Travel Trends 2026: Holidays will be all about who you are, not just where you go

Travel is shedding its one-size-fits-all mold. In Booking.com’s 10th annual predictions report, The Era of You, more than 29,000 travellers across 33 countries and territories revealed that 2026 will be a year of journeys that mirror who people are, not just where they go.

Here are six of the standout trends from the report, showing how travellers are defining new codes for rest, adventure, and escape.

1. Romantasy Retreats: Escaping Into Enchanted Worlds

The fantasy genre isn’t just for books anymore. In 2026, travellers increasingly want to step into the realms of castles, mystical forests, masquerade balls and fairy-tale storyscapes. According to Booking.com:

• 71% of travellers say they’d be interested in visiting destinations inspired by romantasy.


• Over half (53%) are open to role-play retreats based on favourite fantasy books, films, or games.


• Technology is helping to fuel this trend: 78% are interested in AI-powered suggestions — matching fantasy aesthetics, identifying filming locations, or finding secluded “storybook” lodging.

2026 isn’t just about relaxing—it’s about discovering. Many are viewing holiday time as an opportunity to test dynamics in relationships, whether romantic, platonic or professional.

• 69% of travellers said they would take a trip with someone new (or relatively new) to see how well they click.


• Travellers are embracing scenarios that push comfort: remote settings, language barriers, budget constraints, or even swapping roles in planning the trip.

Say goodbye to tacky fridge magnets. Souvenirs in 2026 are about personality, craft, story, and taste.

• 68% of travellers would consider buying kitchenware, pantry items or design-led souvenirs — artisan oil tins, hand-painted spice jars, regional ceramics — as meaningful keepsakes.


• Over a quarter say edible souvenirs help recreate memories every time they cook.

Wellness travel gets a glow-up—literally. 2026 travel looks set to be as much about skin health, mood, rest, and bio-aligned wellness experiences as about scenery.

• Nearly 80% of travellers are open to a dedicated glow-cation, with skin and wellness treatments tailored to their unique needs.


• 59% would even use AI tools to help pick destinations suited to their skin or environmental factors.


• Sleep, rest, and climate adaptation also feature heavily: hydration stations, smart mirrors, circadian lighting and other tech are on travellers’ radar.

After years of overstimulation, many are looking for calm, connection with nature, and slower rhythms.

• 43% of travellers say they would vacation specifically to feel closer to the natural world. For Gen Z the number is even higher.


• Quieter pursuits—birdwatching, foraging, insect spotting—are rising in interest.

Milestones are no longer only life’s big moments. Booking.com found that even minor personal victories are becoming reasons to travel.

• Two-thirds (67%) of travellers believe spontaneity is enough reason to go on holiday.


• 75% think they deserve a vacation simply for having worked hard all year.

Booking.com also lists several destinations lining up with these trends. Some cities that embody multiple trend elements include:

• Bilbao, Spain – for its art, architecture, and unique cultural stays.


• Guangzhou, China – especially for its food, local craft, culinary culture, and atmosphere.


• Kochi, India – blending spirituality, tradition, natural beauty, and art.