Travel: The Five Key Travel Trends for 2026

What is the travel trend: A Shift in Holiday Preferences

According to a TUI survey conducted by the market research institute Appinio, the way people want to travel is changing. The classic all-inclusive beach holiday remains popular, but travelers are increasingly seeking a combination of comfort, culture, adventure, and authenticity. This new vision for travel is moving away from passive relaxation to a more active, meaningful, and personalized experience. The research reveals five dominant trends that define how people will travel in the coming year.

• Back to Nature: Experiencing natural landscapes and beauty is now a top priority for travelers, reflecting a desire for tranquility and a break from urban life.

• Multistop Holidays: A growing number of travelers are choosing to visit multiple cities in a single trip, often opting for smaller, lesser-known destinations alongside major hubs.

• Full-Service Holidays: The all-inclusive model is evolving to appeal to a younger demographic with a focus on convenience, value, and the freedom to add on unique experiences like guided tours and spa treatments.

• Taste Tourism: Culinary experiences are becoming a central part of travel, with a significant portion of a traveler’s budget dedicated to exploring local food and drink.

• Indie Travel: Individual and solo travel is on the rise, driven by a desire for self-directed, experience-rich journeys and a willingness to trade comfort for deeper, more authentic experiences.

Why it is the topic trending: A New Vision for Travel

The rise of these trends can be attributed to several key factors that reflect a deeper cultural shift in consumer priorities.

• Desire for Authenticity: Travelers are moving beyond superficial sightseeing to seek genuine connections with destinations through local culture, food, and people.

• Proactive Lifestyle: There is a growing consumer movement towards self-improvement, which is reflected in a desire for holidays that offer personal growth and meaningful experiences, such as solo travel or connecting with nature.

• Changing Demographics: Younger generations, particularly those aged 18-24, are redefining traditional holiday models like all-inclusive packages by seeking more tailored experiences.

• Flexibility and Discovery: Multistop and indie travel reflect an appetite for flexible itineraries and the freedom to explore at one's own pace, rather than being confined to a single destination.

Overview: From Relaxation to Exploration

The TUI survey indicates a fundamental shift in the holiday mindset—from a simple "getaway" to a purposeful "journey." Travel is no longer just about where you go, but how you experience it. The trends show that travelers are prioritizing experiences that offer physical and mental rejuvenation, cultural immersion, and personal discovery. The value of a trip is now measured not just by its price, but by the depth of its experience.

Detailed findings: The TUI Survey in Focus

The survey’s findings provide a clear blueprint for the future of travel.

• Back to Nature (34.9%): For a significant portion of respondents, nature is the primary motivator for travel, surpassing traditional beach holidays. This highlights a collective desire for tranquility and outdoor activities.

• Multistop Holidays (1 in 3 travelers): The data shows a strong preference for "city-hopping," indicating that flexibility and cultural depth are key drivers. This trend is often facilitated by train or rental car travel.

• Full-Service Holidays (38% of 18-24 year olds): The all-inclusive model is being embraced by a younger demographic who value convenience but also want the freedom to add on excursions and unique experiences.

• Taste Tourism (45.7% of budget): A remarkable portion of travel expenditure is now dedicated to food and drink, with over half of travelers actively seeking out regional dishes as a way to connect with a destination.

• Indie Travel (45% of respondents): Solo travel is a growing segment, with travelers willing to give up comfort for a deeper, more meaningful experience. This reflects a trend towards self-directed and experience-rich journeys.

Key success factors of the trend: Responding to a New Market

The success of these trends is rooted in their ability to meet evolving consumer desires.

• Authentic Experiences: The trends are driven by a demand for authentic experiences that go beyond the typical tourist traps.

• Personalization: Travelers want holidays that are tailored to their individual needs and interests, whether it's exploring nature, tasting local cuisine, or traveling solo.

• Freedom and Flexibility: Multistop and indie travel appeal to a desire for freedom and the ability to explore at one's own pace.

• Value for Money: The modern full-service holiday offers a balance of convenience and the ability to customize the experience, providing better perceived value.

What is consumer motivation: A Quest for Authentic Experiences

The consumer's decision to participate in these trends is driven by a mix of emotional and experiential factors.

• A Desire for Connection: Consumers want to connect with the local culture, food, and people, rather than just passively observing.

• Self-Discovery: Solo and nature-focused travel are motivated by a desire for personal growth and a break from the routine of daily life.

• Passion for Food and Culture: Taste tourism is driven by a genuine passion for gastronomy and a belief that food is a powerful way to understand a new place.

• Escape from the Everyday: A desire for tranquility and a break from the bustle of urban life is a key motivator for those seeking out natural escapes.

