WTF What the Future Report 2026.
2026 is shaping up to be the year travellers rip up the old rulebook.
From mini trips to pre-viral destinations, people are rewriting how, where and why they travel. Our 2026 report dives into the trends backed by our data and community insights from TikTok too, that will define the year ahead for travel. But no matter how much things change, one truth remains the same: KAYAK lets you compare all of your booking options so you know you got it right.
Travel is a discretionary spend but remains a high priority for consumers. They’re adjusting to economic uncertainty by favouring off-beat destinations with traveller-friendly policies, and great value in price, services and amenities.
– Steve Hafner, KAYAK CEO
Not-yet-Tok’d.
The next ‘it’ destination is the one you haven’t seen on your feed yet.
Gen Z and Millennials are calling time out on copy-paste itineraries. 71% of Gen Z and 75% of Millennials say they want to visit places they’ve never been before, posts on TikTok including #hiddengems saw an over 50% increase, and more than 1 in 5 travellers surveyed are actively seeking out destinations that sit way outside the ‘For You’ feed comfort zone.
This isn’t about posting proof anymore. It’s about finding something real. Money and safety still lead the decision making, but right behind them is a growing itch to experience something new – something that isn’t already saturated with filtered sunsets and déjà vu crowds.
So if a place isn’t trending, that’s not a red flag. It’s the selling point.
Booked now, paid later.
Travellers aren’t cutting back, they’re just getting creative with how they pay for trips.
In 2026, 30% of Gen Z and 29% of Millennial travellers surveyed say credit or instalment plans will decide how many trips they can actually take. ‘Buy now, pay later’ has officially graduated from retail trend to travel enabler.
And it’s arriving at the right time. Based on KAYAK flight searches, international fares from the UK are on a par with last year (+1% vs 2025), keeping that big trip abroad within reach. Plus, travellers are levelling up their deal-hunting game – the use of flight price alerts is up 52% year over year, while car hire alerts have more than quadrupled.
When budgets are tight, travellers lean on the payment method that gives them the most flexibility. And they expect travel companies to support those options.
– Annie Wilson, KAYAK Chief Commercial Officer
Awe-tineraries.
Forget souvenirs – 2026 is the year of goosebumps.
Travellers are chasing moments that make them stop, stare and say, “wow.” From solar eclipses to glowing oceans, it’s all about the kind of experiences you can’t scroll past or stage.
34% of travellers say awe-inspiring experiences are a top priority in 2026 , and 55% say natural wonders will guide their travel plans. Among Gen Z, nature trips are now in the top five holiday types taken, and #glamping saw a +20% increase in TikTok posts – a sign that awe and the outdoors are officially back on the itinerary.*
Unforgettable doesn’t have to be unaffordable.
Your pal, AI.
AI has officially joined the group chat – and it’s not on mute.
Remember when you asked your friends for travel tips? Cute. These days, travellers are swapping group chat gossip for guidance from AI.
For Gen Z and Millennials, AI isn’t just a tool – it’s the new travel buddy that actually knows what it’s talking about. 32% say they trust its picks because it pulls advice from millions of sources and 31% say it feels more accurate and up to date than anything their friends send in a DM.
Nearly 6 in 10 travellers say they’d change destinations if AI told them there’s somewhere better, while half admit they’d do it for a better deal.
Travellers are using KAYAK.ai for identifying travel deals – not just for making itineraries. Metasearch’s unique value of comparing prices remains the best strategy for deal seekers.
– Matthias Keller, KAYAK Chief Product Officer
Value, best, cheapest
44% of categorised prompts are about finding deals and budget travel options.
To fee or not to fee
Checking on travel rules and policies is one of the top 3 prompt intentions (10%).
Inside-scoop FAQ
Popular prompts ask about hotel amenities and neighbourhoods, plus flight choices like stopovers, seasonality and airport flexibility.
Wellth trips.
Luxury is getting a wellness makeover.
For Gen Z and Millennials, ‘wellth’ is the new wealth. 69% say mental reset is their top reason for travelling, and 70% plan to spend more on luxury trips in the future. But their idea of luxury looks a little different. It’s less about showing off and more about showing up rested.
43% say spa or wellness treatments make a trip feel lavish, and 35% go for exclusive experiences.
Little big trips.
The big-city rush is out, small-town charm is in.
For many Gen Z and Millennial travellers, the next great escape isn’t a fast-paced city break, but a laid-back stay in a small town. In 2026, 84% say they’d rather visit a rural area or smaller city than a major hub.
