Why the Trend Is Emerging: Global Nomads Go Intentional. Glomads are emerging as travel shifts from rare, escapist holidays to an ongoing lifestyle choice structured around identity, values, and technology. Gen Z’s comfort with AI, focus on self-expression, and concern for sustainability are converging to redefine what “normal” travel looks like in 2026 and beyond.​ Structural driver: Remote work, digital tools, and flexible study/work patterns make extended travel and long s

What is the Northern Lights Therapy Trend: From Spectacle to Treatment Sweden's Northern Lights Therapy initiative transforms aurora borealis viewing into evidence-based wellness intervention, marking tourism's evolution from aesthetic experiences to clinically-validated therapeutic treatments. The Medicalized Phenomenon : Sweden positions aurora borealis as prescribable therapy  rather than tourist attraction—Abisko National Park's 200-night annual visibility creates consist

What Is the “Railcation” Trend?: Slow Travel as Emotional, Sustainable Luxury Railcations represent a major travel shift in which trains become both the method and  the meaning of travel — a deliberate move toward calmer journeys, scenic immersion, reduced carbon impact, and deeper emotional resonance. • Nostalgia as a Modern Escape Mechanism Travellers are increasingly drawn to rail holidays because train journeys evoke comforting associations with childhood, cinematic lands

What Is the “Purpose-First Travel Reboot” Trend?: Whycations, Hushpitality, and Celestial Escapism Unite Travelers are shifting from location-based decision making to intention-based exploration, prioritizing emotional meaning, inner clarity, and transformative encounters over traditional sightseeing. Whycations as Purposeful Presence.:  Travelers increasingly choose destinations based on why  they want to go rather than where . This signals a cultural shift toward emotional

What Is the “New UK Travel Preferences” Trend: How September Peaks, Youth Culture, Rail Revival, Distance-Seeking Wanderlust & Flexible Cruising Reshape British Holiday Behavior The New UK Travel Preferences Trend is a transformation of seasonal rhythms, travel motivations, mobility modes, and experience formats across the British holiday ecosystem. This shift reflects a cultural moment where young adults exert unprecedented influence, climate-conscious exploration grows main

What is the Micro-Hospitality Movement Trend: The Rise of Efficient, Pod-Based Lodging Capsule hotels are pioneering a new segment of urban hospitality by offering compact, affordable, and highly efficient individual sleeping pods, fundamentally changing the definition of budget travel. Core Concept: Maximizing Comfort in Minimal Space A capsule hotel provides guests with individual pods or "capsules" that are efficiently designed and often no bigger than a bed. These compac

What Is the Purpose-Driven Travel Trend: The Rise of Meaningful, Immersive Global Exploration Travellers are seeking journeys that express their values, expand their worldviews and deliver emotional impact. They increasingly choose destinations that offer rich culture, learning and connection, transforming travel from a getaway into a personal evolution. Long-Haul Cultural Journeys: Travellers are prioritizing far-flung destinations that offer deep cultural exploration.  Thes

What Is the Roadside Motel Renaissance Trend: Design-Driven Nostalgia Meets Modern Hospitality A cultural and industry shift where old, once-forgotten motels are reborn as stylish, experiential boutique destinations. Roadside motels are being reimagined into design-led boutique hotels with strong storytelling and sense of place. What began as humble pit stops for road trippers are now fully transformed destinations offering curated design, elevated amenities, and intentional

What is the Trend: The Ascent of 'Luxury with Legacy' This trend signifies the luxury consumer's deep investment in travel that leaves a positive personal and cultural imprint, valuing meaning over mere materialism. Prioritization of Immersive Cultural Engagement.  Travelers are actively seeking profound, localized interactions, such as engaging with Indigenous culture in the Kimberley. This move indicates that the consumption of prestige is being replaced by the consumption

What is the Destination-Led Decisions  Trend: The Primary Driver of UK Holiday Bookings This trend, highlighted by the ABTA Holiday Habits survey, confirms that destination choice  is the single most powerful factor influencing UK holiday booking decisions, surpassing cost and timing considerations for the majority of travelers. Destination Dominance:  A leading 45%  of respondents prioritize the actual destination as the most important element when booking a holiday. This ma

