Here are few of the stories that caught our attention over the week with some of our takeaways. Watch the video for a summary or scroll down for the analysis.
Following last week’s exploration of travel predictions, this week brings four more comprehensive industry reports that paint a remarkably consistent picture: personalisation is no longer optional, it’s the foundation of modern travel. From Booking.com to Priceline, from Expedia to a KAYAK/Future Laboratory collaboration, the message is clear—travellers want experiences that reflect their individual identities, not mass-market packages.
Story 1
Booking.com’s 2026 Travel Predictions: Hyper-Personalisation Takes Centre Stage
Booking.com’s 10th annual Travel Predictions report reveals 2026 as the year travellers abandon “cookie-cutter itineraries” for journeys that authentically reflect their personal style and passions. Based on research from over 29,000 travellers across 33 countries, the report identifies ten distinct trends reshaping travel.
Several critical themes are converging:
The Personal Expression Revolution Gone are the days of following standard tourist trails. The report shows 75% of travellers feel they deserve reward trips for working hard, whilst 67% believe life’s spontaneity alone justifies a holiday. This isn’t entitlement – it’s recognition that travel serves as personal expression.
Technology Enabling Nostalgia Perhaps most intriguing is the “PastPorts” trend, where 66% of travellers consider using AI and image search to recreate old family photos in their original locations. This bridges generations, with 36% seeking connection to those in photos and 29% exploring family history.
Fantasy Becomes Reality The “Romantasy Retreats” trend sees 71% of travellers interested in destinations inspired by romance-fantasy genres. This isn’t escapism – it’s about creating immersive experiences in real castle settings with medieval banquets and mystical forests.
The Robotic Revolution Some 77% of travellers are open to booking homes with humanoid assistants. The appeal spans curiosity (28%), bragging rights (19%), and crucially, accessibility benefits (17%). This signals acceptance of AI integration into intimate travel moments.
From spiritual journeys guided by astrology to multi-city “Turbulence Tests” for relationship compatibility, the overarching message is clear: travel in 2026 becomes a vehicle for self-discovery and authentic personal expression.
Story 2
KAYAK and The Future Laboratory: Eight Trends Reshaping 2030 Travel
The “What the Future: Travel’s next trends” report from KAYAK and The Future Laboratory projects eight pivotal shifts culminating in a 2030 vision where AI agents and social commerce fundamentally alter how we book and experience travel.
AI Agents Take the Wheel The report envisions virtual assistants handling entire travel lifecycles without human intervention – finding hidden deals, booking last-minute trips, automatically rescheduling delayed flights. The goal: “travellers won’t even have to lift a finger.”
Multi-Destination Becomes Standard “City Jumping” emerges as the norm, with single-destination trips deemed “old (and expensive).” This isn’t just cost-saving – it enables themed adventures across multiple locations, fundamentally changing how itineraries are constructed.
Wellness Drives Destination Choice “Vitamin T” positions travel as essential for health and longevity. By 2030, destinations will be judged by “wellness scores” rather than traditional rankings. The report notes benefits must be inherent – “anti-aging skincare won’t count. Sorry, France.”
Social Commerce Revolution “Feedbooking” transforms social platforms into booking channels. One tap transitions from watching travel vlogs to booking featured hotels. This overcomes the friction of high-value purchases through social media.
The report also identifies “LIT (Low Intensity Travel)” addressing overtourism, with only 10% of global cities currently receiving tourist attention. Combined with “Disloyalty Programmes” where deals trump brand loyalty, these trends paint a picture of fundamental market restructuring by 2030.
Story 3
Priceline’s 2026 Trends: The Rise of “MORE”
Priceline’s 2026 Travel Trends report, based on surveys of over 3,000 US adults, reveals defiant optimism despite economic volatility. Travellers plan 15 leisure days with budgets increasing by approximately $350, driven by distinct behavioural shifts.
