Are we looking for less mileage and more emotion? Will we prefer the authentic to the spectacular? Will we travel to collect memories rather than photos? Here's an overview of the trends that will shape the way we travel this year, and probably well beyond.
After a decade marked by successive crises, dazzling innovations and a profound transformation in expectations, travelers are now looking for more than destinations: they want meaning, emotion and connection.
1. Creative retreats to escape hyper-connection
In a world saturated with screens, notifications and constant solicitations, travelers are looking for spaces to slow down, reflect and create. Literary retreats, writing workshops and creative sojourns are booming in popularity. To travel in 2026 is to choose to leave a lighter footprint, but stronger memories. It's about rediscovering the pleasure of leaving while taking care of the world that welcomes us.
What are these travelers looking for? :
- A secluded setting conducive to concentration.
- Workshops led by authors, artists and creative coaches.
- A self-assumed disconnection: little or no Wi-Fi, rituals of silence, immersion in nature.
These stays become an antidote to modern mental fatigue and a means of reconnecting with oneself.
2. The set-jetting travelling in the footsteps of films and series
This is not a new phenomenon, but by 2026 it has reached unprecedented proportions. Audiovisual productions are having a massive influence on the choice of destinations, redesigning the itineraries of many travelers. Travelers want to live, feel and photograph the places that have marked them on screen. So much so that jet-setting is transforming series into veritable travel guides.
The White Lotus takes fans from Hawaii and Sicily to Thailand. Game of Thrones always attracts to Dubrovnik, Seville or Northern Ireland. Emily in Paris has visitors flocking to the Place de l'Estrapade and Place de Valois in Paris. As for Squid Game, Several of Seoul's most emblematic locations attract the curious. Spain is not to be outdone: every year, Seville, Girona and Madrid welcome thousands of fans who come to see the sets of La Casa de Papel or The Crown. And New Zealand remains inextricably linked with the world of Lord of the Rings.
Travelling in the footsteps of cult series means turning each destination into a living set.
3. Back to the land: rural tourism appeals to all generations
The need to slow down and reconnect with nature has never been stronger. Farm stays, agricultural accommodations and immersive rural experiences attract a varied clientele: families, exhausted urbanites, digital nomads in search of calm.
On the program:
- Hiking and outdoor activities.
- Get up close to animals and learn about farming.
- Production workshops (cheese, bread, pottery).
- Rustic but comfortable accommodation, often eco-friendly.
This “down-to-earth” tourism responds to a quest for authenticity and simplicity.
4. The ‘toutourisme’ is a must
Travelling with your pet is no longer the exception - it's becoming the norm. Booking platforms are seeing a spectacular increase in accommodation searches. pet-friendly, In the meantime, airlines are adapting their policies to meet this growing demand.
Why this trend? :
- Pets are now considered full-fledged family members.
- Travelers refuse to sacrifice their emotional comfort.
- The offering has become more professional, with dedicated menus, dog spas, daycare services and specialized concierge services.
In 2026, the pet travel is no longer a marginal segment: it's a structured, profitable and booming market.
5. Hotels reinvented: more experiential, more human
Long gone are the days when hotels simply offered a bed and breakfast. They are now becoming places for living, culture and experiences. The hotel industry is constantly evolving to meet the needs of demanding travelers in search of personalization and emotion.
Key trends :
- Modular rooms and hybrid spaces.
- Integrated cultural, sporting and artistic activities.
- Community spaces for socializing.
- Immersive design and architectural storytelling.
The hotel becomes a destination in itself... sometimes more memorable than the trip itself.
6. Unexpected sporting and cultural experiences
Travelers want to get off the beaten track and enjoy unique experiences. Little-known sports such as lucha libre, Extreme activities and deep cultural immersion attract customers in search of adrenalin and authenticity.
Why this trend? :
- A need for strong emotions in a very controlled world.
- A desire to experience «unfiltered» moments.
- Total immersion in the local culture.
These experiences become a way of telling a story, of living a memorable moment, of feeling alive.
7. AI: the new travel companion
Artificial intelligence is emerging as a practical tool for preparing and executing travel plans. It enables extreme personalization, time optimization and stress reduction.
Practical applications:
- Tailor-made itineraries based on personal preferences.
- Instant translation and easier interaction.
- Real-time recommendations based on weather, crowds or local events.
- Optimization of costs, transport and reservations.
In 2026, AI won't replace humans: it will amplify the travel experience.
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