Six Trends that Define Travel and Tourism in 2026

Travel is holding firm, but the rules are changing: a new Industry Snapshot from WARC examines the emerging behaviours and structural shifts shaping the travel and tourism industry in 2026.

WARC’s latest Industry Snapshot explores these changes as part of five key trends in the travel & tourism industry in 2026.

Travel in the context of 2026

Despite ongoing geopolitical uncertainty and inflationary pressures, consumers remain largely uncompromising when it comes to travel. In fact, 84% of people plan to travel the same amount or more in 2026 than they did last year, according to Skyscanner.

But travel behaviour is evolving across every stage of the journey, from what motivates people to travel, to how they plan, who they travel with, and what they do when they arrive.

Six travel & tourism trends

1. More reason, more relevance
   Purpose-led travel is growing, with people planning trips around personal meaning and interests, choosing destinations to fit the purpose.
2. Aspiring luxury segments on the rise
   A younger, less-traditional luxury traveller group has emerged, characterised by their search for selective, value-conscious luxury travel experiences.
3. Discovery journeys fragment
   Consumers are using various channels for travel research instead of relying on a single dominant search engine, with social media and AI chatbots playing a key role for discovery.
4. The changing faces of family travel
   Diverse family structures – smaller households, multigenerational families, and solo dwellers – are driving new patterns in travel planning, booking, and experiences.
5. Secondary destinations gain appeal
   In search of lower prices and unique experiences, travellers are increasingly opting for quieter, lesser-known cities and regions.
6. Mega events set to boost sports tourism
   This year will be notable for sports tourism, with mega‑events and the popularity of fitness-driven travel fuelling further growth.