Eight Trends Shaping Experiential Travel in 2026 Identified by Accor and Globetrender

Accor and trend forecasting agency Globetrender have identified eight key trends that will shape experiential travel in 2026, emphasizing the growing importance of emotional experiences, authenticity, and personal connection in how people choose and enjoy travel.

Accor, through its ALL Accor booking platform and loyalty program, has partnered with Globetrender to release a report outlining eight major trends expected to redefine experiential travel by 2026. The findings are based on an international study that analyzed the behaviors of thousands of travelers across nine countries, including France, Germany, the UK, the US, Brazil, Australia, China, India, and the UAE. The research combined foresight analysis, qualitative research, and quantitative data, including a 2025 survey of 4,300 travelers conducted by Dynata.

The report highlights a significant shift in travel motivation, with 25% of travelers preferring to start their search based on mood rather than location. This reflects a broader move toward valuing emotional impact and personal fulfillment over traditional geographic or material considerations.

The Eight Trends and Their Associated “Vibes”

The study identifies the following eight trends, each tied to a specific emotional state or “vibe”:

Endorphin Economy (Awe): Travelers are increasingly seeking intense, awe-inspiring experiences, particularly through live events such as concerts, sporting events, and festivals. According to the study, 89% of travelers say live events make travel worthwhile. The report highlights how loyalty programs now provide access to such experiences, transforming loyalty points into “emotional passports.”

Hyper Playgrounds (Joy): There is a growing demand for immersive, multisensory, and playful environments that provide an escape from daily routines. Experiences such as interactive museums, escape rooms, and unique dining events are gaining popularity. The study notes that 31.5% of travelers seek hotels with bold or playful designs, and 43% are interested in high-concept restaurants featuring performative elements.

Portable Lifestyles (Liberty): Remote work and hybrid work arrangements have fostered a desire for travel that does not disrupt daily routines. The report states that 95% of travelers consider it important to maintain aspects of their usual lifestyle while traveling. This includes work, fitness, eating habits, wellness rituals, and even traveling with pets. Hotels are responding with flexible workspaces and pet-friendly services.

Social Wellness (Connection): The need for social connection is influencing how people approach wellness and health during travel. The study found that 84.5% of travelers seek deeper connections with others, and 59% associate well-being with shared experiences. Hotels are adapting by offering group wellness activities, social spa experiences, and events designed to foster interaction.

Memory Lanes (Nostalgia): A significant proportion of travelers (87%) report nostalgia for a less digital, more “real” era. Many are overwhelmed by constant connectivity and seek travel experiences that evoke the past, such as historic hotels or activities that recall simpler times.

Earth Syncing (Serenity): Travelers are increasingly seeking to reconnect with nature and its natural rhythms. The report notes that 69% have planned trips around seasonal natural phenomena, such as cherry blossoms or the Northern Lights. Hotels are offering experiences focused on nature immersion, slow living, and mindfulness.

Unfiltered Journeys (Surprise): There is a growing preference for authentic, unplanned travel experiences. The study found that 63.5% of travelers avoid destinations considered overexposed, while 82% prefer advice from locals. The use of technology, including AI, is shifting toward streamlining logistics to allow more time for spontaneous exploration.

Points Maxxing (Prestige): Loyalty programs are evolving to offer access to exclusive experiences rather than just traditional rewards. According to the report, 72% of travelers value unique or unforgettable experiences in loyalty programs, and one in three members uses points for exceptional experiences, such as backstage access at events or special hospitality packages.

Changing Motivations and Industry Response

The report underscores a fundamental change in travel motivations, with experiences and emotions taking precedence over material accumulation. Accor representatives state that their focus is on understanding and responding to these shifts, using a combination of human insight and technology, including artificial intelligence, to create more personalized and meaningful experiences for guests.

Implications for the Travel Industry

The identified trends suggest that travel providers will need to adapt by offering more emotionally resonant and flexible experiences. This includes curating events, designing playful and immersive environments, supporting remote work, enabling social wellness, and providing access to unique experiences through loyalty programs.

Conclusion

The Accor and Globetrender report indicates that by 2026, experiential travel will be defined less by destinations and more by the emotions and connections travelers seek. The eight trends outlined in the study highlight the growing importance of authenticity, connection, and personal fulfillment in shaping the future of travel.

Download the Experiential Travel Trends 2026 report.