use social media and 9% rely on AI recommendations, the majority prefer past experiences (42%) and word-of-mouth advice (39%). The influence of television and film on travel decisions is also growing, cited by 23% of respondents — signalling continued momentum for screen-driven tourism.
Relaxation, sustainability, and new priorities
In terms of trip types, 46% of travellers are seeking beach or relaxation holidays, and 51% aim to return from their trips recharged. Solo travel and wellness-focused journeys are also on the rise, particularly among those seeking self-reflection and personal balance.
Sustainable travel continues to evolve, with more emphasis on local engagement than carbon footprint reduction. Supporting local businesses (25%), experiencing regional culture (38%), and discovering less-crowded destinations (32%) now define travellers’ sustainable choices, especially in markets like Italy and Spain, where overtourism remains a concern.
Generational and gender contrasts
Omio’s analysis also highlights changing attitudes across demographics. Men are increasingly choosing solo travel (19%), while women are more likely to travel to connect – with 34% planning family reunions or trips with friends. Gen Z, dubbed “Generation Zealous,” stands out for their planning discipline and environmental awareness, with 31% intending to plan ahead to manage spending and 23% prioritising sustainable transport options.
Veronica Diquattro, President of B2C and Supply at Omio, said the report captures a pivotal shift in global travel behaviour. “We’ve moved from no travel during the pandemic, to revenge travel, and now into an era of intentional travel. The desire to explore is still strong, but travellers are becoming more conscious, smart, and value-driven,” she noted.
Omio’s NowNext ’25 report underscores a new travel mindset – where intent, mindfulness, and adaptability define how consumers plan and experience travel in an increasingly complex global landscape.
Tags: Veronica Diquattro, Omio