What is motivation beyond the trend: The New "Luxury"

While the primary motivations are tied to the trends themselves, there is a deeper emotional driver at play. The new "luxury" is not about opulence but about meaningful experiences. It’s about the freedom to explore, the richness of a cultural connection, and the peace found in nature. This is a fundamental shift that redefines what makes a holiday worthwhile.

Descriptions of consumers: The Modern Explorer

• Consumer Summary: The consumers drawn to these trends are proactive, experience-oriented, and value authenticity over opulence. They are not satisfied with passive consumption; instead, they seek out experiences that actively contribute to their well-being and personal growth. They are often digitally connected but are looking for ways to disconnect and reconnect with the world around them. They are willing to invest in experiences that offer a deeper, more personal journey.

• Detailed summary (based on experience and article):

  • Who are they?: They are wellness seekers, food enthusiasts, adventurous backpackers, and individuals looking for a break from their busy, digital lives.

  • What is their age?: While the trends appeal to all ages, the data shows that younger travelers, particularly millennials and Gen Z, are driving the shift toward experiential and all-inclusive holidays.

  • What is their gender?: The trends appeal to all genders, as the desire for authenticity, connection, and personal growth is universal.

  • What is their income?: Varies widely, from budget-conscious backpackers to high-income travelers seeking curated all-inclusive experiences.

  • What is their lifestyle?: They lead busy lives, are often digitally connected, and prioritize experiences and products that align with their personal values and health goals.

How the Trend Is Changing Consumer Behavior: From Tourist to Traveler

The rise of these trends is fundamentally reshaping the way consumers approach travel and their own health.

• Shift from Passive to Active: Consumers are moving away from simply "getting away" and are now actively planning their trips with specific experiences in mind.

• Integration of Interests: Travel is no longer a separate activity but a way to explore personal interests, whether it’s a passion for food, nature, or personal growth.

• Demand for Authenticity: Consumers now expect brands and destinations to have a deep, authentic understanding of what they offer. A simple marketing campaign is no longer enough.

• Personalization of Travel: The trends highlight a move towards highly personalized travel experiences, moving away from a one-size-fits-all tourism model.

Strategic Forecast: The Era of Experiential Travel

This trend is only the beginning. The future of travel will see an even deeper integration of experiences, identity, and consumer behavior.

• Micro-Experiences: Travel will be broken down into smaller, more personalized "micro-experiences" that can be easily booked and combined.

• The Rise of Niche Tourism: More countries and regions will market themselves based on specific niche trends, such as "foodie destinations" or "adventure hubs."

• Partnerships with Local Guides: Tour operators will form direct partnerships with local guides, making it easier for travelers to access authentic experiences.

• Personalized Itineraries: AI and data will be used to create hyper-personalized travel itineraries, matching a consumer's specific interests with the perfect activities and destinations.

Areas of innovation: A Blueprint for the Future

The following areas of innovation are implied by this trend, signaling a new frontier for consumer experiences.

• Experiential Booking Platforms: Platforms that allow travelers to build their trip based on interests and experiences, rather than just destination and price.

• Community-Based Travel Apps: Apps that connect solo travelers with local communities and other travelers with similar interests.

• AI-Powered Food Guides: AI-powered food guides that can recommend local restaurants and dishes based on a traveler’s preferences and location.

• "Digital Detox" Travel: Hotels and resorts that are designed to help travelers disconnect from technology and reconnect with nature.

Summary of Trends

• Core Consumer Trend: The Proactive Traveler. Consumers are actively taking control of their travel, moving from a reactive "rest" mindset to a proactive "explore" mindset.

• Core Social Trend: The Experience Community. Social connections are being built around shared experiences and interests, such as food, adventure, and nature.

• Core Strategy: The Experiential Model. Travel brands are moving beyond traditional packages to offer a holistic, multi-faceted approach to travel that includes unique experiences.

• Core Industry Trend: The Experience-Driven Economy. Industries are finding new ways to integrate experiences into their core offerings, creating a new economic model where experiences are a key driver of growth.

• Core Consumer Motivation: The Search for Authenticity. Consumers are motivated by a desire to find travel solutions that are authentic, personal, and offer a deeper connection to a destination.

Final Thought: The Future of Travel Is Personal

The TUI survey is a clear signal of a monumental shift. It's a testament to the idea that travel is not a luxury but an adventure, and that the best moments may be found in the world outside a typical resort. By embracing these trends, the travel industry is not just changing its offerings; it's providing a powerful new model for global exploration. This is an exciting step toward a future where our passports are as important to our identity as our prescriptions, and where travel is not just a break from life, but an essential part of living well.

Source: https://www.fvw.de/international/data-analysis/the-five-travel-trends-to-watch-in-2026-nature-flavour-and-freedom-255440