The five travel trends that will shape 2026 — Artificial intelligence, road trips, and the search for authentic experiences
Travellers are looking for more personalised options than ever before, according to a new Booking.com study based on responses from more than 32,800 travellers across 34 countries.
The year 2026 is expected to be defined by optimism, new travel behaviours, and a growing desire for meaningful experiences. The appetite for travel remains particularly strong, with 75% of travellers saying they feel optimistic about their upcoming trips. Nature, relaxation, and exploration continue to be key motivations, while more people are viewing travel as an investment in personal wellbeing and life experiences.
The research was conducted in January 2026 among travellers aged 18 and over in North America and the EMEA region, as well as travellers aged 18–54 in Latin America and Asia. Participants had taken at least one leisure trip with an overnight stay in the previous 12 months, planned to travel in 2026, and were involved to some extent in organising their trips. The sample was representative of each country’s population in terms of age, gender, and geographic distribution.
It is noted that the study reflects the wider travelling public and not exclusively Booking.com customers.
The five travel trends for 2026, according to the research:
1. The joy of planning becomes part of the travel experience
Planning a trip is no longer viewed as a chore but as an enjoyable, creative process that begins well before departure. According to Booking.com, 73% of travellers say they enjoy researching and organising their holidays, spending time looking for ideas, destinations, and experiences that match their personal preferences.
This trend becomes even stronger when trips involve groups or families. In Greece, 46% of travellers plan holidays with their family, while 18% organise trips with one or more friends. Booking.com describes this new approach as “Main Character Planning Energy”, highlighting how the travel experience now begins from the moment the planning process starts.
2. Artificial intelligence becomes the new travel companion
Artificial intelligence is quickly becoming an essential tool for modern travellers. Half of travellers worldwide already use AI tools either when planning or during their trips, using them for recommendations on activities, attractions, restaurants, and experiences, as well as for finding accommodation, comparing options, and creating more personalised itineraries.
In Greece, 40% of travellers have already used an AI tool, confirming that artificial intelligence is gaining an increasingly active role in travel planning.
The biggest benefits of AI for users are saving time, discovering new ideas, finding better deals, and gaining greater confidence when making travel decisions.
3. One trip, multiple experiences
Travellers in 2026 are no longer satisfied with just one type of experience per trip. According to Booking.com, the new trend titled “The Art of the Add-On” shows that travellers are choosing to combine different activities during the same getaway—from gastronomy, shopping, and concerts to sporting events and visits to friends or relatives.
Food is emerging as a major travel motivation, with travellers seeking local markets, street food, authentic restaurants, and flavours connected to the identity of each destination. At the same time, sporting events are becoming an increasingly powerful reason to travel, especially around major competitions and popular sports such as football, basketball, and tennis.
Indicatively, 20% of travellers worldwide plan to include a sporting event as part of another type of trip in 2026, while 64% of Greek travellers say they would book an international trip to attend a football match.
4. Accommodation becomes a top travel priority
Choosing accommodation is now one of the most important factors shaping the overall travel experience. For travellers, where they stay is no longer simply a practical part of the journey, but an essential requirement for feeling comfortable, safe, and confident in their choices.
Beyond price and location, travellers are placing increasing importance on factors that provide a clear picture before booking: reviews, photos, facilities, and detailed information about check-in and check-out procedures. It is notable that 68% of Greek travellers rely on other travellers’ reviews when choosing accommodation, confirming that transparency and trust remain essential.
5. The journey itself takes centre stage
The journey itself is increasingly becoming part of the experience. Road trips continue to grow in popularity, with travellers seeking greater freedom, spontaneous stops, and more flexible itineraries. 43% plan to rent a car in 2026, while more than half say they enjoy having the ability to change their plans along the way.
At the same time, travel spending is expected to increase during the year, with more than half of travellers planning to invest more money in trips. This trend is linked to longer holidays, more frequent getaways, and a growing desire for personal rewards and quality time.
Content Manager: Ambassador Mykonos Promo Kostas Skagias
Featured Image by A. C.