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Seven New Travel Shifts Shaping the Tourism Industry in 2026

Global travel is becoming more personalised than ever. According to the latest report from Skyscanner, travellers in 2026 are prioritising experiences that align with their emotions, preferences and lifestyle choices. Although each market approaches travel differently, these emerging shifts reflect a shared desire for fulfillment and meaningful discovery. The study also incorporates insights from partners such as Reddit, Malin and Goetz, All Trails and Penguin Books, showing how travel is now interconnected with social media, food culture and even reading habits.

Glowmads
This trend reflects a growing preference for destinations chosen for beauty and wellness. Travellers are seeking premium spas, globally renowned beauty products and unique local beauty rituals. Skincare routines during flights, visiting iconic cosmetic brands and exploring beauty cultures in cities such as Paris or Seoul are becoming part of the complete travel experience.

Shelf Discovery
In 2026, discovering local shelves will become a fresh and exciting way to explore a destination. Rather than focusing only on restaurants or street food, travellers are showing more interest in convenience stores, supermarkets and neighbourhood shops. A total of 35 percent plan to “eat like a local” by choosing snacks and daily essentials while experiencing culture through local retail spaces.

Altitude Shift
Mountain destinations are gaining strong momentum as more travellers shift away from beach holidays. A total of 76 percent are planning autumn and winter trips to mountain regions such as the Dolomites, Annapurna or the Canadian Rockies. Skyscanner data shows a 103 percent increase in hotel searches filtered by mountain views, reflecting a growing desire for nature based therapy and slower travel experiences.

Bookbound
Travel inspired by literature is becoming an emerging trend. A total of 57 percent of travellers have booked or are considering a trip inspired by books, with the intention of reading, buying books or visiting world famous bookstores. Searches for hotels with a library feature have increased by 70 percent, showing a rising preference for properties that offer curated book collections.

Catching Flights and Feelings
Travel in 2026 is evolving beyond discovering new destinations. It is also about connecting with new people, building friendships and exploring romantic possibilities. Solo travel continues to grow with an 83 percent year on year increase.

Family Miles
A total of 31 percent of global travellers are planning multi generational trips as a way to share costs, strengthen family bonds and create shared memories. This shift is expected to influence accommodation preferences and encourage the development of group friendly travel products and services.

Checking Into the Destination
Hotels are becoming a defining factor in travel decisions. A total of 29 percent of travellers see hotels as a primary reason for choosing a destination. Architecture, design, storytelling and immersive experiences are now central to what makes a hotel appealing, turning it into an integral part of the journey rather than a simple place to stay.