2026 finds the global travel community approaching travel with a combination of passion and practicality, emphasising the quality of the experience and the value of each trip.
According to American Express Travel's Global Travel Trends Report, 77% of travelers worldwide intend to visit an equal amount or more travel destinations compared to last year, proving that demand for travel remains extremely strong.
The new philosophy of travel
The emphasis is now on the journey and the experience, not just the destination. Some 70% of Millennials and Gen Z states that they want trips that combine the enjoyment of the journey with the experience itself, such as luxury rail journeys or cruises.
Additionally, 74% of travellers are planning to take one–three trips within the country, while 59% plan one–three international trips in 2026, showing that travellers are combining domestic and international explorations.
Experience and memories over objects
Today, travelers are less interested in typical souvenirs and more in unique objects connected to the travel experience. 82% of Millennials and Gen Z state they seek souvenirs that tell stories and remain unforgettable. At the same time, 73% chooses to support small local businesses when visiting destinations, based on recommendations from locals or social networks.
Family and multigenerational experiences
The family experience is transformed as almost six in 10 Millennial and Gen Z parents (58%) plan vacations that include the extended family, emphasising quality time together. In addition, 68% of the children of these parents actively participate in the planning of trips, significantly influencing the choices of destinations and activities.
Technology, points and smart programming
Travellers are increasingly utilising technology and digital tools: 80% of Millennials and Gen Z use planning applications or social networks to organise the trip, while 66% downloads apps before departure.
At the same time, 60% of travelers choose trips around specific events, such as concerts or sporting events, while 50% intend to use travel or credit card points, with 45% choosing destinations for maximum points utilisation and 43% making a reservation after accumulating a certain number of points
2026 trends show that European and international visitors want unique, local and sustainable experiences, placing more importance on quality than quantity of trips.
This article first appeared, in Greek, in the most recent edition of Hermes Airports' online newsletter Flight Mode. Click here to read it.
