8 Travel Trends for 2026: What Travelers Want (and How To Reach Them)

Whether you’re a travel business looking to attract more bookings or a marketer planning campaigns, understanding what travelers want in 2026 is essential. This guide covers 8 travel trends split into two categories: How people are traveling differently, and how to market to them.

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Travel industry trends to expect in 2026

The travel industry is embracing these rapid transformations with the shift in consumer behavior and technological innovations. There has been a growing desire for more localized experiences, as travelers want to find more connections to nature and authentic cultures.

Here, we will explore the top travel trends that will define 2026. Jump to a trend that relates to you:

2026 travel industry trends

• 1. Slow travel and workcations
• 2. Remote destinations and “off-the-grid” adventures
• 3. Sustainable tourism trend for 2026
• 4. Tech-enhanced travel experiences

1. Slow travel and workcations

Remember when everyone was doing “staycations”? Instead of traveling, they were using vacation days to stay at home. Well, now it appears that the new trend is to go traveling but taking the laptop with you.
With the rise of remote work, more and more employees are doing workcations.

Workcations combine leisure trips with the ability to work from anywhere. Without the limit of vacation days, workcation travelers can incorporate slow travel into their plans. Tourists can spend extended periods in a single destination to fully immerse themselves in the local culture and lifestyle.

Another term for a workcation is bleisure travelling. Bleisure is a combination of business trips with leisure activities. Business travelers will look for ways to extend their trips by adding  personal time either at the end or beginning of their business stay.

Top tip:

Consider creating packages that cater to remote workers by offering extended stay options with access to reliable Wi-Fi, quiet workspaces and local experiences. You can highlight destinations that allow travelers to explore at a leisurely pace. As the cherry on top, offer long-term rentals and complete cultural immersion programs.

2. Remote destinations and “off-the-grid” adventures

There always seems to be a sway back and forth with this travel industry trend. For a few years, it was all about being remote, then for a few years, it was all about visiting cities and having urban experiences. In 2026, we are going back to remote.

Travelers are seeking solitude, adventure, and connection with nature, away from the usual crowded tourist traps. Think destinations like secluded islands, rural mountain towns, or wilderness retreats. This trend also has become popular with the rise of videos and photos on social media of these sunny, far to reach spots.

Top tip:

Curate adventure travel experiences that focus on remote destinations. Strongly emphasize exclusivity and unique access in your marketing campaigns. Activities that you can highlight include hiking and camping, which appeal to travelers seeking peace and privacy. One of the big hooks is that it’s an escape from digital life and offers visitors a “digital detox.”

3. Sustainable tourism trend for 2026

There has been a global push for sustainability in most industries, including travel. In fact, 74% of travelers are willing to pay for sustainable trips, with 78% of millennials preferring to spend money on experiences. Eco-conscious travel is gaining more traction, but for 2026, it will be pushed even further. Regenerative travel is the new buzzword on the block.

But what does that mean?

Regenerative travel is when tourists actively contribute to the well-being of the destinations they visit. Travelers from all over the world are expected to look for experiences that will support the local communities, restore natural environments and promote cultural preservation.

Top tip:

Highlight sustainable practices in your marketing and offer packages that involve community projects. Other areas that you can offer these clients are wildlife conservation or eco-friendly accommodations. Consider partnering with local businesses to prompt regenerative tourism activities, such as tree planting or cultural exchanges.

4. Tech-enhanced travel experiences

Technology will play a key role in travel industry trends. AI-powered virtual assistance and contactless services will become more prevalent as travelers seek conveniences and personalized experiences. The use of biometric technology for security and seamless check-ins will also slowly become mainstream. The result will be a smoother, more efficient journey for travelers who have access to these new technologies.

Top tip:

If you are looking to enhance your customer experiences, consider getting digital solutions within your business. You can use AI chatbots for customer services or use immersive destinations previews. Staying ahead digitally will also mean that you stay ahead of your competitors.

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Travel marketing trends for 2026

As the travel industry adapts to the new normal, travel marketing strategies must evolve with it. Check out these emerging travel marketing trends that create exciting opportunities for growth.

Here are the top travel marketing trends for 2026:

2026 travel marketing trends

• 5. Hyper-personalization for travelers
• 6. Video marketing
• 7. User-generated content (UGC)
• 8. Social media SEO

5. Hyper-personalization for travelers

AI tools are making it possible to deliver highly personalized travel recommendations, itineraries, and even marketing messages to your clients. Each one is tailored to your client’s individual preferences and behavior. In 2026, you can expect AI to grow and further enhance technologies to take personalization to the next level, with more offerings and precise targeting for every step of your customer journey.

Top tip:

Start now and leverage your marketing campaigns, from social media ads to email content. Use your customer data to create segments and hyper-personalized offers that align with their interests and book history.

6. Video marketing

Did you know that visual content, such as videos and immersive virtual reality (VR), gets 94% more views than text-only content? VR experiences and video allow potential travelers to explore destinations digitally, before booking the ticket. Immersive content such as 360° videos and virtual tours will become key tools for travel marketing in 2026,

Video marketing also includes YouTube and social media sites like TikTok and Instagram. With these growing travel marketing trends, inspire your clients and followers by creating engaging videos and content about travel destinations.

Top tip:

If you want to really knock the sock off your clients, create virtual tours with engaging video content in your marketing strategies. Invest in VR technology and offer customers tours of cultural experiences that showcase destinations. Travelers will get a taste of what you are offering and make more informed decisions.

7. User-generated content (UGC)

There is a lot of fraudulent information out there, with influencers, traveler blogs, and vloggers all using AI and Photoshop to enhance their photos for engagement likes. But there is a positive spin on this, as it does mean an increase in user-generated content from regular tourists.

Genuine and authentic tourists sharing their experiences, videos, reviews, and photos on social media and other online platforms will influence the purchasing decisions of potential travelers. Those who have an honest reputation, authenticity, and trust with their followers will convert them into potential travelers to those destinations.

Top tip:

Encourage customers to share their experiences on social media and tag your brand. Feature authentic traveler photos and reviews in your marketing. Partner with genuine travelers (not just polished influencers) whose authenticity resonates with their followers.

8. Social media SEO

Social media SEO is becoming essential for travel brands as social media platforms are becoming the new search engines. Travelers, especially Gen Z, are bypassing Google and searching directly on TikTok and Instagram for destination ideas, hotel reviews, and travel tips.

35% of millennials and 46% of Gen Zs opt for social media search engines over traditional search engines. This shift means travel brands need to think about discoverability on social platforms the same way they think about traditional SEO.

Top tip:

Optimize your social content for search by using relevant keywords in captions, on-screen text, and hashtags. Create content that answers common traveler questions like “best restaurants in [destination]” or “things to do in [city].” Consistency matters. Post regularly so your content surfaces when travelers are researching their next trip.

FAQs about 2026 travel trends

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Turn these travel trends into bookings with WebFX

Travel trends give you a roadmap for where the industry is heading and how to connect with the travelers you want to reach. But knowing the trends is only half the equation. You need marketing strategies that turn insights into bookings.

With over 30 years of digital expertise, WebFX has generated more than $10 billion in revenue for tourism and hospitality businesses like yours. From SEO and paid advertising to social media and content marketing, we help travel businesses attract, engage, and convert travelers.

Start attracting more travelers today. Contact us online or call 888-601-5359 to speak with a strategist about our industry-leading digital marketing services.

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