Trip.com and Google Unveil Key Trends for 2026

Trip.com and Google’s latest report reveals key trends shaping the future of travel, focusing on expression, purpose, health, connection, and technology. The report, titled “Why Travel?”, highlights a shift towards meaningful, experience-focused journeys, integrating cultural exploration, wellness, and AI-enhanced planning for 2026 and beyond.

In a joint effort, Trip.com Group and Google have released a comprehensive report titled “Why Travel?” that delves into the evolving landscape of global travel. The report identifies five key trends that are expected to redefine travel experiences by 2026: expression, purpose, health, connection, and technology. These trends highlight a shift from traditional travel itineraries to more meaningful and experience-driven journeys.

Emerging Trends in Travel

The “Why Travel?” report underscores how travelers are increasingly seeking deeper connections and purposeful experiences. This shift is evident in the growing popularity of cultural and wellness-focused trips, as well as the integration of technology in travel planning. The report is based on Trip.com Group’s global booking data and Google’s research insights, offering a detailed analysis of the future of travel.

Travel as Expression

One of the key trends identified is “Travel as Expression,” where social media plays a significant role in influencing travel decisions. In countries like Thailand, Indonesia, and India, over 75% of travelers engage with travel-related livestreams, with a significant number booking trips directly through these platforms. This trend highlights the growing importance of identity and aesthetics in travel choices.

Travel with Purpose

The report also highlights “Travel with Purpose,” where travelers are increasingly drawn to cultural experiences that offer meaningful exploration. For instance, there has been a 53% year-on-year increase in Google searches for “Japanese tea ceremonies,” indicating a rising interest in traditional rituals and cultural practices.

Travel to Heal

“Travel to Heal” is another emerging trend, with wellness trips evolving to combine physical challenges with restorative indulgence. Searches for “golf & spa resorts” have surged by 300%, while “ski & spa” packages have seen a 250% increase year-over-year, reflecting a growing demand for wellness-focused travel experiences.

Travel to Connect

The concept of “Travel to Connect” emphasizes the importance of shared experiences. Travel is no longer a solitary pursuit; instead, it is driven by friends, families, and fan communities. Concerts and sports events are becoming key travel motivators, with two-thirds of travelers willing to travel abroad for concerts. Additionally, endurance tourism is on the rise, with a fivefold increase in travelers crossing borders for events like marathons and cycling competitions.

Travel of Tomorrow

Finally, the report explores the “Travel of Tomorrow,” where technology, particularly AI, plays a crucial role in travel planning. Searches for “help planning my trip” have grown by 190% year-over-year, indicating a growing reliance on AI tools for travel decisions. Google’s AI tools, such as Gemini and AI Mode on Search, are emerging as essential travel collaborators, helping travelers plan and make informed decisions.

Industry Perspectives

Industry leaders from Trip.com Group and Google have weighed in on these trends. Han Feng, Vice President of Trip.com Group, emphasized that travel in 2026 will focus on meaning rather than mere movement. Joyce Zhang, Managing Director of Google’s Greater China LCS Specialists team, noted the increasing role of AI in enhancing travel experiences and planning.

Conclusion

As the travel industry evolves, the integration of cultural exploration, wellness, and technology will become increasingly important. Trip.com Group is expanding its AI-driven planning tools, such as Trip.Planner, to deliver personalized journeys. The next wave of consumer growth is expected to be driven by emotional alignment, cultural fluency, and tech-enabled flexibility, laying the foundation for the future of travel.

Read the Why Travel? Report.