Summer 2026 Travel Overview
Trip.com Group reports that summer 2026 is seeing a continued rise in travel activity, with notable trends in trip duration, destination preferences, and planning methods. According to data from the first half of 2026, travelers from Mainland China, the United Kingdom, and Malaysia recorded average travel distances of up to 2,800 kilometers. Major cities such as Seoul, Bangkok, Hong Kong, Tokyo, and Taipei remain top destinations based on flight bookings.
Outbound flight bookings from Europe, East Asia, and Southeast Asia are experiencing double-digit year-on-year (YoY) growth for the summer and school holiday period. Key drivers of this growth include increased demand for short getaways, family-oriented travel, and trips to cooler destinations.
Shorter Trips Dominate Summer Travel
Short trips are a leading trend for summer 2026. The average trip duration for bookings during this period ranges from 2.92 to 3.8 days, with short-haul flights making up the majority of bookings. In Europe, short-haul flight bookings have increased by 73% YoY. Bookings for trips of four days or less have risen by over 40% in East Asia and Europe, and by more than 15% in Southeast Asia. The popularity of long weekend travel, where travelers combine one to two days of annual leave with a weekend, continues to support this trend.
Trip.com Group expects the demand for short getaways to remain strong through the second half of 2026, particularly in East Asia and Southeast Asia.
Family Travel on the Rise
Family travel is increasing as more travelers take advantage of school holidays. Hotel bookings by families with children aged 12 and under have more than doubled in Mainland China, South Korea, and Japan. A recent survey by Trip.com Group found that traveling with family is the most appealing experience, ranking higher than traveling with a partner, friends, or alone. This preference is especially pronounced among travelers aged 35 to 44 in the UK, Germany, Singapore, and South Korea.
Key factors for family travelers include convenient flight times, family-friendly food and activities, and accommodation near child-friendly attractions. Gen Z and Millennial travelers place particular importance on these considerations when choosing hotels.
In Southeast Asia, top-booked attractions for families this summer include Bali Zoo in Indonesia, Desaru Water Adventure Park and Entopia by Penang Butterfly Farm in Malaysia. In East Asia, theme parks such as Universal Studios Japan, Tokyo DisneySea, and Tokyo Disneyland are highly popular.
Demand for Cooler Destinations Increases
Interest in “coolcations”—trips to cooler destinations—has grown as global temperatures rise. Trip.com Group data shows a 74% YoY increase in searches for cooler destinations since the start of 2026. Topics such as “escape the heat,” “summer escapes,” and “cool summer retreat” are trending among travelers.
Flight booking searches for European destinations like Iceland, Norway, Slovenia, Switzerland, and Wales have increased compared to the same period last year. In Asia, cooler locations such as Inner Mongolia, Sapporo, and Yunnan are attracting more international travelers. Ulaanbaatar and Sapporo, with summer temperatures averaging 15°C to 25°C, are among the top 10 most-booked cities for South Korean travelers, showing triple-digit YoY growth.
AI Tools Reshape Travel Planning
Travelers are increasingly using AI tools for trip planning instead of traditional online research. Trip.com Group reports that Google search interest for “help plan my trip” grew by 190% YoY. The volume of AI-assisted orders through TripGenie on Trip.com increased by approximately 400% YoY.
AI tools are also used during trips, with features such as hotel comparison, menu assistance, and live translation seeing a 300% YoY increase in usage. Travelers in Hong Kong SAR, Singapore, and Malaysia interact with TripGenie more frequently during their trips for in-destination inspiration and attraction guides. In contrast, travelers in Europe and North America tend to use AI earlier in the planning process, often consulting AI weeks before departure.
These trends indicate a shift toward integrating AI into both the planning and execution of travel, making travel arrangements more efficient and accessible.
Regional and Demographic Insights
– Mainland China, the United Kingdom, and Malaysia lead in average travel distances.
– Seoul, Bangkok, Hong Kong, Tokyo, and Taipei are the most-booked cities.
– Short-haul travel is especially prominent in Europe, East Asia, and Southeast Asia.
– Family travel is most common among travelers aged 35 to 44, particularly in the UK, Germany, Singapore, and South Korea.
– Cooler destinations in Europe and Asia are seeing increased interest from international travelers.
– AI-based travel planning is gaining traction in both trip preparation and on-the-ground assistance.
Data Sources and Methodology
The findings are based on Trip.com Group flight booking data from January to May 2026, with additional data for summer travel periods in Europe, East Asia, and Southeast Asia. Family travel insights are drawn from a OnePoll survey conducted from February to March 2026 among 3,500 women in Germany, Hong Kong SAR, Japan, Singapore, South Korea, Thailand, and the UK. Search trends and AI usage data are based on Trip.com Group internal analytics and Google search trends.
Conclusion
Summer 2026 travel is characterized by a preference for shorter trips, increased family travel, a shift toward cooler destinations, and growing reliance on AI tools for planning and in-trip assistance. These trends are shaping travel behavior across multiple regions, with continued growth expected throughout the remainder of the year.
