Optimism for 2026

Despite continued economic uncertainty, the report reveals that people continue to prioritize travel in the coming year. The outlook for 2026 is extremely positive, with 94% of respondents expecting to travel as much or more next year, and one-third planning more travel than in 2025.

94% plan to spend the same or more on travel in 2026, and nearly half (47%) intend to increase their travel budget. Luxury travelers are nearly twice as likely to travel more in 2026 compared to total respondents, and 61% expect an increase in travel frequency.

The ROI on rest and relaxation

Travelers are prioritizing quality over quantity, seeking experiences that add personal value rather than simply taking more trips. While travelers are optimistic about the coming year, affordability remains the top factor driving plans for 53% of respondents, followed by seasonality (42%), ease of travel (40%) and time (40%).

More than half of respondents (53%) book travel at least three months in advance, demonstrating their willingness to clear their schedule on short notice or wait for greater clarity amid ongoing uncertainty.

Hotel websites dominate as the most used planning tool for 80% of travelers, ahead of personal recommendations (35%) and online travel agencies (29%). At the same time, emerging technologies, such as generative AI chatbots, are already used by 12%.

Travel companions

In 2026, travel is about togetherness: multigenerational getaways, shared adventures and private stays define the coming year. Nearly all respondents plan to travel together, primarily with their partners (66%), immediate family (46%) and friends (32%). Quality time is most important, with 86% citing this as a key priority when planning their leisure travel. The most significant shared moments are also the simplest: eating together (67%), relaxing (54%) and cultural activities (55%) are the preferred experiences to share with travel companions. There is also a clear preference for keeping activities within their own group, with more than half of respondents (56%) opting exclusively for group activities with their companions.

The ‘me’ in transit

Even on group trips, travelers seek space for solitude and nature as a way to recharge. Seventy-one percent of respondents agree that taking a break from technology, social media or work while traveling is important to their personal well-being. Forty-four percent plan to integrate more wellness or mindfulness into their travels, rising to 73 percent among those who already practice wellness activities. Spa treatments lead as the preferred activity (75%), followed by nature experiences (59%) and physical exercise (49%). More than one-third (37%) set aside time for themselves, even when traveling with others.

Connection through taste

Culture is discovered through taste, with gastronomy being the main way in for 85% of travelers, followed by historic architecture (71%) and nature (65%). Local immersion influences destination choice for 83%, with 79% preferring to explore a destination independently and 44% opting for guided tours to feel ‘integrated’ into the local way of life. The desire for authenticity drives a deeper emotional connection and, when achieved, 76% of respondents say they will return to a destination because they feel a personal connection.

Values-driven travel

Finally, responsible hospitality has become a factor in loyalty. Forty-seven percent of travelers say that a hotel's track record or sustainability proposition influences their choice of accommodation. Most agree that environmental, cultural and social initiatives strengthen their bond with a destination, whether in urban hotels (53%) or destination resorts (54%). Increasingly, guests are looking for brands that educate, guide and facilitate conscious decisions, and encourage participatory sustainability.