TOP TRAVEL
TRENDS OF 2026
Modern Currency Unlocks the Top Headline-making Travel & Hospitality Trends of 2026
Discover
The Trends
2026: The Year of Travel’s Revival
2026 is set to mark a new horizon for travel’s highly anticipated rebound with travelers continuing to seek experiences that provide a sense of ‘worth it’ through intentional shifts toward more conscientious choices, building trips around passions, priorities, and a renewed sense of purpose.
As a result, U.S. travel spending is projected to grow 1.1% to $1.35 trillion, and will reach $1.49 trillion by 2029, driven by a new luxury consumer mindset and a calendar stacked with uniquely American cultural milestones from America’s 250th anniversary, to a surge in sports tourism, and the upcoming Route 66 Centennial. Americans are looking for new ways to fall in love with the country again and are expected to turnout in droves to support the year’s biggest moments ahead.
Against this backdrop, Modern Currency PR has identified the top 10 trends poised to define the year of travel’s most intentional comeback yet:
The Mega-Decade Driving Sports Tourism
Second-Life Stays
Self-Care Goes Social
Glowmads
Sensorial Dining
Quiet is The Ultimate Status Symbol
Reinventing the Great American Roadtrip
PastPorts
Therapy-Cations
Social as a Search Engine
Game On: The Mega-Decade
Driving U.S. Sports Tourism
01
From the World Cup to the Olympics, U.S. cities are set to become players in the global arena.
Sports travel in 2026 is shaping up to be bigger, bolder, and more immersive than ever. As global sporting calendars accelerate and a new wave of fan culture rises, travelers are no longer content with simply attending events – they’re seeking experiences that blend sport, culture, and community. From the World Cup to the Olympics, U.S. cities are set to enter the global tourism arena. Most recently, the 2025 World Series was the most watched MLB game in 34 years with 51M viewers across the United States, Canada, and Japan.
Hotels are also heeding the call of stadium cheers in anticipation for the upcoming mega-decade of sporting events across the U.S., which has the potential to drive record levels of sports-driven tourism and visitation, including surrounding the FIFA 2026 World Cup, the 2028 Summer Olympics, the Men’s and Women’s Rugby World Cups in 2031 and 2033, and the 2034 Winter Games.
Global events are transforming host cities into vibrant micro-travel destinations, most notably Los Angeles, which is gearing up for an unparalleled season of sports serving as a host city for the FIFA World Cup in 2026, Super Bowl in 2027, and the 2028 Olympic and Paralympic Games, making the City of Angels the third city globally to host the Olympics three times in the games’ history & solidifying its status as one of the most significant sports capitals across the world.
Reinventing The Great American Roadtrip
02
The classic American journey—reborn for a new generation of conscious travelers.
In 2026, Americans are hitting the open road as the Great American Roadtrip makes a powerful comeback ahead of the nation’s 250th anniversary in 2026, marking a shift toward freedom, flexibility, and discovery.
Travelers are embracing nostalgic exploration with a sustainable twist through electric vehicles and eco-conscious choices including exploring a century of the world’s most iconic highway, Route 66. As the song famously goes, "It winds from Chicago to L.A., more than 2,000 miles all the way."
As for method of travel, the open road is truly calling, and travelers are answering: a whopping 71% of Americans plan to drive on their next vacation.
Spontaneity is another ‘why’ behind this transportation choice. 76% of global car travelers say they favor road trips over flying because it allows for more spontaneity, helping give people the power to go where they want, when they want. This era emphasizes rural America and small-town charm over crowded cities. Travelers are finding towns enlivened by murals, farm-to-table restaurants, and authentic agricultural experiences that restore communities while offering slower-paced, meaningful connection. Spontaneous detours lead to vintage drive-in theaters, antique shops, and local culinary gems.
Younger travelers are also leading a "passion-tripping" movement, building road trips around specific interests, from live music festivals to regional food trails. Gen Z travelers are 89% more likely to seek "small-town fantasy" experiences over bustling nightlife. This shift is driving unprecedented multi-generational travel, with multiple generations, including skip-generations hitting the road together. There's a transformative emphasis on collaboration and playfulness, with 73% of families involving kids in trip planning and 78% acknowledging children's role in inspiring new experiences. Children are no longer passive passengers but active co-creators, turning road trips into personalized, community-driven adventures that value depth over distance.
Domestic leisure travel is forecasted to grow 1.9% to $895 billion in 2026, as Americans continue to prioritize travel.
PastPorts
03
From childhood favorites to reimagined escapes, nostalgia is the new itinerary.
