Travel budgets are rising—and so are expectations. Gen Z and Millennials are reshaping how destinations are chosen, artificial intelligence is transforming trip planning, and wellness travel is entering a new phase of growth. Together, these shifts are redefining the global travel landscape—and forcing the industry to rethink its growth strategies.

So where are travelers headed next, and how are they getting there? The Global Travel Trends 2026 report, based on insights from more than 10,000 respondents across ten key markets—including China, India, Saudi Arabia, France, the UK, and the US—captures the forces shaping the next chapter of travel. Spanning generations from Gen Z to Baby Boomers, the findings reveal how people are discovering, booking, and experiencing travel in fundamentally new ways. Below are five trends set to define 2026.

The takeaway is clear: today’s traveler is more digital, more selective, and more willing to spend. In 2026, the winners will be those who turn insight into action.

1. Young travelers are driving growth

Gen Z and Millennials are rewriting the rules of travel. Nearly 60 percent took two or more trips lasting at least five nights in 2025, with 57 percent of Gen Z and 55 percent of Millennials opting for international destinations. By contrast, fewer than half of older travelers took multiple holidays, and most stayed closer to home.

These younger generations are poised to be the primary growth engine in 2026, allocating an increasing share of household budgets to travel. Holiday spending has already risen by 4 percent since 2024. Two-thirds of Gen Z and Millennials plan to increase their travel budgets next year, with 19 percent of Gen Z and 15 percent of Millennials expecting to boost spending by more than 20 percent. Among older travelers, only around 35 percent plan to do the same.

While older travelers still spend roughly 30 percent more per trip on average, growth is being fueled by younger travelers through higher travel frequency and larger total budgets.

2. AI becomes the new travel planner

Artificial intelligence is rapidly becoming embedded in the travel experience. In 2025, 42 percent of travelers used AI-powered tools—such as ChatGPT or Copilot—to plan itineraries. Another 33 percent relied on AI for translation, while 31 percent used it for travel search.

Adoption is strongest in Asia and the Middle East. In China, 81 percent of travelers used AI for holiday inspiration, followed by Saudi Arabia (76 percent), India (71 percent), and the UAE (64 percent). Europe lags behind, with usage at just 24 percent in France and 26 percent in the Netherlands, reflecting slower integration—and perhaps a more traditional approach to travel planning.

Digital-native generations are leading the shift: more than 60 percent of Gen Z and Millennials use AI for planning or inspiration, compared with 10 to 44 percent among older age groups.

The appeal lies primarily in efficiency. Fifty-eight percent of users value instant responses, while 56 percent say AI makes planning faster. Another 43 percent appreciate discovering new recommendations. Dissatisfaction tends to stem from inaccurate responses (52 percent), generic suggestions (47 percent), and limited contextual understanding (38 percent). Few cite complexity or outdated technology, underscoring the user-friendly nature of current platforms.

3. Social media continues to shape travel dreams

Social media remains a powerful force in travel inspiration—particularly among younger travelers. More than 55 percent of Gen Z and Millennials say influencer content plays a role in deciding where to go. Travelers over 45, however, are far less influenced by social platforms.

As with AI adoption, the impact is strongest in mobile-first markets. In India, 70 percent of travelers cite social media as a key source of inspiration, followed by 65 percent in the UAE. In Europe, by contrast, more than half of travelers say social media does not influence their travel decisions.

Importantly, digital inspiration is increasingly translating into real-world travel. Around one-third of Chinese travelers and nearly 30 percent of Indian travelers have visited destinations they first discovered on social media. Broadly speaking, Asian travelers tend to seek novelty, while Europeans are more likely to return to familiar favorites.

4. Wellness travel grows—at a premium

As health and wellbeing climb higher on the travel agenda, wellness-focused trips centered on nature, fitness, mindfulness, and rest continue to command premium pricing. High-income travelers dominate the segment: 44 percent took a wellness trip in 2025, compared with 21 percent of lower-income travelers.

The trend is set to continue in 2026. Fifty-eight percent of high-income travelers are actively planning a wellness-focused holiday, versus 26 percent among lower-income groups. Wellness travel has become as much a signal of self-investment as it is a form of escape.

Younger generations are expanding the market. Nearly half of Gen Z and Millennials plan to book a wellness trip next year, pointing to growing demand beyond the traditional luxury audience. This presents an opportunity for providers to introduce more accessible wellness formats without sacrificing exclusivity.

Awareness and uptake are highest in Asia and the Middle East, particularly in India, the UAE, and Saudi Arabia. In France and the Netherlands, however, half of respondents remain unfamiliar with wellness travel.

Travelers in the US, Asia, and the Middle East are willing to pay more than 30 percent extra for premium experiences, with younger generations showing the strongest appetite—sometimes paying up to 36 percent more.

5. Support for overtourism controls gains momentum

Overtourism has become a growing concern, not only for local communities but for travelers themselves. Since 2024, there has been a seven-point increase in travelers who say they would avoid a destination due to overcrowding—suggesting many have already felt its effects firsthand.

The leading concerns are excessive visitor numbers and insufficient amenities, while worries about rising prices have eased slightly. Environmental and cultural impacts, while present, rank lower than might be expected.

At the same time, travelers are increasingly supportive of measures designed to improve their experience. Off-peak travel incentives are the most popular, backed by 46 percent of respondents, while timed-entry systems have nearly doubled in approval to 44 percent.

Support for financial controls is also growing. Tourism taxes are now endorsed by 28 percent of travelers, and higher accommodation prices by 24 percent—signaling a shift toward seeing crowd management not as a restriction, but as a way to protect destinations and enhance the quality of travel.