Skyscanner reveals travel trends for 2027.
New research from Skyscanner shows that interest in travel continues to grow, but travelers are choosing more carefully what they spend their money on. Artificial intelligence is increasingly being used to plan trips, but fewer users trust its recommendations than last year.
Global travel searches on the Skyscanner platform increased by 17% year-on-year, while as many as 82% British travelers plan to travel the same or more during 2027. The results are part of the Travel Trends 2027 report, based on data from searches and surveys of more than 28,000 travelers worldwide.
Although demand remains strong, buying criteria are changing. Travelers want quality experience, transparent prices and security that they got the best possible value for their money.
Less additional costs, more attention when booking
According to the British part of the survey, 60% travelers expect their budget for flights and accommodation to remain the same or increase. However, only 15% plan to upgrade their hotel room, compared to 29% last year. The same applies to additional luggage, which only 10% respondents intend to pay for, while last year this proportion was 22%. On the other hand, travel insurance remains a priority for 38% travelers, and trips and activities would be paid for by 32%.
Artificial intelligence attracts users, but loses trust
The attitude of passengers is particularly interesting Artificial intelligence. Globally, 28% respondents use AI for destination research, and 22% for comparing flights and accommodations.
However, only 35% British travelers trust AI recommendations when planning and booking their trips, compared to 46% a year earlier. The greatest concern is with the accuracy of the information, while some travelers fear that they will have no one to turn to if something goes wrong.
For travel agencies, this is an interesting signal. Technology can speed up the sales process, but expert advice, reliable information, and accessible customer support remain important when making the final decision on a reservation.
Seven trends that will shape travel in 2027.
Skyscanner highlights seven new travel patterns, including digital detox (Signal Severance), trips inspired by history and film locations (Grand Odysseys), active holidays focused on fitness (Gym-cation), and trips motivated by music events (Sound Bound).
Additionally, the purchase of products available only in a specific destination, joint pre-wedding trips, and choosing destinations based on favorable exchange rates (Currency Chasers) are highlighted.
Meanwhile, 26% respondents have already changed their destination due to a more favorable exchange rate, and among Generation Z this figure reaches 45%.
Which destinations are chosen
As many as 36% respondents are considering quieter destinations near popular tourist centers, while 29% plan to visit favorite places outside the peak season.
Such preferences open up space for the promotion of lesser-known destinations in Croatia, Slovenia, Montenegro, and the rest of the region, especially through themed arrangements, active tourism, and local experiences.
However, this is an international study with a large proportion of data from the British market, and it should be taken into account that the study shows a trend dominant for that market, but for all of us who follow other trends in tourism, the data are significant. In fact, the message is completely practical and well-known: competitive pricing attracts attention, but clear offering, trust, and the real value of the experience can decide who will get the reservation.