Smaller prices and crowds help, but the real draw is authenticity. 37% want a more genuine experience – the kind you find at local bakeries, quiet harbours or hole-in-the-wall diners. And yes, social media still plays its part. One in 6 travellers say they’ve been inspired to visit lesser-known spots after seeing them online.
If you’re ready to swap skyscrapers for cobblestone streets, KAYAK AI Mode can help you find smaller cities that fit your vibe and your budget. Think of it as your shortcut to discovering places you didn’t know you were looking for.
The main event.
In 2026, the destination is wherever the action is.
From stadium anthems to championship chants, travellers are building their itineraries around moments that make headlines.
95% of Gen Z and Millennial travellers say they plan to travel for a major event in 2026, whether it’s a concert, festival or global sports showdown. Music leads the charge with 39% hitting the road for live shows, followed by 34% for sports, 26% for cultural festivals and 30% for unique performances in unexpected places.
Big stages mean big travel plans. There’s a global football tournament taking over the US, Mexico and Canada (good news: KAYAK has a multi-city search feature that will let you hit up several stadiums – learn more here). The winter games land in Italy and the pan-Asia games head to Japan. Add global tours from major performers and 2026 is shaping up to be one loud, unforgettable year.
So pack your earplugs and your passport – it’s going to be a busy summer.
Headspace
holidays.
It’s not about seeing more, it’s about thinking less.
Travel used to be about seeing as much as possible. Now it’s about finally catching your breath. In 2026, more travellers are slowing down – not out of laziness, but for mental health.
69% say relaxation and mental reset are their top priorities, and 51% say travelling at a slower pace helps clear their head. Nearly 4 in 10 even say it widens their perspective.
For 26%, it’s all about quality over quantity – doing fewer things, but doing them well. Think long lunches, not jam-packed days. Still, real life gets in the way: budgets, limited annual leave and group travel top the list of what keeps people from fully embracing the slow lane.
The verdict? #slowtravel registered an almost 330% post increase within the TikTok creators community. It isn’t about going nowhere, it’s about going mindfully – and coming back fully revived.
To find a destination that’ll get you in the right headspace, ask KAYAK AI Mode to give you ideas on the top destination to help you unwind.
Azores, Portugal
Volcanic islands, hot springs, few tourists
Raja Ampat, Indonesia
Unspoiled islands, diver’s paradise, raw nature
Isla Holbox, Mexico
Sand streets, hammocks, no cars
Koh Yao Noi, Thailand
Quiet beaches, authentic island life
San Juan Islands, USA
Orcas, forests, relaxed atmosphere
Albanian Riviera, Albania
Turquoise water, low prices, not crowded
Kangaroo Island, Australia
Wild nature, beaches, kangaroos included
Lofoten, Norway
Dramatic landscapes, small villages, northern lights
Caye Caulker, Belize
“Go Slow” island, Caribbean vibe, chill bars
Waiheke Island, New Zealand
Vineyards, beaches, artists
Nanocations.
Some travellers are taking more short trips that deliver instant refresh and maximum reset.
Who decided holidays have to be long? In 2026, more travellers are ditching the countdown-to-summer-break mindset and chasing short, spontaneous getaways instead.
Nearly 66% plan to take several shorter trips in 2026, proving that you don’t need two weeks off to hit reset. These mini escapes deliver the same refresh in half the time – and with far less planning.
Call it the age of ‘treatonomics’ – the idea that small indulgences aren’t luxuries anymore; they’re necessities. The share of flight searches for 1-4 day trips has increased by 8% within a year, while the use of #weekendgetaway increased by 60% on TikTok. Travellers want freedom to go away when the mood hits, not when the calendar says so.
Flexibility is key too. 48% want plans they can change at the last minute, and 19% want experiences tailored to their mood once they arrive.
Short trips, big payoff. Because sometimes all you need is one good night away to feel like a new person.
Soft adventures.
Adventure doesn’t have to mean
roughing it.
Today’s travellers want the outdoors with good wine, soft towels and a touch of comfort. They’re trading in tents for chic hotels and adding spa days to their hiking itineraries. Call it the new outdoors: scenic hikes in the morning, local wine at sunset, fresh linens waiting back at the room.
With wanderlust amplified, #adventuretravel rose almost 10% on TikTok. Nearly 1 in 4 travellers now mix light adventure with relaxation, choosing activities like hiking, cycling or paddleboarding and with time for a nap afterwards. Another 14% call themselves ‘adventure and nature seekers’ and 13% plan to travel for at least three months in 2026.
+12%
searches for terrace or patio
+11%
searches for hot tub
+10%
searches for gym