- 67% of respondents want their next trip to surprise them while 81% would choose a destination based on how they want to feel.
- Artificial intelligence, health-conscious food and drink options, and enhanced in-flight services feature among emerging travel preferences.
- Spooky experiences, active holidays and nature-based escapes for couples are also among the trends identified by the research.
Breaking routines and making more conscious choices
The first trend, “Plot Twist Trip”, centres on unexpected experiences. Some 67% of travellers say they want their next trip to surprise them in some way. Meanwhile, 36% want to surprise friends and family by sharing photographs from a trip they did not know about.
The second trend, “The all exclusive”, focuses on quality and choices shaped by health and lifestyle priorities. According to the research, 67% of travellers say at least one health or lifestyle change has influenced their choice of holiday destination. In addition, 23% are looking for low- or no-alcohol drinks, while 35% seek high-protein meals.
The third trend, “Social currency”, concerns the choice of travel companions in light of spending habits and budgets. Half of respondents have reconsidered whom to invite on a trip because of differences in spending. The proportion rises to 62% among Gen Z travellers, compared with 27% of Baby Boomers.
Spooky experiences and AI-powered holidays
The fourth trend, “Trip to the beyond”, reflects interest in experiences involving horror, Gothic aesthetics and thrillers. Some 65% of travellers are interested in holidays featuring these themes. More specifically, 23% want to explore Gothic architecture, 22% would visit horror film locations and 20% are interested in destinations associated with true-crime stories.
The fifth trend, “PTO: Powered by AI”, explores how technology could help travellers protect their time away from work. A substantial 89% say it is important to be completely disconnected from work while on holiday. At the same time, 24% of employed travellers plan to use AI to manage everyday work tasks, including their inboxes and to-do lists.
Furthermore, 56% say returning to an organised work inbox would make a trip more enjoyable. The findings therefore link technology not only to holiday planning but also to efforts to limit work-related interruptions.
The sixth trend, “Hotel in the Sky”, highlights the role of the flight itself in shaping the overall travel experience. According to the research, additional services could make more travellers willing to take long-haul flights. In-flight information designed to help reduce jet lag would influence 18% of respondents, while family activity packs would appeal to 17%. The option to pre-order children’s meals would make a difference to 12%.
Mood-led destinations and active holidays
The seventh trend, “Vibe check(in)”, centres on choosing destinations according to the feelings travellers want to experience. Some 81% would rather select a holiday destination based on how they want to feel than on where they want to go. In addition, 76% say they would be willing to use a search tool or filter to find destinations that match their mood.
This approach appears particularly popular among younger travellers. The research found that 87% of Gen Z respondents and 85% of Millennials would use such a tool. Moreover, 61% of all travellers would be willing to share information about their emotional state to help a travel provider tailor recommendations.
The eighth trend, “Sweat synergy”, focuses on holidays that combine physical activity with social connection. Some 81% of travellers say they have taken part in some form of physical activity while on holiday. Among those who have travelled solo, 66% report having formed a lasting connection through exercise during a trip.
Motivations for staying active abroad vary. While 31% cite enjoying nature, 23% say they simply want to remain active. Activities range from marathon running and spin classes to jogging in parks.
Nature-based escapes and relationship conversations
The ninth trend, “Trailside Therapy”, connects time in nature with communication between couples. According to the research, 47% of respondents who travel with their partner are considering taking a holiday to resolve disagreements. Spending time in nature emerged as the most popular activity for these conversations, cited by 38%.
The trend presents holidays as more than a break from everyday pressures. For some travellers, shared experiences and natural surroundings may provide space for conversations that are otherwise postponed.
What the travel trends mean for the industry?
The travel trends for 2027 identified by Booking.com span several parts of the travel journey, from inspiration and destination choice to air travel, accommodation and activities at the destination. For tourism professionals, the findings offer an indication of respondents’ stated preferences, although survey results alone do not establish that every trend will translate into equivalent purchasing behaviour.
For hotels and accommodation providers, interest in personalised experiences and health-conscious choices highlights the importance of clearly presenting available services. Information about food options, activities, local experiences and facilities can help travellers assess whether a property meets their needs. However, businesses should consider the characteristics of their own customer base rather than relying solely on broad international survey figures.
Meanwhile, the use of artificial intelligence creates opportunities to examine services before, during and after a trip. Respondents express interest in tools that support holiday planning, manage work-related tasks and tailor recommendations to personal preferences. For providers, adopting such tools requires consideration of their practical value, accuracy and approach to handling customer data.
In aviation, responses about in-flight services suggest that selected additional amenities may influence travellers’ willingness to take long-haul journeys. Similarly, interest in exercise, nature and spooky experiences offers themes that destinations and tourism businesses could consider when developing products, provided these fit their audiences and operational capabilities.
Overall, the research illustrates the range of considerations shaping travel intentions. The challenge for the industry is to translate these signals into relevant services and clear communications, taking account of the specific characteristics of each business and destination.
Booking.com has paired the nine behavioural trends with ten destinations it identifies as trending for 2027. These include Christchurch in New Zealand, Rosario in Argentina and Reims in France.
Methodology
Travel Predictions 2027 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12–24 months. Survey undertaken July–August 2026, 28,230 global respondents, margin of error +/- 0.6%, online data collection, in the following markets: Argentina (1003), Australia (1009), Austria (505), Belgium (1004), Brazil (1000), Canada (1007), Colombia (1012), Croatia (508), Denmark (505), France (1004), Germany (1005), Greece (503), India (1005), Ireland (518), Italy (1004), Japan (1006), KSA (509), Mexico (1007), Netherlands (1006), New Zealand (1008), Portugal (1006), Singapore (508), South Korea (1008), Spain (1013), Sweden (507), Switzerland (503), Taiwan (505), Thailand (1007), UAE (511), UK (2017), U.S.A. (2013), Vietnam (504).
Tags: Booking.com
