Skyscanner’s Top 6 Travel Trends and Trending Destinations for 2026

Supermarket safaris, beauty-based itineraries, and bookish getaways are on the horizon for 2026, according to Skyscanner’s newly released Travel Trends Report 2026. The annual forecast analyzes millions of flight, hotel, and car rental searches, combined with traveler surveys and insights from partners including Reddit, Malin + Goetz, Penguin Books, and AllTrails, to identify seven major trends shaping how—and why—people will travel in the year ahead.

This year’s findings show that travellers are curating trips that feel more in tune with who they are and what they love. With the cost of living still top of mind, trips in 2026 are being built with purpose—shaped around passions, priorities, and a personal sense of “worth it.” Artificial intelligence is accelerating that process: 54% of travellers now feel confident using AI to plan trips, up from 47% last year.

Glowmads: Beauty as a Reason to Book

In 2026, self-care goes global. From Seoul to Saint-Tropez, travelers are building entire trips around beauty rituals. Think spa-sleep programs, in-flight skincare routines, and destination-specific IV drips. Skyscanner’s “Glowmads” trend shows that beauty culture, once a carry-on indulgence, is now influencing where people go.Women are driving this evolution. They continue to lead the booming wellness tourism market, now worth more than $900 billion worldwide.

Shelf Discovery: The Rise of the Grocery Tourist

Forget fine dining. Next year’s most relatable foodie trend is found in the supermarket aisle. Skyscanner reports that 43% of travelers explored local grocery stores abroad this year, turning routine shopping into a window into local life. With cost-of-living pressures still high, “Shelf Discovery” celebrates affordable authenticity, from regional snacks to souvenir tote bags.

Mount Olympus in Greece

Altitude Shift: Cooling Off in the Mountains

As global temperatures rise, travellers are heading to higher ground. 71% are planning or considering a mountain escape for summer or autumn 2026, and hotel searches using the “room with a mountain view” filter have increased 103% year on year.

Once the domain of winter sports enthusiasts, destinations such as the Alps, the Rockies, and Japan’s peaks are becoming year-round sanctuaries for serenity seekers. Women are leading this movement toward mindful nature travel, embracing solo hiking, yoga, and wellness retreats as ways to reconnect with both self and surroundings.

Bookbound: Literature as the New Location Scout

After years of “set-jetting” inspired by film and television, 2026 belongs to readers. Skyscanner found that almost half of travellers have booked, or would consider booking, a trip inspired by literature, while use of the “library” filter for hotel searches is up 70% globally. Penguin Books’ partnership with Skyscanner highlights a cultural shift from scrolling to storytelling, appealing to introspective guests who value slow travel and deeper connections.

Catching Flights and Feelings: Solo, but Open

Dating app fatigue is sending people offline and into the world. Nearly 40% of travelers say they have traveled or would travel abroad to meet new people, whether for friendship or romance. Gen Z and Boomers are leading this shift, and searches using the “solo” filter are up 84% globally. This points to a new kind of solo travel—social, spontaneous, and focused on genuine connection.

Family Miles: Multigenerational Travel on the Rise

Families are flying together more than ever, and not just for holidays. 16% of travellers have taken multi-generational trips, underscoring a desire to spend quality time together as much as share costs. With budgets stretched, families—especially younger generations—are getting creative about how and where they travel.

Destination Check-In: The Hotel as the Hero

Finally, the hotel itself is emerging as a key reason to travel! Nearly half of travelers (45%) have chosen a destination based solely on the accommodation, rising to 61% among Gen Z. Skyscanner’s 2026 Travel Trends reveal that architecture, design, and atmosphere now play starring roles in trip planning.

Younger travelers, in particular, are inspired by design-led properties they see on social media and by hotels that offer immersive experiences. Think: rooftop saunas in the Alps, eco-lodges built from reclaimed materials, or historic buildings reimagined with bold interiors. Searches for “unique stays” and “design hotels” are up more than 30% year-on-year, showing how storytelling and aesthetics increasingly drive bookings.

Trending Destinations for 2026

Skyscanner’s search data also reveals where travelers are heading next, with both U.S. and U.K. audiences showing a clear appetite for culture-rich second cities and restorative escapes away from the usual hotspots.

Top 5 Trending Destinations — United Kingdom

1. Salerno, Italy (+211%) – A quieter alternative to the Amalfi Coast, now stealing the spotlight.

2. Koror, Palau (+156%) – A paradise for divers, gaining traction among eco-conscious travelers.

3. Kochi, Japan (+106%) – The coastal city blending art, history, and island charm.

4. Bilbao, Spain (+97%) – Architecture and gastronomy continue to make it irresistible.

5. Rabat, Morocco (+87%) – Morocco’s understated capital rising as a stylish, laid-back alternative to Marrakech.

   
   

Top 5 Trending Destinations — United States

1. Limón, Costa Rica (+286%) – A lush Caribbean coastline luring adventure and nature seekers.

2. Jaipur, India (+107%) – The Pink City shines with new boutique stays and palace conversions.

3. Bodrum, Turkey (+85%) – Beach clubs, design hotels, and a cosmopolitan energy keep it hot.

4. Madeira, Portugal (+78%) – The island’s year-round appeal continues to soar.

5. Vail, Colorado (+78%) – No longer just for skiers, now a haven for mountain wellness year-round.

   
   

What’s clear: travelers on both sides of the Atlantic are craving connection through culture, nature, and design rather than traditional big-city breaks.

The Bigger Picture

Across all seven trends, Skyscanner’s research points to a new kind of traveler. People are planning fewer trips but choosing experiences that align with their values and identities. Beauty, wellness, connection, and creativity take priority over volume and novelty.

Even more exciting, women are leading many of these movements, from wellness and self-care travel to solo adventures and multi-gen journeys. Yet these shifts reflect a broader evolution across demographics, as travelers everywhere seek meaning, comfort, and authenticity in how they explore the world. For the hospitality industry, this means 2026 will be the year of personal indulgence with purpose, a time when guests want to feel good, do good, and look good, all in one stay.