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n 2026, travelers are seeking highly personalized experiences that align with their specific passions, interests, and wellness needs. For hotels and DMOs looking to keep up with these emerging trends — from restorative, digital detoxing getaways to emotionally driven “whycations” — it’s all about digging deep into what makes your destination shine.
Ahead, we’re outlining 10 of the biggest 2026 travel trends to know, plus tips for how hotels and DMOs can tap into them through creative marketing strategies.
1. Hushpitality and Calm-cations
“Hushpitality” is a travel trend focused on creating calm, quiet, and restorative experiences — otherwise known as “calm-cations” to relax, recharge, and reset. These travelers are seeking to slow down and disconnect from the everyday chaos and the always-on digital world, with generous doses of nature immersion and digital detoxing.
With 50% of US adults reporting stress, it makes sense that travelers are prioritizing mental and emotional well-being. To achieve that sense of calm, travelers are seeking destinations that prioritize stillness — through design, service, and the surrounding environment itself.
How hotels and DMOs can tap into the trend: By highlighting your destination’s natural features, spiritual experiences, and wellness amenities across all marketing channels — from spa-focused social media content to blog posts outlining your property’s various wellness experiences.
2. Overland Travel
Travelers are on the road — and on the rails — again. Train journeys, car-sharing, and even biking trips are growing in popularity as greener alternatives to air travel. Case in point: Explore Worldwide’s Travel Market Report shows a 25% year-over-year increase in rail journey bookings in 2025. This return to train-based travel may be a reaction to the hectic nature of air travel lately (in the form of increased cancellations and delays).
The classic American road trip is also seeing a resurgence, partly due to the upcoming 250th anniversary of the United States in 2026. The US Department of Transportation’s Great American Road Trip initiative is enticing would-be road trippers with interactive maps and curated itineraries for exploring the nation’s highways, historic landmarks, and scenic destinations.
How hotels and DMOs can tap into the trend: By collaborating with nearby attractions to create detailed itinerary content (think: blogs showcasing the must-visit stops on a road or rail trip) and using geotargeting to market to audiences who live within a comfortable driving distance.
3. Off-Season and Off the Beaten Path
Drawn by lower prices, fewer crowds, and richer local experiences, travelers are increasingly booking trips during off-peak seasons. That might mean heading to Iceland in winter or visiting the Greek Islands in spring before the summer crowds arrive. They’re also seeking out lesser-known locations, like Mongolia, Nicaragua, Kyrgyzstan, and Bhutan — countries with rich cultural experiences and natural beauty that aren’t yet known as top tourist destinations.
How hotels and DMOs can tap into the trend: By focusing your content marketing efforts on experiences that aren’t available during the high season — like winter culinary adventures in a beach town or that giant ropes course that takes over the ski resort in summer.
4. AI-Powered Travel Planning
One of the biggest 2026 travel trends, according to experts, will be the growth of artificial intelligence as a tool for planning and booking trips. Travelers are already leaning on AI to create personalized itineraries, optimize bookings, and act as a virtual travel assistant. Users can also utilize AI tools to source itineraries based on specific criteria, such as budget, interests, mood, or preferred seating on a plane.
How hotels and DMOs can tap into the trend: By enhancing your GEO (generative engine optimization) strategy, which helps AI assistants and chatbots recognize the authority of your content and draw from it when making suggestions.
5. Accommodation as the Destination
Lately, hotels themselves are becoming destinations, with travelers choosing accommodations that offer a wide range of activities right on-site. More than just a place to sleep, the hotel or resort is an integral part of the overall experience. Brands are developing hotels with distinct personalities and creative design — including amenities, comfort, service, and the specific atmosphere and vibe.
How hotels and DMOs can tap into the trend: By posting social media content that highlights truly unique stays — from plush, cozy cabins to maximalist hotel rooms adorned with locally inspired art and decor.
6. “Whycations” and “Little Treat” Trips
Another big trend for 2026? Travel driven by emotional motivations, hobbies, and milestones. Hilton’s 2026 Trends Report found that 72% of travelers want to take time off to explore a personal passion. Instead of booking vacations during the holidays or for anniversaries, for example, travelers are planning trips based on purpose and meaning — whether it’s a spontaneous getaway to celebrate a new job offer or a carefully designed national park trip to check items off an adventure-focused bucket list.
How hotels and DMOs can tap into the trend: By crafting blog posts and email campaigns centered around why guests should choose your property. Is it your proximity to historic landmarks, your wellness offerings, or perhaps your thriving culinary scene?
7. Astrotourism
Travelers are looking to the skies in 2026, as celestial events are predicted to drive travel next year. With a total solar eclipse sweeping across Europe in August and 2026 expected to be a prime year for viewing the Northern Lights, demand for trips combining stargazing and natural phenomena is likely to soar. Tourists are seeking locations with dark skies and minimal light pollution, allowing better viewing of stars and other celestial objects.
How hotels and DMOs can tap into the trend: By partnering with local educational organizations to offer (and promote) after-dark activities. Think: guided night hikes, moonlit kayaking, or stargazing tours.
8. Micro-Retirements
The rise of the micro-retirement — essentially a mid-career sabbatical while on leave or between jobs — is expected to grow in 2026, with an increasing number of travelers leaving the 9-to-5 behind to embark on longer trips that blend adventure with personal interests. Rather than waiting until retirement age to check items off their bucket list, people of all ages are seizing the day.
According to Explore, 80% of Americans said they are interested in (and ready to take) an extended career break in the next two years, and 41% said they would travel during that time for 1-3 months.
How hotels and DMOs can tap into the trend: By offering flexible, long-term stay options, accompanied by curated experiences that dive deep into local activities and attractions; and/or crafting multi-week itineraries that attract “micro-retirees” on longer getaways.
9. Multigenerational Journeys
Studies show an increasing demand for extended-family trips, with parents, grandparents, and the kids all together. In fact, 57% of parents are planning travel with grandparents and children, according to the Family Travel Association’s annual survey in late 2025. Families want to spend quality time together, strengthen family dynamics, and, in some cases, share the cost of travel.
How hotels and DMOs can tap into the trend: By tailoring your marketing efforts to what each generation responds to and varying your content across platforms and channels.
10. Set-Jetting
Also known as film tourism or screen tourism, set-jetting is the practice of traveling to real-life locations featured in popular movies and TV shows. The Lord of the Rings movies helped jump-start the trend, drawing fans to the dramatic locations in New Zealand where the films were set. This year, the third season of The White Lotus drew a new wave of visitors to the luxury resorts and stunning scenery of Koh Samui in Thailand.
Set-jetters also love to retrace the steps of Sex and the City characters in Manhattan and Emily in Paris locations like Emily’s apartment in the 5th arrondissement. Next year, the live-action adaptation of Disney’s Moana is expected to boost tourism in Samoa, while the Wuthering Heights adaptation, releasing in February, could attract travelers to Yorkshire, England.
How hotels and DMOs can tap into the trend: By producing content about both well-known and hidden gem filming locations in your area and building events and promotions around them. (Check out this blog post from our client, Opal Collection, about their Adirondack lodge’s feature in Succession for inspiration.)
With 2026 travel trends in mind, it’s a great time to consider a rebrand or launch an exciting new marketing campaign. Set up a call with our expert team — we’ll work together to create a brand strategy that resonates with your target audience and expands your reach.