Skyscanner has revealed seven major tendencies likely to influence the travel and tourism industry over the year ahead, in its Travel Trends 2026 report. The summary draws on Skyscanner’s proprietary search data, insights from over 20,000 global travellers, and information from trusted partners including AllTrails, Malin + Goetz, Penguin Books, and Reddit.
Overall, according to Bryan Batista, Skyscanner CEO, there is a slight shift away from the shared, collective experience towards the “era of made-for-me travel” with travellers “curating trips that feel more in tune with who they are and what they love.”
1. Glowmads
Beauty regimes are entering the travel equation, with air passengers paying special attention to in-flight skin support and portable skincare. Once at the destination, local beauty products, self-care culture, and must-visit beauty retailers are on the agenda. Online interest in beauty communities is booming, with views of Reddit conversations about Korean beauty standards up a whopping 96%. What’s more, 36% of Gen Z are planning to seek out beauty treatments and skincare stores while travelling in 2026, compared to just 10% of baby boomers.
Skincare Routine Recommendations Please!
byu/Infinite_Feature_306 inKoreanBeauty
2. Shelf Discovery
So-called “supermarket safaris” are increasingly the thing to do on holiday as travellers channel their interest in local food culture away from expensive restaurants and towards the convenience stores that reveal local food habits. Driven by influencers who record themselves doing their everyday shop and picking up intriguing items that are not available back home, travellers are making sure to visit iconic chain stores such as a Lawsons near Mount Fuji in Japan, or 7-Elevens (known to tailor their stock to local preferences), during their time away. It helps them to feel like a local and to save money, they report. Views of grocery shopping conversations in travel subreddits are up 78% year-on-year.
@hangrybynature Team snacks at 7 Eleven, Family Mart or Lawson? 🍘🍡🇯🇵 [ A D ] Next time you’re in Japan, go try some of my personal favourites from each convenience store and let me know what you guys think 😁 @Skyscanner has called it – one of the BIGGEST travel trends of 2026 will be exploring supermarket and conbini shelves for local food culture – and I’m gonna be real – I’m 100% onboard with it. Nothing excites me more about travelling than trying ALL the yummy local foods. #japantravel #shelfdiscovery #tt26 #skyscanner ♬ original sound – hangrybynature
3. Altitude Shift
Nearly three-quarters of travellers (74%) are “considering or planning a mountain escape for summer or autumn 2026,” the report says, and hotel bookings using Skyscanner’s “Room with a mountain view” filter are up 103% globally year-on-year. Peace and quiet was the motivation for 61% of consumers, followed by beautiful remote accommodation (54%) and the possibility of scenic hikes/lakes (54%).
4. Bookbound
Nearly half of travel consumers in the analysis (48%) have already reserved, or would consider, a trip inspired by literature. Hotel bookings using Skyscanner’s “library” filter are up 70% globally year-on-year. Chief brand officer at Penguin Books, Rebecca Sinclair, notes the intrinsic link between reading and travel, saying: “Books open up the world to us, bringing us closer to new places, cultures, and perspectives.” She notes that “books inspire real world journeys, which in turn create the space for people to lose themselves in books.” This trend is perhaps reflected in Time Out’s recent choice of Tokyo’s historic book district as its coolest neighbourhood for 2025.
5. Family Miles
Gen Z and Millennials are “embracing multi-generational travel,” the report finds. It’s a move that helps to keep costs down for 34% of Gen Z adults. Views of Reddit’s family travel conversations have surged 387% year-on-year. Memory-making and the chance to “truly connect” away from the stresses of everyday life were the top two reasons given for family travel.
Do you frequently travel/take vacations with your parents?
byu/meteora109 inMillennials
6. Catching flights and feelings
Dating and catching up with friends are becoming big drivers for travel, with 74% of Gen Z and 63% of Millennials saying they “have gone, or considered going, overseas specifically to meet new people, e.g., for friendship or dating.” This seems to be contradicted by the fact that hotel bookings using Skyscanner’s “solo” filter jumped 83% globally year-on-year, but the firm seems to think that means travellers are looking to find romance on the way. Conversations about dating in travel subreddits have rocketed 492% year-on-year, while 43% of people say they are more open to meeting others when they’re travelling, with 27% attributing it to feeling “freer to be themselves.”
Dating while travelling
byu/Hexiaditrix insolotravel
7. Destination check-in
Accommodation that is a destination in itself is increasingly a priority, with 44% of travellers saying they have picked a destination purely based on the type of place they want to stay.
@handluggageonly This is Forestis Dolomites. You will find it in Brixen in the Alps of Italy and it’s got arguably one of the most incredible views over the area. And it gets even better when you upstairs too. It’s spread across two floors and they think of everything here. The food is also pretty great so make sure you’re booked in for dinner when you stay here too. It’s a feast that goes on for hours. #Italy #Dolomites #ItalianAlps #ForestisDolomites #Travel #BestHotels #HotelTour #RoomTour ♬ Midnight – Muspace
Being able to relax in one place without moving around, finding good value for an entire trip, and getting a “complete escape from everyday life” are important factors, alongside architecture and design, as well as accommodation that gives the feeling of “staying in two places at once.”
