THEitineraries built with a specific purpose, chiseled around our passions and to a sense of “it’s worth it” that is totally personal and always legitimate. This is how 2026 travel will look according to Skyscanner’s Next Year Travel Trends report. The leading global flight and holiday search portal has gathered the voices of over 20,000 travelers to track the 7 key trends that will shape the way we explore the world in 2026.
As Bryan Batista, CEO of Skyscanner, explains, a clear picture emerges: «Travel is about to get more personal than ever: whether it’s organizing a holiday around a “destination hotel” unmissable, getting lost in a new book during a reading retreat, integrating a beauty routine in the itinerary or bringing the whole family with you, the journey will always be more refined, rooted and unique”.
The report combines data from Skyscanner with global consumer research and insights from renowned brands such as Reddit, Malin and Goetz, AllTrails and Penguin Books, to identify the seven trends that will shape travel in 2026.
Viggi 2026: the 7 travel trends
1. Beauty rituals that change the way you travel
The gestures dedicated to self-care will not only influence the choice of place to go, but also the very way of experiencing the trip. Already today, almost one in four Italian travelers (24%) take advantage of their holidays to be won over by the local beauty rituals. And more than one in five (22%) already have selected a destination specifically for its cosmetic or skincare offer. Social media also has its weight: 10% admit that TikTok and similar guide beauty choices on holiday.
In 2026, skin care and small wellness rituals will leave the screens to become real daily travel gestures. From in-flight skincare to “pilgrimages” to famous cosmetics stores to bring home cult products, beauty will become an integral part of the itinerary. Seoul will continue to shine as a global beauty icon. However, the trend will be less linked to the “where” and much more to the “how”.
2. Safari supermarket and gastro-tourism
Not just gourmet dinners and tastings. Also a visit to the supermarket is a gateway to food and wine culture local. One in five (20%) already plan to do so on their next trip, while three in ten (30%) do so to find snacks and drinks that are impossible to find at home.
It’s not just a question of savings: for 40%, Shopping is one of the most sincere ways to really understand the tastes and habits of a place. Eating “like a local” now means losing yourself among new snacks and small gastronomic surprises. From vending machines in Tokyo to bread baked in the boiling soil of Iceland, gastro-tourism is reinventing itself: a mix of cultural discovery and little tricks to spend less, without giving up authenticity.
3. The mountains, not only in winter
The magic of the mountains attracts tourists in every season. Almost eight out of ten Italians (78%) are thinking about a summer or autumn holiday on the peaks in 2026, and one in four (24%) prefers less popular locations.
Clean air, cool temperatures (57%) and tranquility (56%) are the reasons that win. And in 2026 we will always aim “higher”: not just slopes, but silence, views and slowness. From the Dolomites to Annapurna, up to the Canadian Rockies, Alpine destinations will attract travelers all year round, also thanks to bookings hotel with “mountain view”which grew globally by 103%.
4. Book-Vacation: that is, traveling inspired by books
According to travel trends 2026, literature inspires more and more departures. 56% of Italians have already booked or would consider one journey inspired by books, authors or literary content discovered on social media. And for many, holidays are also the perfect opportunity to rediscover the pleasure of reading: 58% of travelers say this. 27% dream of visiting an iconic bookstore or library while traveling.
Whether it’s following in the footsteps of the protagonists of the novels, taking a reading break in a retreat surrounded by nature, or discovering the most beautiful bookshops in the world, more and more people are choosing a trip that combines escape, introspection and creativity. Hotels also reflect this trend: the use of the “library” filter has grown by 70% worldwide.
5. Traveling for love (or friendship) among the 2026 travel trends
New connections, true friendships and maybe love at first sight: travel is becoming a bridge between people. 57% of Italians have already left or would leave to meet someone abroad – for friendship or for a date. And one in five (21%) intends to meet new people on their next trip, especially those who want to discover different cultures (27%).
This trend is common to Gen Z and Boomers: a shared desire for authentic relationships, far from “swipe culture”. With evolving dating habits and the emergence of so-called “catch-up friends”, more and more people are turning travel into an opportunity to create real connections: meeting a match in another city, experiencing a date abroad or finding an adventure buddy along the way. Not surprisingly, “only” hotel bookings grew by 83% globally.
6. Family holidays
It is not just an economic question – although 16% appreciate sharing expenses – but above all an emotional one: for 42%, traveling together means creating memories that last. In fact, 20% of Italians have intention to travel with your family including multiple generations. In Travel trends 2026, travel becomes a common ground in which to find oneself, even if it is not always easy: with many young adults still at home, families are looking for creative ways to live experiences that speak to everyone, from grandparents to the little ones.
7. Destination Check-in: leave to sleep in that given hotel
Surprising architecture, immersive designs and unique atmospheres transform hotels into true destinations. And with younger people always looking for “dupe experiences” to talk about on social media, special establishments are redefining what it means to “see the world”—perhaps without even leaving the hotel room.
The structure in which you stay is increasingly important, and the reason is simple: for 21%, good accommodation gives value to the entire trip. Already in 2025, 41% of Italians have chosen a destination specifically for the hotel. One in five travelers (20%) look for accommodations that are as much a part of the experience as the destination.
AI, optimized budgets and social inspirations
With 84% of Italians expected to travel abroad as much or more than in 2025 in 2026, the goal will be to live richer experiences optimizing your budget. In this, AI will be an ally, capable of accompanying the traveler from inspiration to departure, up to real-time support. A true “new operating system” for tourism.
Social media and search engines will continue to guide choices and inspiration, making it easier to discover trendy destinations or intimate and original experiences. At the same time, more and more people they will avoid crowds and peak seasonswhile the weight of overtourism is being felt. But there are also people of habit: more than three out of four travelers (77%) return to the same places for at least 20% of their holidays. In short, same beach, same sea is a refrain that, for some, has not yet gone out of fashion.