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The concept of “Instagrammable” destinations has become central to travel planning, with nearly half of travelers choosing destinations based on their potential for social media content. – Image Credit Unsplash+
The HBX Group Travel Trends 2026 report highlights a shift in the travel industry towards maximalist experiences, increased use of artificial intelligence, and a focus on authenticity, with trends like fandom tourism, creativity-driven trips, and immersive local experiences shaping the future of global travel.
The HBX Group Travel Trends 2026 report provides a comprehensive overview of the evolving travel landscape. Moving away from the minimalist and mindful travel preferences of previous years, 2026 is expected to be defined by a return to maximalism, with travelers seeking bold, immersive, and diverse experiences.
The report identifies several core trends—ranging from the influence of social media and artificial intelligence to the rise of fandom tourism and creativity-driven travel—that are shaping travelers’ expectations and behaviors worldwide. The industry faces the challenge of meeting increasingly diverse customer needs, requiring adaptability and a focus on delivering authentic, memorable experiences.
Social Media: The Engine of Travel Inspiration and Decision-Making
Social media remains a dominant force in shaping travel choices. According to the report, 76% of travelers share their experiences online, using platforms like Instagram, Facebook, and YouTube as both inspiration and a means of social validation. The concept of “Instagrammable” destinations has become central to travel planning, with nearly half of travelers choosing destinations based on their potential for social media content. Influencer and blogger content is a significant driver, with 72% of travelers citing online creators as a factor in their booking decisions.
The integration of social media with booking platforms is accelerating. For example, TikTok Go, launched in August 2025, allows content creators to earn commissions by promoting hotels directly within their posts, streamlining the transition from inspiration to booking. While the program is currently limited in scope, it reflects a broader trend toward immediacy and convenience in the travel booking process, leveraging the trust between creators and their audiences.
Artificial Intelligence: Enhancing Planning and Personalization
Artificial intelligence (AI) is increasingly embedded in the travel industry, transforming both consumer experiences and business operations. By 2026, approximately 40% of travelers use AI-based tools for trip planning, with adoption rates even higher among millennials and Gen Z. Businesses are also investing heavily in AI, with 35% of major travel companies referencing AI in their 2024 annual reports and AI-enabled startups attracting significant venture capital.
AI applications in travel include customer service automation, real-time translation, and personalized recommendations. HBX Group, for instance, uses AI to handle millions of customer interactions, improving efficiency and satisfaction. However, the report cautions against overreliance on technology, emphasizing the importance of human oversight to maintain empathy, context, and nuanced problem-solving. While 71% of tourism experts believe AI will boost productivity and experiences, the industry must address challenges related to data integration, personalization, and bias mitigation.
Brand Partnerships and Pop Culture: New Avenues for Tourism
Creative brand partnerships are becoming a key strategy for attracting travelers. The report cites examples such as Bruno Mars collaborating with the Japanese retailer Don Quijote and FamilyMart’s “Konbini Fashion” campaign, both of which turned retail spaces into tourist attractions. These partnerships leverage celebrity influence and pop culture to drive international interest and foot traffic.
Such collaborations are not limited to high-profile celebrities. Affinity-led and unconventional partnerships can also yield strong results, provided they are driven by genuine enthusiasm and creativity. The success of these campaigns demonstrates the potential for travel businesses to differentiate themselves and reach new audiences through inventive marketing and cross-industry alliances.
Enduring Trends: Sustainability, Nature, and Transformational Travel
Some travel trends have proven resilient, evolving into foundational elements of modern tourism. Sustainability remains a top priority, with 84% of travelers considering it important and ecotourism growing at a 14% compound annual growth rate (CAGR). Travelers increasingly seek authentic sustainability practices, such as eco-friendly accommodations, guided nature experiences, and low-impact transportation options.
Nature tourism is expanding beyond traditional wildlife watching to include niche activities like butterfly migration tours and astrotourism, with the market projected to reach $2.3 trillion by 2033. “Coolcationing”—traveling to cooler destinations to escape heatwaves—reflects an adaptive response to climate change, driving growth in regions such as Scandinavia and Eastern Europe.
Transformational travel, focused on personal growth and wellness, is also on the rise. The wellness tourism market is expected to reach $2.1 trillion by 2030, as travelers seek activities that promote mental and physical well-being, including meditation retreats, volunteer travel, and sleep-focused accommodations.
The Power of Play: Entertainment and eSports as Tourism Drivers
Entertainment tourism, including sports, music, and gaming, is a significant economic force. Sports tourism alone is projected to reach $2.1 trillion by 2030, while the global live music market and “set jetting” (travel inspired by film and TV) continue to grow. The emergence of destinations such as Saudi Arabia’s Qiddiya City, designed as a “city for play,” underscores the growing importance of entertainment-focused travel.
eSports and gaming are particularly noteworthy, with the eSports industry expected to reach $12.4 billion by 2030. Major tournaments attract large audiences, and hotels are adapting by offering gaming amenities and partnering with event organizers. Digital cultural exchange through gaming platforms, such as virtual recreations of destinations in Minecraft or Roblox, offers new marketing opportunities and extends the reach of traditional tourism campaigns.
