Skyscanner’s Travel Trends 2026 report outlines the seven key trends expected to influence global travel behaviour in the coming year, reflecting a shift towards more personal and purposeful experiences.
With the cost of living still a major factor, travellers are building trips around passions, priorities and a sense of value. The report combines Skyscanner’s data with consumer research and insights from brands including Reddit, Malin and Goetz, AllTrails and Penguin Books.
The seven trends are:
Glowmads: Beauty rituals are influencing travel choices, with 33% of travellers wanting to experience local beauty culture and 20% influenced by social media. From in-flight skincare to visiting iconic beauty retailers, beauty is becoming part of the travel experience.
Shelf discovery: Food tourism is shifting from fine dining to local markets and supermarkets, with 35% of travellers planning to shop at local grocers on their next trip.
Altitude shift: Mountain escapes are attracting visitors beyond the ski season, with 76% considering an alpine holiday in summer or autumn. Skyscanner data shows a 103% year-on-year increase in hotel bookings using the ‘Room with a mountain view’ filter.
Bookbound: Travel inspired by literature is growing, with 57% booking or considering trips linked to books or authors. Searches using Skyscanner’s ‘library’ filter are up 70% year-on-year.
Catching flights and feelings: Social travel is rising, with 55% travelling or considering travel to meet new people. Hotel bookings using the ‘solo’ filter are up 83% year-on-year.
Family miles: Multi-generational trips are on the rise, with 31% planning to travel with family. Younger travellers are also driving this trend as they look for cost-sharing and shared experiences.
Destination check-in: Hotels are becoming the focus of travel decisions, with 29% choosing destinations based on accommodation design, atmosphere or uniqueness.
The report also highlights how AI and social platforms are reshaping travel planning. With 84% of people expecting to travel abroad as much or more in 2026 than in 2025, travellers are seeking curated, meaningful and efficient ways to plan and experience their journeys.
Bryan Batista, CEO of Skyscanner, said: “Skyscanner’s 2026 Travel Trends report shows how travel is about to get more personal than ever. Whether it’s building a trip around a must-stay destination hotel, getting lost in a new favourite book on a reading retreat, incorporating a beauty routine into their travel itinerary or bringing the whole family along for the journey, travel will become more curated, grounded and unique.”
