New Year – new travel trends. Are you already dreaming of your next holiday? But how do you decide? According to a recent survey of 14,000 global travellers, travel now begins with a motivation and not a destination. “Whycations” are just one of the new travel trends that will decide where we end up on holiday this year. If you’ve no idea where to start, read on to find out more.
Deciding not where but why we want to travel
It’s no longer where we’re going but why are we going? And this year holidaymakers will be pondering the why before pressing the button on any booking sites. Travel is now driven by emotions – with the main drivers being the desire to recharge, share hobbies and embrace meaningful experiences.
Why we all need to rest and recharge
As testament to our busy lives, 56% of us go on holiday to rest and recharge – making it the top motivation of this year’s travel trends. This could be simply listening to the sound of the sea, soaking in an outdoor hut tub or forest bathing. furthermore, 37% of us want to spend time in nature to potentially improve our mental health.
Going solo on holiday – one of the key travel trends of 2026
The next surprising trend is that one in four of us plan to travel alone on holiday this year. And 48% of those travelling with others plan to add on solo days at the start or end of their trip. Even those who are travelling in a group, plan to seek out moments of solitude. And the much maligned silent retreats are now actively sought by 57% of American travellers according to a Morning Consult report. Hushpitality is the new buzz word in hotels. Silence really is golden in the travel trends of 2026.
The impact of generational influences on family holiday travel trends
Today’s travel party will take on a variety of sizes as different generations come together to share holiday experiences. There’s now a renewed appreciation of the value of these shared experiences. In fact, 74% of travellers believe this is key to strengthening family bonds.
Travelling with three or more generations is soon to become the norm and more grandparents will depart with just the grandchildren in tow. Children play a pivotal role in holiday planning with 78% of parents claiming that their children inspire them to seek out new travel experiences. This reflects wider travel trends where experiences are valued higher than material gifts according to 86% of families.
The rise of inheritourism
Interestingly, 73% of millennials and Generation Z respondents claim that their travel preferences have been shaped by their parents. It’s no surprise that France’s enduring popularity with UK travellers is due to family holidays across the Channel. Furthermore, 53% of adults travelling with children will have at least one adult child in the party travelling on their parent’s dime. And 59% of travellers agree that whoever pays will be responsible for the travel destination.
Finding your tribe on holiday
20% of travellers cite sporting events and related entertainment as being their key motivation to travel. 63% state they’ve made new friends and one third of travellers plan to enjoy their passions with others on group trips in 2026. A further 31% of travellers are actively seeking groups or communities to join when they travel. Hiking is just one pursuit that’s great to attend with others.
Enduring travel trends: home comforts still count
While we’re keen to expand our horizons through new experiences – home comforts still matter. A whopping 79% of travellers say familiar menu items serve as a source of comfort. This may well explain why I was served up Lurpak butter rather than olive oil on my recent holiday to Greece. Despite the obvious benefits of dining out, 48% of travellers still choose to cook their own meals while abroad. Even more astonishing is the fact that 77% of travellers enjoy browsing local grocery stores. They claim to be seeking out authentic local food and drink offerings but is it really a quest to find HP sauce/?
The new travel trend: curiosity leave
Addressing work-life in-balances is another emerging theme for 2026. 72% of travellers expressed a desire to take additional time off work to explore a hobby or personal passion. 60% also said they would be happy to take an extended break for months or even years to travel. This desire reflects a frustration that three in five travellers feel with their current annual leave allocation does not allow enough time to plan proper holidays. An unsurprising half of global travellers surveyed would take a pay cut in exchange for unlimited leave. Even more alarming is that 44% of workers would be ready to quit their job if they were refused an annual leave request. Take note employers!
In conclusion, we are all being much more intentional with our travel choices in 2026. The need to rest and recharge, seek solitude and connect with others is what gives us the most holiday satisfaction. As the survey points out our holidays are precious and one of the few chances that we get to explore new horizons and really embrace our true selves. Where will you go and what will you do this year? Please let me know in the comments.