A new global study from Booking.com suggests that travel trends 2026 will be defined by hyper-personalisation, tech-enabled decision making and purpose-led trips.
Drawing on responses from more than 29,000 travellers across 33 countries and territories (report published 15 October 2025), the company identifies ten themes with clear implications for hotels, from demand for immersive “storyscape” stays to interest in wellness, nature and nostalgia-driven itineraries.
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Personalised travel and tech adoption reshape demand
Travellers signal a turn away from one-size-fits-all breaks toward experiences built around identity and interests.
In “romantasy” travel, 71% say they may visit a destination inspired by fantasy settings, and 53% would join a role-play retreat based on a favourite game, book or film. Nearly 78% are open to AI suggestions that match fantasy aesthetics or locate filming sites.
Compatibility trips are also on the rise: 69% are open to travelling with a partner, colleague or new friend specifically to test how well they get on; 62% would choose a remote location to observe adaptability; 59% would try role-reversal retreats; and 59% would accept constraints such as tight budgets or limited connectivity.
Among Gen Z, 81% are open to custom itineraries that simulate real-life dynamics.
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By GlobalDataOn the road, 84% are open to carpooling on holiday and 54% would use an app to find travellers on the same route.
Tech sits at the centre: 65% would use AI or generative AI to map scenic, off-the-beaten-track routes, while 77% of Gen Z are open to self-drive vehicles or AI-routed journeys, compared with 36% of Boomers.
Hotel takeaway: keywords such as AI travel, personalised travel, Gen Z travel trends and road trip travel point to opportunities for hotels to build modular packages, offer flexible room allocations for new travel companions, provide route-planning assistance, and integrate digital concierge tools that surface interest-based activities.
Wellness travel, quiet nature and “glow-cations”
Wellness evolves into skin-specific “glow-cations”: nearly 80% are open to booking trips centred on multiple skin treatments, 59% would use AI to match destinations to skin needs, 72% are open to personalised hydration stations, 64% to smart mirrors that analyse hydration and pores, and 75% to sleep-optimising suites with circadian lighting and soundscapes.
A parallel move toward quieter nature experiences is evident. Some 43% say they would travel specifically to feel closer to the natural world (81% among Gen Z), and 25% intend to pursue quieter hobbies on holiday.
Interest spans insect spotting (57%), fishing or birdwatching (73%), and hotel stays involving foraging in local nature hot spots (69%).
Hotel takeaway: search intent around wellness travel, sleep tourism and nature hotels suggests demand for dermatology-informed treatments, humidity and hydration amenities by climate, noise-reduction design, dark-sky programming, guided foraging and beginner-friendly wildlife activities, supported by simple identification apps.
Vacation rentals, souvenirs and nostalgia influence spending
In vacation rentals, 77% are open to booking homes enhanced by robotics. Among interested travellers, cleaning bots are the top draw (49%), followed by robotic chefs (39%) and sustainability management behind the scenes (25%). Novelty (28%) and bragging rights (19%) also feature.
Spending is shifting toward “shelf-ie souvenirs” for kitchens: 68% would consider design-led kitchenware or pantry items while travelling, and 55% would even choose a destination known for pantry products or cookware.
A quarter say edible souvenirs help them relive a destination; 25% value items that showcase local craft and sustainability; 17% seek rare or limited-edition goods.
Nostalgia is a further driver.
Two-thirds (66%) would consider recreating a past photo via tech that pinpoints the original location; 49% want to revisit memories with family or close friends; 46% are drawn to places that make them feel young or at home; and 36% see such trips as personal milestones.
“Destined-ations”—astrology-guided travel—also emerges: 47% would change or cancel plans if a spiritual adviser said it was the wrong time, 43% would reconsider after a horoscope warning and 39% would adjust during Mercury retrograde.
Overall, 39% weigh mystical cues when planning; Gen Z (53%) and millennials (46%) are the most receptive.
Hotel takeaway: queries around vacation rentals, robotics in hospitality, astrology travel and souvenir shopping indicate opportunities for hotels and serviced apartments to pilot autonomous housekeeping, showcase transparent sustainability controls, expand retail corners for design-led pantry goods, and schedule programming around celestial events without adopting promotional tones.
Milestones without the ceremony
Travel motivation is broadening beyond traditional occasions. In 2026, 67% say they do not need a specific reason to book a trip; 21% would visit a dream destination without waiting for a major life event.
Three-quarters (75%) justify a holiday because they have worked hard; 24% would travel to celebrate a new job or promotion, 16% after a tax refund, 14% to mark a breakup, and 9% simply to debut a new outfit. Health-related milestones matter too, with 22% travelling to mark achievements such as sobriety or fitness goals.
Hotel takeaway: rising searches for affordable luxury hotels, last-minute hotel deals and solo travel hotels point to short-notice bookings tied to personal milestones. Clear cancellation policies, frictionless check-in, and configurable add-ons—rather than fixed event packages—may align with this demand.