What Is the Under-Radar Escape Trend: Cozy, Off-Grid Winter Getaways This trend reflects a growing desire for authenticity, calm, and connection as travelers turn from crowded winter hotspots toward intimate, lesser-known destinations. Quiet destinations win:  Instead of major ski hubs or luxury resorts, travelers are gravitating toward charming small towns and secluded stays that promise tranquility. Reset over rush:  Winter getaways are becoming acts of restoration, not per

What is the Intimate Journey: Experience Over Obligation Trend This trend captures the pivot by American travelers from predictable, obligation-driven travel (like large holiday gatherings or passive fine dining) toward intentional, high-engagement experiences  that foster deeper connections, primarily with immediate family, and offer authentic, hands-on cultural interaction. Prioritizing Primary Bonds:  There is a pronounced shift in holiday travel , with a growing share of

What Is the “From Scroll to Stay” Trend TikTok’s From Bucket List to Booking  study highlights a new era of travel behavior — one where inspiration, intent, and booking converge in a single scroll. Social discovery is no longer a top-of-funnel activity; it’s now a transactional ecosystem where emotion meets conversion. Inspiration Meets Instant Action. Travelers no longer bookmark destinations for later — they act on impulse. TikTok condenses the travel journey from months o

What is the Sports Tourism Trend: A Catalyst for Tourism and Economic Growth Sports tourism in Australia is rapidly evolving from a niche segment into a significant driver of the nation's visitor economy, fueled by packed stadiums and a packed calendar of sporting events. Sporting Season Momentum: Australia’s back-to-back major events, including footy finals and world-class horse racing, are drawing substantial local and international attention, fueling tourism growth. The p

What is the Partnership Trend: Bridging Streaming Content with Real-World Experiences This collaboration exemplifies the rising trend of integrating entertainment and real-world engagement to deepen fan connection and unlock fresh consumer experiences. Experiential Tie-Ins: Airbnb offers immersive experiences tied to specific scenes from "Nobody Wants This," allowing fans to engage with the show's narrative beyond the screen. This includes a romantic pasta-making class and a

What is the Autumn Travel Experience Trend: Immersive Journeys Drive Demand for Depth and Connection A surge in demand for meaningful, sensory-rich travel is redefining how tourists engage with destinations during the autumn season. Autumn travel is marked by a growing demand for multi-sensory experiences blending cultural heritage, natural beauty, and culinary delight. This shift reshapes tourism into immersive cultural journeys. Seasonal travel encourages off-peak explorati

What is the (Phygital Exploration) Trend: Turning the Real World into a Digital Playground This trend analysis reveals the emergence of "Phygital Exploration," a rapidly growing category where digital applications use gamification and geolocation to transform real-world movement and discovery into an interactive, competitive, and measurable experience. Gamifying Reality:  At its core, this trend layers game-like mechanics—such as points, achievements, and progress tracking—o

What is the (Breakfast-Included) Trend: The Amenity That Became a Dealbreaker This trend analysis reveals that for a significant and growing segment of Asian travelers, complimentary breakfast is no longer a simple perk but a critical decision-making factor, transforming a basic amenity into a powerful booking driver. Filter-First Mentality:  A complimentary breakfast now ranks as the second most popular search filter on the digital travel platform Agoda, surpassed only by s

What Is the “Unpack ’26” Trend: Smarter, Slower, and More Meaningful Travel Expedia Group’s latest report, Unpack ’26: The Trends in Travel , unveils seven global travel movements redefining how we explore the world. Travelers are trading speed for substance, seeking authenticity, wellness, and emotional connection over bucket lists and busy itineraries. Sustainability meets soul.  Expedia’s new Smart Travel Health Check , developed with the World Travel & Tourism Council (WT

What is the "High-Value Rebrand" Trend:  This trend describes a deliberate, top-down national strategy to pivot a country's entire tourism industry away from a high-volume, budget-focused model towards a low-volume, high-value one. It involves actively repositioning the national brand to attract affluent, discerning travelers by curating a new ecosystem of luxury, wellness, and sustainable offerings. From Mass Market to Mindful Affluence:  Thailand is consciously moving away