Travel booking platform Skyscanner has published its 2026 Travel Trends report, highlighting a shift towards experience-led travel driven by personal interests rather than traditional sightseeing.
The report, based on surveys of over 20,000 global respondents and data from Reddit and Penguin UK, identifies several trends relevant to hospitality and visitor experience operators.
Hotels are increasingly becoming destinations in themselves. 61% of Gen Z respondents said they chose travel destinations based solely on accommodation, prioritising design and narrative over proximity to landmarks.
Beauty tourism is gaining ground, with travellers building itineraries around skincare products and local cosmetics. Travel planning on beauty forums has risen sharply, suggesting potential for airports, resorts and museums to integrate retail and wellness experiences.
Food-focused travel is shifting away from fine dining towards “shelf discovery”, exploring local supermarkets and corner shops as cultural destinations. The trend points to opportunities for food halls and concept stores that reflect regional identity.
Literary tourism is also growing, with searches for “library” hotels increasing. Travellers are using books as the basis for trip planning, creating potential for narrative-based environments and author collaborations.
Solo travel continues to rise, but motivations are changing. Nearly 40% of solo travellers now cite social interaction as a core reason for travelling alone, creating demand for curated social experiences in shared spaces.
Multi-generational travel is also increasing, with young adults travelling with parents or extended family for shared experiences and practical support, not just cost reasons.
The report suggests travel in 2026 is driven less by escape and more by alignment with personal lifestyle and interests.