In 2026, travel is defined by hyper-local discovery and meaningful connection. Journeys are less about speed and more about sinking into destinations that spark emotion and memory, harkening back to simpler times. Nostalgia is set to fuel how the Gen Z & Millennial demographic travel, with many returning to iconic destinations that hold sentimental value, adopting retro style, timeless sayings, and classic flavors.
For many, these nostalgia-based trips are deeply emotional, driven by the desire to relive meaningful moments and share them with loved ones through destinations that evoke youth, connection, or home. Over a third (36%) of travelers view these journeys as milestones that reflect growth, reconnecting with the past, or gaining closure.
A recent study found that members of Gen Z appear to be mining the past to enrich their present lives, most notably by fostering a greater appreciation for offline living that predates them.
This movement is about more than nostalgia; it’s fueled by the timeless human urge to remember.
Quiet is the Ultimate Status Symbol
04
The new prestige lies in privacy, not presence.
In 2026, the UHNWI aren’t buying privacy, they’re investing in the luxury of discretion & intimacy, because when everything is accessible, the only true luxury left is absence. It’s not about the biggest suite, it's about the ability to go off the grid & recharge – undisturbed. Discretion signals power, and brands that master quiet intimacy over loud indulgence are set to attract the top 1% of travelers.
Hotels & resorts are tapping into this trend by developing private, personalized, in-room wellness experiences such as infrared saunas, circadian lighting, meditation & mindfulness spaces, cold plunges, skincare fridges, IV’s, and offering high-tech gym equipment.
True luxury’s ultimate status symbol is no longer about simply having, it’s about simply ‘being’, while simultaneously having the best of the best, conveniently at your fingertips.
U.S. aviation passenger traffic is expected to reach close to 1 billion passengers annually by 2026, a forecasted annual growth of 2.0% for North America.
Self-Care Goes Social
05
Community-based wellness is on the rise.
After years of “self-care” dominating the wellness space, 2026 ushers in a new era where well-being is no longer a solo pursuit but rather a shared experience. Studies show that social connection is as important to longevity as diet or exercise, and nearly 70% of travelers say they’re drawn to wellness experiences that foster community. From run clubs and cold-plunge collectives to sauna socials and community sound-baths, the new luxury is belonging to a likeminded community that moves, breathes, and grows together.
According to Skift, “social fitness” experiences are increasingly part of travelers’ itineraries – the rise of communal sports such as running, pickleball, and tennis are fueling a surge in group travel and community-centric retreats – turning wellness and fitness into a shared ritual.
As run clubs surge in popularity and marathons draw record participation, runners are swapping their usual city routes for scenic start lines and post-race retreats in inspiring locations. The trend of the “run-cation” – travel planned around destination races and picturesque running routes – continues to gain momentum among wellness-minded travelers and the running community. Hotels and resorts are now launching their own run clubs, partnering with destination races, and curating recovery-focused amenities and offerings designed to appeal to a growing cohort of runners on the move.
Second-Life Stays
06
Reinventing the guest experience through story-driven, sustainable design.
Today’s travelers are seeking more than just a bed for the night, they want places that inspire, immerse, and photograph beautifully. The modern guest craves connection and creativity, favoring stays that tell a story, awaken the senses, and leave a lasting impression. From city micro-hotels to luxe glamping escapes and creatively repurposed spaces, the definition of “where to stay” is being rewritten.
In urban environments, compact living solutions are further redefining city travel through Micro-living Hotels that maximize efficiency with smart design, modular furniture, and multifunctional rooms, appealing to solo travelers, young professionals, and budget-conscious guests.
Sustainability and storytelling will converge in 2026 in a new wave of creative accommodations in the form of salvaged and reimagined spaces, where visionary hoteliers are giving forgotten spaces new life by transforming old factories into chic loft hotels, historic mansions and schools into intimate inns, and shipping containers into eco-conscious hideaways. Even abandoned churches, lighthouses, barns, and mills are being reborn as one-of-a-kind vacation retreats where each space tells its own story, offering travelers the rare chance to stay somewhere truly original and deeply meaningful.
Luxury travelers are shifting focus in 2026 from simply the destination to the reason for going.
Sensorial Dining
07
The new era of culinary tourism is guided by a desire to activate all five senses.
No longer just a place to sleep, hotels are increasingly becoming integral to the culinary story. Diners and travelers alike are seeking to learn as much as indulge, choosing experiences over excess and leaning into one-of-a-kind, chef-led culinary journeys. From foraging excursions and bread-baking workshops to local farmers’ market tours, hands-on cooking classes, and intimate chef’s-table experiences, guests are craving a deeper connection to the craft behind the cuisine. In short, diners want to feel connected to what’s on their plate through learning, by learning the story behind the dish, knowing the chef who created it, and fully engaging all five senses along the way.
