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Travel around passions and priorities are some of the Trends Shaping Travel In 2026 by Skyscanner

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  Published in Travel and Leisure on Monday, November 3rd 2025 at 3:54 GMT by Travel Daily Media
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Travel in 2026: What Skyscanner Says About Passions, Priorities and Emerging Trends

Skyscanner’s latest global travel forecast paints a picture of a 2026 travel landscape that is more personal, purpose‑driven and tech‑savvy than ever before. The company’s 2025 “Travel Trends 2026” study, which surveyed 17,000 travellers across 46 countries, highlights four core trends that are reshaping the way people plan, book and experience trips in the coming years. These are: (1) an intense focus on passions and priorities, (2) a move toward sustainability, (3) a surge in digital and experiential travel, and (4) an evolving relationship with technology.

1. Passions and Priorities: Experience Over Ownership

The Skyscanner study found that 72 % of respondents say “experiences” will be the primary factor in their 2026 travel decisions. The younger cohort, particularly Gen Z and Millennials, is less interested in acquiring new products and more eager to invest in memories. This shift mirrors the rise of “micro‑adventures” – short, immersive trips that can be squeezed into a weekend or a month‑long sabbatical.

Skyscanner highlights that travellers are looking for niche experiences that align with personal values. Food, wellness, and cultural immersion are the top three categories. The study reports a 48 % increase in bookings for wellness retreats, a 36 % rise in culinary tours, and a 26 % surge in heritage‑centric trips. The emphasis on passion‑based travel is also reflected in the growing popularity of “purpose‑driven” journeys, where the trip is tied to personal growth, community service or activism.

2. Sustainability: A Non‑Negotiable Standard

In 2026, sustainability will no longer be an optional add‑on. 87 % of the surveyed travellers say they will consider environmental impact when booking, and 61 % are willing to pay extra for greener options. Skyscanner’s data shows that flights with lower carbon footprints, eco‑friendly accommodations, and responsible tour operators are experiencing a measurable uptick in bookings.

The article cites the rise of “green travel” as part of a broader societal shift toward climate responsibility. Skyscanner recommends that airlines adopt more efficient aircraft, hotels expand renewable energy usage, and tourism operators implement waste‑reduction practices. It also points out the role of government policy, noting that several European countries have begun mandating carbon offsets for all domestic flights.

A noteworthy link in the article directs readers to the United Nations World Tourism Organization (UNWTO)’s 2024 Sustainable Tourism Report. The UNWTO report provides detailed metrics on the environmental footprint of tourism, illustrating that a 1‑percent reduction in carbon emissions per traveller could lower global CO₂ emissions by 3 million tonnes per year.

3. Digital & Experiential Travel: Technology Meets Authenticity

Skyscanner’s research shows that 65 % of travellers prefer “tech‑enabled experiences” that blend digital convenience with in‑person authenticity. This includes the rise of AI‑powered travel assistants, voice‑controlled itineraries, and AR overlays that enhance sightseeing. The article notes that 42 % of respondents use virtual reality to “preview” destinations before booking, indicating that immersive technology is shaping decision‑making.

The article’s embedded link to a Skyscanner blog post titled “AI in Travel: A New Era of Personalisation” delves deeper into how machine‑learning algorithms are customizing suggestions based on real‑time data, such as weather, local events, and user preferences. It highlights a partnership between Skyscanner and the open‑source project OpenTripPlanner, which integrates public transport data to provide frictionless multimodal travel options.

Beyond tech, experiential travel is being amplified by a growing trend toward “slow travel” and long‑term stays. Skyscanner reports that 29 % of respondents are planning stays of 4 weeks or more, a 23 % rise compared to 2023. The article links to a Travel Daily Media feature on “The Rise of Digital Nomads” which explains how remote work is enabling longer, more flexible travel.

4. Changing Demographics and the Future of Travel

The survey data indicates a generational shift in travel preferences. While older generations (55 + years) still value convenience and safety, younger travellers are prioritising authenticity, wellness, and sustainability. Skyscanner suggests that brands need to adapt to this shift by creating segmented marketing strategies. For example, marketing packages that emphasize “self‑care and community engagement” resonate strongly with Gen Z, whereas “family‑friendly heritage tours” appeal more to the baby boomer cohort.

In addition to generational differences, the Skyscanner study shows a marked increase in cross‑border leisure travel. 78 % of respondents say they are more likely to travel to another country for a short vacation, a 12 % increase over the previous year. The article links to a World Bank report on the economic impact of international tourism, highlighting how cross‑border leisure spending contributes approximately $800 billion to the global economy.

Key Takeaways

1. Experiences Matter Most – 2026 travellers will choose trips based on passion and purpose, rather than material acquisition.
2. Sustainability Is Essential – Green options will dominate the market, with consumers willing to pay a premium for eco‑friendly travel.
3. Technology Will Drive Personalisation – AI, AR, and immersive previews will become standard tools in the booking process.
4. Demographic Shifts Require Adaptive Marketing – Brands must tailor experiences to specific age cohorts and value systems.
5. Longer Stays Are Rising – The shift toward digital nomads and flexible work arrangements is driving longer, more immersive trips.

Skyscanner’s 2026 forecast calls for the travel industry to embrace these trends proactively. By aligning product offerings with travellers’ passions, upholding sustainability, leveraging technology for deeper engagement, and understanding demographic nuances, businesses can secure a competitive edge in a rapidly evolving market.