Traveling is no longer just about the destination – or even the journey. It’s about the experience you walk away with.
Since the end of Covid, experience‑led travel has continued to evolve, shifting away from checking off landmarks and more towards meaningful trips that help travelers connect with the people and places they visit.
CNBC analyzed 25 year-end travel reports and identified the five biggest trends that are set to shape the year ahead.
1. The anti-tourist
To better experience local culture, avoid contributing to overtourism, and potentially save a few dollars, travelers are increasingly avoiding peak seasons and heavily visited destinations.
Forty-five percent of advisors from travel agency Virtuoso say their clients are adjusting plans due to climate change. Of those advisors, 76% report increased interest in shoulder-season or off-peak travel, while 75% say clients prefer destinations with moderate weather, according to the company’s 2026 “Luxe Report”.
The report, published in October, also showed the top ways travelers seek to travel sustainably, easing the pressure on local communities and preserving authentic experiences.
That shift is fueling the rise of so‑called “secondary cities,” which sit outside major tourist hubs and offer more immersive experiences.
Online travel platform Agoda found that accommodation searches in Asia’s secondary destinations are growing 15% faster than in traditional tourism hubs.
Its 2026 Travel Outlook Report also showed that governments are catching on. For example, Indonesia rolled out its “Tourism 5.0” strategy, which aims to develop five “super priority” secondary destinations designed to shift tourism beyond Bali.
Japan, too, is leaning into regional campaigns to steer visitors away from Tokyo and other major city centers.
2. ‘Decision detox’ holidays
Traditionally, all-inclusive travel was about efficiency, with travelers planning their itineraries to maximize their holiday time.
But today, travelers are mentally exhausted before going on a trip, and increasingly outsourcing planning to agencies or even hotels that offer all-inclusive packages, the latest Lemongrass Marketing travel report shows.
Essentially, “travelers want someone they trust to make good choices for them, so they can properly switch off,” said Tara Schwenk, senior director of digital strategy at Lemongrass Marketing, in an email response to CNBC’s queries.
“As cognitive overload becomes a defining feature of modern life, decision-light travel is no longer a niche wellness add-on, it’s becoming a core expectation, particularly among time-poor, high-stress travellers,” Schwenk added.
The trend has reshaped high-end trips, replacing endless options with curated choices, luxury travel company HunterMoss said.
That allows ultra-luxury travelers “to be free from thinking about additional costs or logistics planning during their trip,” said Julie Hunter, director and chief operating officer of HunterMoss.
3. Wellness moves beyond spas
Another trend that’s expanding is wellness travel, which has evolved from spa packages to science-backed longevity programs and mental health-focused trips.
Offerings include Ayurvedic programs in India, yoga-and-surf escapes in Costa Rica and silent retreats in Canada.
Many travelers view wellness travel as long-term health investments, according to the Virtuoso report.
The appeal of these trips transcends class boundaries, from budget nature trips to a “healthy wealthy” trend. It is also popular with solo travelers and couples, as well as older and younger travelers, the report added.
Two-thirds of U.S. travelers under the age of 35 say they prefer active trips that involve hiking, rafting, and cycling, and over 50% believe in maintaining a wellness routine while traveling, according to a separate report by tour operator Contiki.
4. Nostalgic travel
Younger travelers are seeking vacations that take them down memory lane.
Nearly 8 in 10 Americans under the age of 35 say they either have or want to recreate a childhood trip, according to Contiki’s report.
At the same time, new retirees — a group which is starting to include the oldest members of Gen X — are embracing their newfound freedom through “golden gap year” trips, according to consultancy firm The Future Laboratory.
With no bosses to report to and no kids in tow, they are taking extended trips, both overland and via cruise ship, that are more adventurous than retiree trips of the past, their “Future Forecast 2026” report said.
The report added that nearly 25% of retirees have traveled for a year, or would consider doing so, citing research from the UK retirement village operator Inspired Villages.
5. AI in hotel service
While more travelers are turning to artificial intelligence to book trips, hotels are also using it to better understand their guests.
Next year is expected to mark a significant turn in hotels moving from reacting to guests’ requests to predicting their wants – using predictive intelligence to personalize stays before guests arrive, according to Oracle Hospitality’s report.
Some hotels already allow guests to personalize every detail of their room, such as adding a reformer Pilates machine and blackout blinds, or choosing a room closest to the breakfast buffet, according to a separate report by travel technology company Amadeus.
“As AI accelerates, personalization will no longer be a nice-to-have but the default operating system of choice,” the Amadeus report added.
