Travel with purpose becomes the new luxury
Skyscanner’s 2026 report shows travelers swapping checklists for meaningful, personalized experiences
Skyscanner’s Travel Trends 2026 report reveals that travelers are increasingly designing trips around personal passions and emotional experiences — from beauty rituals and literature-inspired itineraries to solo adventures and family journeys. The study highlights seven key trends that illustrate how travel is becoming more intentional, personalized, and socially driven.
Key takeaways
- Beauty as travel inspiration: 27% of UK travelers plan to explore destinations known for their local beauty cultures, turning wellness and skincare routines into travel experiences.
- Supermarkets over fine dining: Culinary tourists are heading to local grocery stores and markets instead of restaurants, seeking authentic, everyday flavors.
- Mountains beyond ski season: Year-round alpine escapes are growing in appeal, with a 103% rise in hotel bookings featuring mountain views.
- Literary wanderlust: A 70% increase in searches using the “library” filter shows that travelers are inspired by books and stories when choosing destinations.
- Solo travel for connection: 83% more travelers are booking solo trips — not for solitude, but to meet new people and form meaningful bonds.
- Family togetherness on a budget: Multi-generational travel continues to rise, balancing cost-consciousness with shared experiences.
- Hotels as destinations: 27% of travelers now choose hotels as the centerpiece of their trips, seeking stays that define the journey rather than support it.
- Smarter, curated travel ahead: 84% plan to travel as much or more in 2026, using AI and social platforms to craft richer, more intentional journeys.
Get the full report at Skyscanner