Booking.com reveals 10 trends that will shape travel and accommodation success in 2026.
Booking.com presented the results of its large global study, which includes over 29,000 passengers from 33 countries, and discovered 10 key trends which will affect travel – but also how accommodation providers will need to adapt to remain competitive in 2026.
The main message of the research: Travel is becoming more personal than ever, and guests are looking for experiences that reflect their interests, style, and values.
1. Escape into romantic and fantastical worlds
Travellers want destinations that are reminiscent of novels, games and fantasy worlds.
71 % They want to visit locations inspired by romance and fantasy, and more than half dream of a trip based on their favourite game or story.
2. Technological homes and robotic hosts
2026 is the year of the tech-residence.
Travellers want smart homes, automated processes and – surprisingly – robot hosts.
77 % They would openly book accommodation with robotics and smart devices.
3. Trips that test relationships
There is an expectation of an increase in travel to isolated destinations and challenging trips – limited internet, smaller budgets, language barriers.
Passengers want to check how compatible they are with partners, friends or colleagues.
4. Gourmet souvenirs instead of magnets
Instead of classic souvenirs, guests are increasingly buying local specialities, designer kitchenware, and edible products they can take home.
5. Road trip in a social version
It's time to grow up shared rides.
Passengers want flexibility, spontaneity and new acquaintances – even 84 % They are willing to share a car during the journey.
6. Astrology-led travel
Astrological apps and spiritual advice are becoming part of the planning process.
Almost half of travellers choose or change destinations according to their horoscope or the phases of the Moon.
7. “Glow-cations”: holidays dedicated to skin and wellness
Wellness in 2026 is shifting towards personalised beauty programmes.
Travellers are increasingly seeking circadian-light rooms, movement analysis, personalised fitness and skin treatments.
8. Quiet and Natural Experiences
Guests are looking for accommodation that offers peace, contact with nature, and activities such as herb picking, bird watching, or fishing.
Nature is becoming the main motive for travel.
9. Nostalgia and a return to one's roots
Travellers want to take their family to places that evoke memories, recreate old photographs, or visit locations connected to their own history.
10. Personal mini-celebrations and spontaneous trips
The reason for the trip is no longer necessary – a new hairstyle, a new phase of life, or simply the feeling of deserving a break.
Spontaneity and last-minute bookings will continue to grow.
Booking.com concludes: 2026 is the year of authenticity and personal experiences, and entities that adapt in time will be among the biggest winners.
