As 2026 approaches, the world of travel is undergoing a transformation—one shaped by shifting priorities, global uncertainties, and the ever-present influence of technology and social media. According to the latest Travel Trends Report from Skyscanner, a leader in the tourism sector, and Omio's NowNext '25 report, travelers are not just eager to pack their bags—they're reimagining how, where, and why they go.
Skyscanner’s newly released rankings for the best travel destinations in 2026 spotlight a diverse array of trending locations, with at least one Italian destination making the coveted list. The report, published on October 17, 2025, highlights how travelers are increasingly drawn to personalized experiences, often inspired by the curated feeds of social media influencers and the growing role of advanced technology in trip planning. The desire for bespoke adventures is stronger than ever, and the ways in which people discover and book their journeys are changing fast.
But what’s driving these changes? Omio—a global leader in multimodal travel booking—offers some answers in its annual NowNext '25 report, also released on October 17. Compiling insights from a YouGov survey of over 10,000 participants across Italy, Spain, Germany, the United Kingdom, the United States, Brazil, Japan, and Australia, Omio’s data paints a vivid picture of the evolving traveler mindset. The findings are clear: the world may be in flux, but wanderlust is undiminished.
Global uncertainty remains a significant factor. According to Omio, a striking 69% of those planning a vacation in the next year say that world events will influence their travel plans. Yet, despite the turbulence, the appetite for adventure is not waning. In fact, 30% of respondents intend to travel more frequently than before. Even with the rising cost of living, travel remains a top priority—38% of those surveyed say they will prioritize vacations over other non-essential expenses.
To make travel possible amid economic challenges, savvy tourists are adopting new strategies. Traveling in the off-season appeals to 28%, while 27% plan further ahead, and 31% embrace flexible planning to snag the best deals. This resourcefulness has given rise to what Omio describes as the “Deal Hunter”—a traveler who is here to stay, always on the lookout for bargains and clever ways to stretch their budget.
Europe, it seems, is still the continent of dreams for many. The Omio report reveals that 56% of Britons, 45% of Germans, and 42% each of Italians and Spaniards plan to book European getaways in 2026. And it’s not just locals—travelers from outside Europe remain enchanted by its storied cities and scenic landscapes. Yet, there’s a subtle shift: Europeans are increasingly opting to explore their own backyard rather than venturing to far-flung destinations.
Interestingly, the sources of travel inspiration are also evolving. While social media (29%) and artificial intelligence (9%) play a role, most travelers are turning to more "human" channels. Past trips (42%) and word-of-mouth recommendations (39%) now outweigh internet searches. And there’s a new twist: 23% of respondents admit that films and TV shows influence their travel choices, fueling a boom in so-called "screen tourism." According to Omio, “tourism guided by the screen is booming and reshaping the sector.”
What about the kind of vacations people crave? In 2026, the call of the sea is louder than ever. Nearly half (46%) are seeking relaxation on the beach, and 51% want to return home feeling rejuvenated. While recent years have seen a focus on capital cities and grand adventures, next year signals a shift toward a calmer, more mindful energy. About 20% of travelers are looking for time to themselves and moments for reflection, while 18% want wellness and self-care experiences.
Sustainable tourism is another trend that’s here to stay, but it’s taking on new forms. Instead of focusing solely on eco-friendly transportation, travelers are showing a stronger interest in supporting local businesses (25%), embracing regional culture (38%), and exploring less crowded, "off-the-beaten-path" destinations (32%). Italians and Spaniards are particularly keen, with 41% and 39% respectively expressing a desire to escape the crowds—a likely reaction to overtourism in their own countries.
The allure of secondary cities is also on the rise. While major capitals have long dominated travel wish lists, 21% of travelers now want to visit lesser-known capitals, drawn by lower prices (51%), fewer crowds (44%), and unique attractions (40%). Omio’s booking data backs this up, showing a 34% increase in trips to so-called "secondary cities" compared to last year.
Travel motivations are shifting along gender lines as well. Men are 19% more likely to travel solo in 2026, often seeking disconnection from the frenetic pace of daily life. Women, meanwhile, are more likely to travel for connection—30% plan trips to strengthen social bonds, 34% for family reunions, and 22% with friends.
Generation Z is making its mark, too. This cohort is reshaping the travel landscape with a pragmatic yet adventurous approach: 31% plan their trips well in advance to manage expenses, 34% want to travel more, 26% aim to stay longer, and 23% are choosing more sustainable modes of transport. This new generation of travelers is both value-conscious and eager to explore in ways that reflect their ethics and aspirations.
Veronica Diquattro, President B2C and Supply at Omio, put it succinctly: “Travel has radically changed in recent years: from the total absence of movement during the pandemic, to revenge travel, to a new era of conscious journeys. What hasn’t changed is people’s determination to explore. The desire to travel is as strong as ever and, while it’s not always easy, travelers continue to find a way. Our report reveals a new era of attentive, smart, and value-oriented travel. At Omio, we are committed to keeping up with the new needs of travelers, ensuring that every journey is smooth. Whether it’s finding the best deals, offering the most suitable means of transport, or connecting travelers with trending destinations, we’re here to turn dreams into reality and inspiration into action.”
With technology, social trends, and economic realities all shaping the way people travel, 2026 promises to be a year of innovation and discovery. From personalized itineraries to off-the-beaten-path adventures, the world is ready for a new chapter in travel—and travelers seem more determined than ever to write it themselves.