Multi-sensory & immersive experiences that engage more than just the taste buds but delight the senses take center stage, with story-driven menus and thoughtfully choreographed presentations designed to heighten emotion and memory, emphasizing sight, scent, and touch, and even emerging AV/VR elements adding a palatable tech-forward twist to truly unique dining moments.
An increased demand for culinary travel is the result of several factors, as international cooking and travel shows have played a big role in inspiring travelers. Shows such as Anthony Bourdain's No Reservations or Phil Rosenthal’s Netflix hit, Somebody Feed Phil, prove that traveling for food isn't just about eating well. It's one of the most authentic ways to experience a culture, with The World Food Travel Association's recent survey noting a connection between culinary travel and cultural immersion; 83% of respondents said that food and beverage experiences lead to a "lasting and positive impression of the destination.
The restaurant and hospitality industry is entering 2026 with a blend of technology, wellness, sustainability, creativity, and simplicity at its core. From hyper-personalized dining powered by AI to a renewed focus on comfort and authenticity, these trends highlight the evolving ways in which consumers want to eat, connect, and experience food.
Glowmads
08
Beauty rituals are shaping the where, why & how we travel in 2026.
Travel is getting a serious glow-up in 2026 as glowmads chase beauty-inspired getaways around the globe. International rituals and skincare treatments are shaping how and where we travel. From in-flight skincare routines to detours for cult-favorite products, beauty is becoming a defining part of the itinerary for a modern “glow-cation.”
Fueled by social media trends, the skincare obsession has influenced real-world travel plans, with 32% of Gen Z seeking out beauty treatments and skincare stores while abroad and millions flocking to Seoul to experience the epicenter of the Korean skincare culture boom. The trend spans cross-generationally, with 39% of Boomers stating they seek out new beauty treatments while traveling, simply for the experience.
From serums to sheet masks, skincare products have become the hottest new souvenir, offering travelers a unique way to connect with local culture and explore a destination.
For the year ahead, beauty is in the eye of the passport holder as glow-mads usher in a new era of skin-centric travel, where the ultimate souvenir is a post-trip glow.
The new travel mindset is clear: In 2026, it’s not about escaping real life, it’s about bringing yourself into the journey.
Therapy-Cations
09
From spa treatments to soul treatments—inside travel’s emotional awakening.
Luxury travel is evolving into more meaningful experiences, with travelers opting for more than just ‘wellness’ escapes, but as an opportunity to lean into healing emotionally.
As notably seen in Season 3 of The White Lotus, hotel wellness experiences will take on a new shape in 2026 in the form of ‘therapy‑cations,’ where families can pay a premium for retreats that combine upscale amenities with on-site counseling to foster deeper connections and emotional well-being.
46% of Generation Z and 35% of millennials prefer using social media over traditional search engines for discovering new brands.
Social as a Search Engine
10
Booking a trip based on the hotel you found on TikTok.
By 2026, travelers are increasingly turning to social media as their first stop for planning and discovery, using platforms like TikTok and Instagram as search engines for recommendations, experiences, and insider tips. For hotels, this shift presents an opportunity to be found at the exact moment travelers are seeking inspiration, making every post a potential touchpoint in the guest journey. Optimizing content for social search through engaging captions, trending keywords, and authentic storytelling ensures that properties not only capture attention but also drive bookings and build long-term trust with audiences.
At the same time, AI is reshaping the way travelers plan and discover trips, moving from a helpful assistant to an active travel agent. Intelligent algorithms are curating personalized destination ideas, surfacing the most relevant experiences, and even predicting traveler preferences based on past behavior and real-time trends. As AI becomes embedded in social platforms and search tools, hotels have new opportunities to reach travelers with precisely tailored content at moments of high intent, as 54% of travelers said they felt confident using AI to plan their trips in 2026, up from 47% in 2024.
Hotels that showcase signature experiences, from immersive spa treatments to rooftop dining with city views through short-form video and Reels, in addition to leveraging user-generated content can exponentially amplify authenticity and reach. These approaches transform social platforms into dynamic discovery tools, helping travelers connect with a property even before their stay begins.
By the numbers: Hashtags like #TravelTikTok (15.4M posts) and #TikTokTravel (17.1M posts) feature millions of users showing viewers how, when and where to travel.
WANDERLUST IN OVERDRIVE?
EXPLORE THE DESTINATIONS PIQUING OUR INTEREST IN 2026