Travel in 2026 Leans Toward Meaning and AI, New Report Shows
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A new global report from Trip.com Group and Google, titled “Why Travel?”, reveals a significant shift in traveler priorities for 2026, with experiences and purp...
A new global report from Trip.com Group and Google, titled “Why Travel?”, reveals a significant shift in traveler priorities for 2026, with experiences and purpose taking precedence over traditional itineraries. The analysis combines Trip.com’s booking data with Google’s search insights to identify five emerging themes redefining the industry.
Key trends highlight how travel is becoming more intentional and technology-driven. For example, searches for “golf & spa resorts” and “ski & spa” packages grew by 300% and 250% year-over-year, reflecting demand for wellness blends. Meanwhile, cultural immersion is rising, with searches for “Japanese tea ceremonies” increasing 53%.
Social media and livestreams also influence bookings—over 75% of travelers in Thailand, Indonesia, and India watch travel livestreams, with many booking directly via links. In addition, AI is becoming a travel “co-pilot”: searches for “Help planning my trip” rose 190% as tools like Google’s Gemini assist in planning.
According to Han Feng, Vice President of Trip.com Group, “Travel in 2026 will be more than movement; it’s about meaning”. The study also notes shared experiences, such as concerts and sports events, are driving travel, with two-thirds of travelers willing to go abroad for concerts.
This evolution signals a broader move toward travel shaped by expression, connection, and technology.