Fandom Tourism: Leveraging Collectibles and Pop Culture
Fandom tourism, driven by the pursuit of exclusive merchandise and experiences related to popular media franchises, is gaining momentum. Events like the Pokémon collaborations with art museums and the rise of themed flights (e.g., Hello Kitty, Star Wars) illustrate how fan engagement can translate into significant travel demand. The collectables market, particularly trading cards, motivates travelers to visit specific locations for limited-edition items, sometimes justifying international travel based on resale value.
Destination marketing organizations (DMOs), hotels, and airlines are capitalizing on this trend by offering themed experiences, events, and merchandise that cater to passionate fan communities. These initiatives not only drive tourism but also foster brand loyalty and cross-generational engagement.
The Creativity Boom: Art, Design, and Participatory Experiences
The report identifies a “Creativity Boom” in travel, with tourists increasingly seeking artistic and participatory experiences. The global art tourism market is projected to reach nearly £55 billion by 2030, driven by interest in interactive workshops, local art scenes, and design-focused accommodations.
Hotels are responding by commissioning local artists, hosting exhibitions, and offering creative workshops. Destinations such as Lisbon’s LX Factory and Hong Kong’s PMQ have transformed former industrial or historic sites into creative hubs that attract visitors seeking hands-on experiences and unique cultural products. This trend reflects a broader desire for travel that is not only visually stimulating but also fosters personal expression and learning.
Living Like a Local: Authenticity and Everyday Experiences
Authenticity has become a central driver of travel decisions. Travelers increasingly seek to “live like a local,” favoring immersion over observation. Food is a key entry point, with hotels and tour operators highlighting regional cuisine and local chefs. The phenomenon of “konbini culture” in Japan, where convenience stores are visited by tourists, exemplifies the appeal of everyday experiences.
Local festivals, daily rituals, and community-based activities are also in demand. Travelers are drawn to events that are not staged for tourists, such as neighborhood celebrations and traditional ceremonies. Experience providers and DMOs are encouraged to highlight these authentic moments, positioning them as unique selling points for destinations.
‘Someday’ as Everyday: Prioritizing Experiences Over Possessions
The traditional notion of saving travel for “someday” is being replaced by a focus on immediate, meaningful experiences. Economic and generational shifts have led travelers to prioritize experiences over material goods, driving demand for blended itineraries that combine luxury, adventure, and cultural immersion. This trend is evident across age groups, from young adults to retirees, and is reflected in the luxury tourism market’s projected value, which is expected to surpass $2.15 trillion by 2035.
Travel is increasingly viewed as an investment in happiness and personal fulfillment. The industry is responding by offering modular itineraries, mixed accommodation packages, and immersive experiences that cater to this desire for variety and intentionality.
Hotels as the Destination: Experiential Stays Redefine Hospitality
Hotels are evolving from mere places to stay into destinations in their own right. Properties that offer unique, experiential offerings—such as nature immersion, culinary residencies, or historical significance—can command higher rates and attract guests seeking more than just accommodation. Examples include the Datai in Langkawi, which integrates sustainability and local culture, and boutique hotels that function as living galleries.
The economic benefits extend beyond room rates to include on-site dining, spa treatments, and curated experiences. Hotels are encouraged to identify and amplify their unique selling points, leveraging storytelling and partnerships to differentiate themselves in a competitive market.
The Journey as the Experience: Slow and Immersive Travel
Travelers are increasingly valuing the journey itself, not just the destination. Multi-day train trips, island-hopping ferries, and road trips with multiple stops are becoming popular, reflecting a desire for slower, more immersive travel. Iconic journeys such as Switzerland’s Glacier Express or coastal voyages in Norway are booked for the experience, not just for transportation.
This trend creates opportunities for hotels, travel distributors, and experience providers to offer services and packages that enhance each stage of the journey. Pre- and post-trip accommodations, curated local excursions, and journey-focused amenities are becoming essential components of the travel experience.
Conclusion: Adapting to a Transformational Travel Landscape
The HBX Group Travel Trends 2026 report underscores a fundamental shift in the travel industry, driven by demand for authenticity, experiential value, and technological integration. Key trends include the rise of maximalist and creative travel, the influence of social media and AI, the importance of sustainability, and the appeal of fandom and participatory experiences.
For industry stakeholders, success requires adaptability and a willingness to embrace new engagement models. Hotels must become destinations, travel agents should act as journey architects, and DMOs need to market regions as narratives rather than endpoints. The future of travel is defined by immersion, intentionality, and the pursuit of memorable experiences—trends that are expected to shape the industry well beyond 2026.
Download the complete HBX Group Travel Trends 2026 report.