“Treat Culture” Dominates The standout finding: 65% of travellers have booked trips purely as mood-boosting treats, rising to 76% among Gen Z. These “me-kends” serve as emotional resets rather than major event celebrations. Remarkably, 80% of Gen Z would fly internationally for just one day if the price was right.
The Midwest Moment America’s heartland sheds its “flyover” reputation with 63% expressing increased interest. Gen Z and Millennials show particular enthusiasm (81%) for the region’s food, arts, and outdoor offerings. This represents authentic discovery over trend-following.
Nostalgia Drives Decisions Some 73% seek experiences reconnecting them with their past. The generational divide is striking: 82% of Gen Z and Millennials plan revisiting childhood destinations versus 65% of older generations. Popular “encore” destinations include family beaches, theme parks, and national parks.
College Sports as Tourism Catalyst With 64% interested in visiting college towns and 70% of younger travellers seeking “electric game day atmosphere,” sports tourism evolves beyond professional leagues. Nearly half would travel specifically to see college athletes like Arch Manning or Jordan Chiles.
The “Analog Traveler” counter-trend sees 59% setting better work-vacation boundaries, with over one-third of younger travellers wishing devices could be banned entirely. Remote destinations lacking connectivity become features, not bugs.
Story 4
Expedia Group’s “Unpack ’26”: From Niche to Necessity
Expedia Group’s 2026 forecast, incorporating data from 24,000 global travellers, identifies the economic impact of personalisation trends, particularly through “Set-Jetting” and unique accommodation preferences.
The Eight-Billion-Dollar Screen Dream “Set-Jetting” – travel inspired by film and television – projects an $8 billion US industry impact. The data is compelling: 53% report increased desire for screen-inspired trips, with 81% of Gen Z and Millennials planning getaways based on viewing. Already, 13% of US travellers have booked after seeing destinations on-screen.
Sustainable Tourism Tools Expedia’s Smart Travel Health Check framework helps identify sustainably managed destinations. Search data shows significant interest increases for qualifying destinations: Big Sky, US (+92%), Okinawa, Japan (+71%), and Savoie, France (+51%).
Architectural Adventures “Salvaged Stays” – converted schools, banks, and even prisons – see explosive search growth. Kyoto’s converted schoolhouse shows +194% interest, whilst Cornwall’s Bodmin Jail Hotel sees +110%. This isn’t novelty-seeking but desire for memorable, story-rich accommodations.
Rural Renaissance The “Farm Charm” trend reveals 84% interested in farm stays, with Vrbo seeing 300% year-over-year review spikes mentioning farms. Desired activities include nature walks (73%), animal interaction (62%), and produce harvesting (42%).
“Fan Voyage” adds local sporting events to cultural tourism, with 57% likely to attend events ranging from sumo wrestling to Savannah’s Banana Ball. This represents deeper cultural immersion through community sports.
Story 5
Revolut Acquires Swifty: Financial Services Meet AI Travel Planning
Revolut’s acquisition of AI startup Swifty signals how financial services are positioning for personalised travel futures. The deal brings Swifty’s conversational AI booking engine to Revolut’s 65 million customers.
Beyond Basic Booking Swifty’s technology autonomously handles entire travel lifecycles – from planning through payment to invoicing. Integration into Revolut’s Loyalty Programme aims to deliver hyper-personalised experiences based on individual preferences.
The AI Concierge Vision Leadership frames this as building a comprehensive “AI concierge” that:
- Simplifies complex travel processes
- Anticipates everyday needs across all life aspects
- Scales personalised service to massive user bases
Strategic Positioning This positions Revolut at the “intersection of finance, AI and lifestyle,” differentiating from traditional banking competitors. It builds on existing travel services like “Stays” whilst adding sophisticated automation capabilities.
The acquisition demonstrates concrete investment in the personalisation infrastructure these trend reports unanimously predict. It’s not just about efficiency – it’s about systems that understand context and execute accordingly.