The 5 travel trends that will define 2026 include artificial intelligence, road trips, and a growing search for authenticity.
Travelers are seeking more personalized options than ever before, according to a new Booking.com survey based on responses from more than 32,800 travelers across 34 countries.
The year 2026 is shaped by optimism, new travel behaviors, and a stronger desire for meaningful experiences. The appetite for travel remains high, with 75% of travelers 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 well-being and life experiences.
The survey was conducted in January 2026 among travelers aged 18 and over in North America and the EMEA region, as well as travelers aged 18–54 in LATAM and Asia. Participants had taken at least one leisure trip with an overnight stay in the past 12 months, plan to travel in 2026, and are involved—at least to some extent—in planning their trips. The sample was representative in terms of age, gender, and geographic distribution in each country.
It is noted that the research reflects the general travel audience and not exclusively Booking.com customers.
The five travel trends of 2026
1. The joy of planning becomes part of the travel experience
Trip planning is no longer seen as a chore, but as an enjoyable and creative process that begins long before departure. According to Booking.com, 73% of travelers say they enjoy researching and organizing their holidays, spending time searching for ideas, destinations, and experiences that match their personal preferences.
This trend becomes even stronger when traveling with family or friends. In Greece, 46% of travelers plan holidays with family, while 18% organize trips with one or more friends. Booking.com describes this new mindset as “Main Character Planning Energy,” highlighting how the travel experience now begins at the planning stage itself.
2. Artificial intelligence becomes the new travel companion
Artificial intelligence is quickly becoming a key tool for modern travelers. Half of travelers worldwide (50%) already use AI tools either when planning or during their trips, relying on them for recommendations on activities, attractions, restaurants, and experiences, as well as for accommodation search, comparison, and more personalized itineraries.
In Greece, 40% of travelers have already used some form of AI tool, confirming that artificial intelligence is taking on an increasingly active role in travel planning.
The biggest benefits of AI include saving time, discovering new ideas, finding better deals, and gaining more confidence in travel decisions.
3. One trip, many experiences
Travelers in 2026 are no longer satisfied with a single purpose per trip. According to Booking.com, the trend known as “The Art of the Add-On” shows that people now combine multiple experiences within the same journey—from gastronomy, shopping, and concerts to sports events and visits to friends or relatives.
Food tourism is becoming a major driver of travel, with people seeking local markets, street food, authentic restaurants, and flavors that reflect each destination’s identity. At the same time, sports events are emerging as a strong reason to travel, especially around major competitions and popular sports such as football, basketball, and tennis. Notably, 20% of global travelers plan to include a sports event in another type of trip in 2026, while 64% of Greek travelers say they would travel abroad to attend a football match.
4. Accommodation becomes a top travel priority
Choosing where to stay is now one of the most important parts of the overall travel experience. Accommodation is no longer just a practical necessity, but a key factor in feeling comfortable, safe, and confident in travel decisions.
Beyond price and location, travelers increasingly rely on clear information before booking, including reviews, photos, amenities, and transparent check-in/check-out details. In fact, 68% of Greek travelers base their accommodation choice on reviews from other guests, confirming that trust and transparency remain essential.
5. The journey itself takes center stage
The journey itself is becoming an experience. Road trips continue to grow in popularity as travelers seek more freedom, spontaneous stops, and flexible itineraries. About 43% plan to rent a car in 2026, while more than half say they enjoy the ability to change plans along the way.
At the same time, travel spending is expected to increase this year, with more than half of travelers planning to invest more in travel. This trend is linked to longer holidays, more frequent getaways, and a growing desire for self-reward and quality time.
Content Manager: Ambassador Mykonos Promo Kostas Skagias