TOP 2026
TRAVEL TRENDS
AND OPPORTUNITIES FOR MARKETERS
From nighttime adventures to mega events and AI, here's what to expect in 2026.
$731
billion
estimated global bleisure market size by 2032
Source: SKIFT
$1.69
trillion
forecasted global
business travel spending
Source: GBTA
01
THE CONVERGENCE OF BUSINESS AND LEISURE CONTINUES
As business travel grows and tourism stakeholders continue searching for opportunities to drive off-peak demand, 'blended' or 'bleisure' travel is set to continue gaining momentum in 2026.
From the rise of digital nomadism to corporate business trips extending into weekends or corporate business travelers seeking me-time during duty trips, the boundaries of business and leisure travel have already started blurring. In 2026, 'blended' or 'bleisure' travel is set to continue gaining momentum as business travel grows and tourism stakeholders respond with features designed to accommodate this trend: From soundproofed coworking spaces and private pods in Hotels, to airlines offering generous stopover programs turning a flight connection into a mid-trip vacation without extra ticket costs.
02
OFF-PEAK TRAVEL REACHES NEW HEIGHTS
Faced with overtourism headlines and more restrictive tourism policies, travelers are embracing total flexibility in location and timing to avoid the crowds.
National efforts like Spain’s Tourism Strategy incentivizing interior tourism, Japan’s decentralization campaigns and local initiatives like Venice’s entry fees are already aiming at making 'off-season' and ‘off the beaten path’ travel the new industry standard, rather than a second choice. The next big shift in 2026 could be ‘off-peak hours’. What started as niche activities - like night jungle walks in Costa Rica, night market experiences in Asia or exclusive after-hours museum tours in Europe - could possibly evolve into ‘Nocturism’: A wave of nighttime-focused tourism driven both by a desire to avoid the crowds, and rising daytime temperatures. While stargazing retreats and 'astro-cruises' to chase northern lights are already a reality, rare events in 2026 like the Total Lunar Eclipse on March 3 and the Total Solar Eclipse on August 12 could provide further opportunities for destinations and travel companies to market the night as a new attraction -for example, with 28-day solar eclipse cruises around Scandinavia selling at 6,500€+ /person.
34%
of travelers say they actively seek out quieter destinations
Source: Skyscanner
25-39%
say they received incorrect information from AI
Source: Amadeus / Skyscanner
15-18%
of travelers use genAI to find inspiration
Source: Phocuswright, Tourism Economics
03
THE AGE OF (PRE)DISCOVERY
As global AI adoption grows, its role in travel planning will become more pinpointed -becoming a new layer in the discovery funnel, rather than a replacement for existing sources of inspiration.
With more travelers turning to tools like ChatGPT and Gemini to architect their journeys, an increased usage has led to a critical phase of "on-the-ground" verification, which exposed a rise in reported inaccuracies potentially eroding user trust, like outdated data or cross-border search results inconsistencies.
Consequently, 2026 travelers are likely to consider AI as a tool to "light the spark" of inspiration, while simultaneously reverting to traditional sources like word-of-mouth, video content, and social media to verify sensitive itinerary details. This shift might be significant especially for marketers because -while providing precious opportunities for increased visibility- AI search could create "duplicate traffic" rather than cannibalizing existing channels, as users use AI to brainstorm before returning to traditional channels to book.
04
REDEFINING THE 'STANDARD' TRAVEL UNIT
For decades, the leisure travel industry was architected for rigid categories: the "nuclear family," the "couple," and the "group." But as we enter 2026, these boundaries continue dissolving.
While multi-generational and ‘skip-gen’ trips - where grandparents, parents, and children travel together- dominated industry headlines last year, they possibly functioned more as a catalyst for questioning old norms than as a lasting revolution. As we move into 2026, the definition of the travel unit is expanding into a new direction -this time to include our non-human companions. Driven by a growth of the global pet industry, tourism stakeholders are moving beyond mere "pet-friendly" policies toward full-scale integration: From hotels introducing dedicated canine concierges, to new rules allowing large dogs in the passenger cabin of airplanes in Italy.
Following the solo travel boom, will this trend represent the final collapse of the ‘standard’ travel unit?
48%
of travelers will add solo travel days to their family itineraries
Source: Hilton
Hotel Rates surging
328%
on average during the FIFA World Cup
Source: NY Times
Transatlatic fares growing
2x
on average during the FIFA World Cup
Source: Google Flights / Hopper
05
THE YEAR OF MEGA-EVENTS
2026 will be a year of mega sports events: This means massive opportunities for tourism stakeholders -and challenges for travelers.
Tourism stakeholders view 2026 as a monumental economic opportunity. With the 2026 FIFA World Cup expecting a record 6.5 million fans and the Winter Olympics forecasting 1 million visitors, local businesses and hospitality providers anticipate record-breaking revenue. This influx allows host regions to showcase their infrastructure on a global stage, though the sheer scale of the events requires careful management to handle the intense, concentrated demand.
For travelers, however, these spectacles bring logistical hurdles and rising costs. As hotel rates and airfares spike, a 'crowding out' effect could emerge as a likely scenario. Casual tourists might choose to avoid the congestion entirely, potentially shifting their focus toward 'destination dupes' or quieter secondary cities to escape the hyper-inflation.
ABOUT ME
HI, I'm Edoardo - as a certified marketer, former leader in Travel/Tech and passionate innovator, I specialize in marketing and commercial innovation consulting and insights.
In my career I've driven 7-figure marketing initiatives and contributed to 9-figure commercial targets, working with global brands like Booking.com and Qatar Airways and obtaining professional certifications.
Today I help leaders in Travel and Hospitality accelerate commercial impact with strategy consulting and insights; I also mentor traveltech entrepreneurs, publish resources like the 2026 Top Travel Trends report or the AI in Travel Marketing Playbook and attend global events like ITB Berlin and WTM London.