Travel, as we know it, is changing fast. Gone are the days when picking a destination was just about ticking off a bucket list or snagging a cheap flight. In 2026, travelers are leading with their hearts as much as their wallets, seeking trips that are driven by emotion, personal meaning, and a desire to connect—whether with people, cultures, or even the local grocery store down the street. This shift is backed by two major studies released in October 2025: Hilton’s 2026 Trends Report, The Whycation: Travel’s New Starting Point, and Skyscanner’s annual look at where and how Australians are planning to roam next year. Together, these reports paint a vivid picture of a world where the “why” of travel matters more than ever before.
According to Hilton’s global survey of over 14,000 travelers across 14 countries, the concept of the “whycation” is taking center stage. As The Whycation report reveals, travelers are now motivated by a desire to rest, reconnect, and find experiences that feel genuinely meaningful. Personal exploration, cultural immersion, and even a little help from artificial intelligence are all shaping how people plan and experience their journeys. “This year’s Trend report shows that UAE and KSA residents are reinventing how they explore the world, placing greater emphasis on personal connections, cultural immersion, and travel with deeper meaning,” said Guy Hutchinson, President of Hilton, Middle East and Africa. He emphasized that Gulf residents are “leading the way in creating journeys that are as personal as they are transformative.”
For travelers from Saudi Arabia, the numbers are striking. Sixty-five percent say they make an effort to learn the local language before visiting a new destination, topping the global charts. Even more, 69% actively seek out experiences that let them engage with local customs they haven’t researched in advance. Hilton’s findings suggest that these travelers are not content to simply observe from a distance; they want to participate, learn, and truly connect. It’s not just about seeing the sights—it’s about understanding what makes a place tick.
Australia is seeing its own version of this trend. Skyscanner’s 2026 travel report, which surveyed 2,000 Australians, found that the “revenge travel” frenzy of the post-COVID years has faded. Instead, Australians are now seeking more purposeful and personal adventures. Seven out of ten respondents say cost is the biggest factor when choosing where to holiday—no surprise, given the current economic climate. But what’s interesting is how travelers are making every dollar count by aligning their trips with their passions and interests. Brendan Walsh, a travel expert at Skyscanner, told Explore that people are “certainly looking for greater value” and want trips that are “genuinely worth it.”
One of the quirkiest—and perhaps most relatable—trends to emerge is the rise of “grocery store tourism.” Both reports agree: travelers are flocking to supermarkets and local food shops abroad, eager to discover regional snacks, ingredients, and a taste of daily life. In Saudi Arabia, 78% of travelers say they always or often explore local grocery stores when traveling, slightly above the global average of 77%. Australians are not far behind, with more than 40% planning to visit grocery stores on their next holiday. Skyscanner dubs this the “shelf discovery” trend. Walsh explained that Aussies are keen to “buy some great produce, go back to the hotel and cook that food up, instead of going out to a fine-dining restaurant.” It’s a simple way to connect with a destination—and maybe even save a few bucks.
But the quest for connection isn’t limited to food. Australians are also embracing “catching flights and feelings”—a trend where more than 20% plan to meet new people on their next trip, sparking friendships or even romantic encounters. It’s a way to counteract the isolation of screens and social media, bringing a little serendipity back into travel. Another rising trend is “bookbound” travel: Aussies are heading to destinations made famous in their favorite books, planning reading retreats, and exploring beautiful bookshops and libraries while abroad. It’s travel for the soul, as much as for the senses.
Technology is playing a bigger role than ever. In Saudi Arabia, 75% of travelers say they find AI tools valuable for planning their trips, using these digital assistants to create tailored itineraries that can later be refined by human experts. Australians are catching up, with more than 40% comfortable using AI for travel planning and a third already using it to compare flights and hotels. Walsh called this a “game changer” and a “new era of travel search.” The message is clear: travelers want convenience and efficiency, but they also want their trips to feel personal and unique. AI is helping to bridge that gap, making travel planning smarter and less stressful.
Of course, budgets still matter. With economic uncertainty lingering, travelers are hunting for destinations that offer the best bang for their buck. Skyscanner’s data shows a significant jump in interest for Hamilton, New Zealand, which saw an 856% increase in flight searches between January and June 2025—thanks in part to Jetstar’s launch of new direct flights from Sydney. Meanwhile, destinations like Launceston in Tasmania, Apia in Samoa, Warsaw in Poland, Vienna in Austria, and even New York have all seen notable drops in flight prices, making them attractive options for cost-conscious adventurers.
It’s not just about where you go, but how you get there and what you do along the way. Travelers are increasingly opting for all-inclusive resorts and group tours that require little-to-no planning, freeing them up to focus on enjoyment rather than logistics. AI-assisted planning makes it easier to build an itinerary that feels just right, while the growing popularity of reading retreats, cultural immersion, and supermarket explorations means there’s something for everyone—no matter your travel style.
As 2026 approaches, one thing is certain: the motivations behind travel are more varied and heartfelt than ever before. Whether it’s learning a new language, savoring a local delicacy from a bustling market, or finding a quiet corner in a foreign bookshop, travelers are seeking experiences that resonate with who they are and what they value. The world is opening up in new ways, shaped not just by technology and economics, but by a genuine desire for connection, discovery, and meaning. That’s a journey worth taking.