Travel trends defining holidays in 2026
Holiday demand remains strong in 2026, even as travellers face higher accommodation and transport costs. According to UN Tourism, international tourist arrivals rose by 4% in 2025, reaching an estimated 1.52 billion worldwide. ABTA’s latest travel trends research also points to changing booking habits, with more people choosing shoulder seasons and alternative transport methods.
As a result, package holidays, city breaks and long-haul adventures look different from the trips many people booked just a few years ago. We’ve outlined other key trends shaping how we travel below.
Flexible planning
Travellers increasingly expect holidays to adapt to their needs instead of the other way around. More tour operators offer customisable holiday packages that let you adjust flight times, hotel categories, transfers, activities and trip lengths before booking.
AI tools are also helping us compare destinations and build itineraries within minutes based on budget, preferred weather and interests. You can then refine those recommendations and combine them with flexible package options from travel providers.
Local experiences
Many holidaymakers want more than run-of-the-mill sightseeing, instead seeking to understand a place through the people who live there. That shift has boosted demand for cooking classes, guided walks, cultural workshops and small-group activities hosted by residents.
Platforms like Airbnb Experiences make it easier to find events that go beyond traditional excursions. You might learn regional recipes from a local host or join a neighbourhood history walk, rather than spending an afternoon following a crowded tour group.
These options create stronger memories by connecting you directly with local culture.
Avoiding peak summer heat
Extreme summer temperatures are influencing adventures across southern Europe. Travellers are choosing destinations that offer milder conditions or shifting their holidays into spring and autumn.
ABTA’s research highlights growing interest in September, partly because holidaymakers can enjoy good weather without the same heat and crowds of peak summer. Coastal regions in northern Spain, the Baltic coast, Scandinavia and higher-altitude hotspots are growing more attractive as people look for comfortable sightseeing and outdoor activities.
Unplugging
Bombarded by constant notifications, more of us are actively seeking opportunities to disconnect, according to the BBC. Hotels and retreats increasingly promote slower-paced stays that prioritise rest and nature.
This trend doesn’t mean abandoning technology completely. Instead, you might set boundaries by limiting work emails and social media use and choosing activities that focus attention on the surrounding environment, like walking coastal paths or national parks.
Have you changed how you travel in recent times? As opportunities for personalisation and alternative places, accommodation and experiences increase, we’re less likely to enjoy the identikit trips of yesteryear.
