Tourism trends for 2026: what holidaymakers are looking for

Travellers are placing more emphasis on meaning, growth, and personalised experience rather than just checking off destinations.

• Transformational journeys are going mainstream, with once-in-a-lifetime moments, cultural immersion, and design-led stays taking centre stage.
• Travellers don’t want passive itineraries—they want to engage, learn, and return changed.
• “Microexperiences” (joining a local harvest, artisan workshops, behind-the-scenes access) are rising in popularity as ways to touch local life more intimately.

Host takeaway: Think beyond standard “self-catering.” Offer curated local experiences (farm visits, cooking classes, guided walks), storytelling about your locale, or partnerships with local artisans.

Travellers—especially younger generations—are more conscious of their environmental footprint and are seeking authentic, low-impact travel.

• Eco-labels and green credentials are influencing destination choice.
• Slow tourism—going deeper, moving slower, exploring locally—is gaining traction as a counter to mass travel.
• Wellness, nature, and mindful experiences are shaping 2026 travel, with demand for rest and reconnection with nature.
• Overtourism is driving demand toward lesser-known destinations and hidden gems, as guests seek alternatives to crowded hotspots like Cornwall.

Host takeaway: Emphasise eco-friendly amenities, support local businesses, curate cultural experiences, and showcase your property’s sustainable practices.

The shift toward remote work, hybrid lifestyles, and economic considerations is influencing how people travel.

• Longer bookings (28+ nights) are becoming common as “slomads” seek flexible, extended stays.
• “Bleisure” (business + leisure) continues to shape demand, with travellers combining work and leisure.
• Many UK travellers say they may spend less overall, but still prioritise travel by choosing domestic staycations or off-peak stays.

Host takeaway: Cater to long-stay guests by offering weekly/monthly discounts, work-friendly amenities (fast Wi-Fi, desk space), and flexible booking options.

Technology is shifting from “nice-to-have” to “must-have” in travel planning and guest experience.

• AI is increasingly used for trip planning, itinerary building, and bundling experiences.
• Dynamic packaging (flights + stays + activities) is resurging as a new generation of “package travel.”
• Guests expect frictionless digital touchpoints—consistent listings, real-time pricing, and smooth communication across platforms.

Host takeaway: Invest in smart-home features (keyless entry, smart locks), automate communication with templates, use dynamic pricing tools, and personalise guest touches based on past preferences.

Big, impersonal resorts are losing appeal. Holidaymakers are drawn to boutique, carefully designed stays.

• Travellers prefer properties with personality and thoughtful design over large chains.
• Smaller, well-crafted stays allow for more authentic experiences and premium service.
• Guests increasingly seek “microexperiences” and authentic, local, offbeat stays rather than mass-market offerings.

Host takeaway: Emphasise your uniqueness. Highlight personalised service, design details, and authentic local connections. Use your size to deliver consistency and charm.