WTF What the Future Report 2026.
2026 is shaping up to be the year travelers shake off the old rulebook.
From mini trips to pre-viral destinations, people are rewriting how, where and why they travel. Our 2026 report dives into trends backed by our data and community insights from TikTok too, that will define the year ahead for travel. But no matter how much things change, one truth remains the same: KAYAK lets you compare all of your booking options so you know you got it right.
Travel is a discretionary spend but remains a high priority for consumers. They’re adjusting to economic uncertainty by favoring off-beat destinations with traveler-friendly policies, and great value in price, services and amenities.
– Steve Hafner, KAYAK CEO
Not-yet-Tok’d.
The next “it” destination is the one you haven’t seen on your feed yet.
After years of chasing the same viral views, Gen Z and Millennials are calling time out on copy-paste itineraries. 69% of Gen Z and 66% of Millennials say they want to visit places they’ve never been before. In fact, posts on TikTok that include #hiddengems saw a 50+% increase, and more than 1 in 5 travelers are actively hunting for destinations that sit way outside the For Your Feed comfort zone.
“Travelers are craving confidence – they want to know they are choosing amazing destinations, at the least crowded times, for the best price, because that’s winning.”
– Carolina Montenegro, KAYAK SVP Global Brand & B2B Marketing
This isn’t about posting proof anymore. It’s about finding something real. Money and safety still lead the decision making, but right behind them is a growing itch to experience something new – something that isn’t already saturated with filtered sunsets and déjà vu crowds.
So if a place hasn’t gone viral yet, that’s not a red flag. It’s the selling point.
Booked now, paid later.
Travelers aren’t slowing down, they’re just getting creative with how they pay for trips.
In 2026, 35% of Gen Z and 31% of Millennial travelers surveyed say credit or installment plans will decide how many trips they can actually take. “Buy now, pay later” has officially graduated from retail trend to travel enabler.
When budgets are tight, travelers lean on the payment method that gives them the most flexibility. And they expect travel companies to support those options.
– Annie Wilson, KAYAK Chief Commercial Officer
Gasp-aways.
Forget souvenirs – 2026 is the year
of goosebumps.
Travelers are chasing moments that make them stop, stare and say, “wow.” From solar eclipses to glowing oceans, it’s all about the kind of experiences you can’t scroll past or stage.
41% of travelers say awe-inspiring experiences are a top priority in 2026, and 63% say natural wonders will guide their travel plans. Among Gen Z, nature trips are now a top-three vacation pick. Naturally, #glamping saw a +20% increase in TikTok posts – a sign that awe and outdoors are officially back on the itinerary.*
Awe might be free, but the deals don’t hurt either.
Your pal, AI.
AI has officially joined the group chat.
Remember when you asked your friends for travel tips? Cute. These days, more and more travelers are swapping group chat gossip for smarter and faster guidance from AI.
For Gen Z and Millennials, AI isn’t just a tool – it’s the new, savvy travel buddy who actually knows what it’s talking about. 41% say they trust its picks because it pulls advice from millions of sources and 34% say it feels more accurate and up to date than anything their friends send in a DM.
Nearly 6 in 10 travelers say they’d change destinations if AI told them there’s somewhere better, half admit they’d do it for a better deal.
Travelers are using KAYAK.ai for identifying travel deals – not just for making itineraries. Metasearch’s unique value of comparing prices remains the best strategy for deal seekers.
– Matthias Keller, KAYAK Chief Product Officer
Value, best, cheapest
44% of categorized prompts are about finding deals and budget travel options
To fee or not to fee
Checking on travel rules and policies is one of the top 3 prompt- intentions (10%)
Inside-scoop FAQ
Popular prompts ask about hotel amenities and neighborhoods, plus flight choices like stopovers, seasonality and airport flexibility.
Wellth trips.
Luxury is getting a wellness makeover.
For Gen Z and Millennials, “wellth” is the new wealth. 66% say mental reset is their top reason for traveling, and 70% plan to spend more on luxury trips in the future. But their idea of “luxury” looks a little different. It’s less about showing off and more about showing up rested.
44% say fine dining makes a trip feel lavish, dining in high‑end restaurants rose 12%** while experiential dining like wine tastings or set menus increased by 47%** in 2025 according to OpenTable.
Little big trips.
The big-city rush is out, small-town charm is in.
For many Gen Z and Millennial travelers, the next great escape isn’t a weekend sprint through Manhattan – it’s a slow wander through a small town. In 2026, 84% say they’d rather visit a rural area or smaller city than a major hub.
Lower prices and thinner crowds help, but the real draw is authenticity. 34% want a more genuine experience – the kind you find at local bakeries, quiet harbors or hole-in-the-wall diners. And yes, social media still plays its part. One in five travelers say they’ve been inspired to visit lesser-known spots after seeing them online.
If you’re ready to swap skyscrapers for cobblestone streets, KAYAK AI Mode can help you find smaller cities that fit your vibe and your budget. Think of it as your shortcut to discovering places you didn’t know you were looking for.
The main event.
In 2026, the destination is wherever the action is.
From stadium anthems to championship chants, travelers are building their itineraries around moments that make headlines.
97% of Gen Z and Millennial travelers say they plan to travel for a major event in 2026, whether it’s a concert, festival or global sports showdown. Music leads the charge with 44% hitting the road for live shows, followed by 37% for sports, 33% for cultural festivals and 31% for unique performances in unexpected places.
Big stages mean big travel plans. There’s a global soccer tournament taking over the US, Mexico and Canada (good news: KAYAK has a multi-city search feature that will let you hit up several stadiums – learn more here). Then the winter games land in Italy. And the pan-Asia Games head to Japan. Add global tours from major performers and 2026 is shaping up to be one loud, unforgettable year.
So pack your earplugs and your passport – it’s going to be a busy summer.
Headspace
holidays.
It’s not about seeing more, it’s about thinking less.
Travel used to be about seeing as much as possible. Now it’s about finally catching your breath. In 2026, more travelers are slowing down,- not out of laziness, but for sanity.
66% say relaxation and mental reset are their top priorities and 55% say traveling at a slower pace helps clear their head. Nearly four in 10 even say it widens their perspective.
For 32%, it’s all about quality over quantity – doing fewer things, but doing them well. Think long lunches, not jam-packed days. Still, real life gets in the way: budgets, limited vacation days and group travel top the list of what keeps people from fully embracing the slow lane.
The verdict? #Slowtravel registered an almost 330% post increase within the TikTok creator community. It isn’t about going nowhere. It’s about going mindfully – and coming back with a refreshed mind.
To find a destination that’ll get you in the right headspace, ask KAYAK AI Mode to give you ideas on the top destination to help you unwind.
Azores, Portugal
Volcanic islands, hot springs, few tourists
Raja Ampat, Indonesia
Unspoiled islands, diver’s paradise, raw nature
Isla Holbox, Mexico
Sand streets, hammocks, no cars
Koh Yao Noi, Thailand
Quiet beaches, authentic island life
San Juan Islands, USA
Orcas, forests, relaxed atmosphere
Albanian Riviera, Albania
Turquoise water, low prices, not crowded
Kangaroo Island, Australia
Wild nature, beaches, kangaroos included
Lofoten, Norway
Dramatic landscapes, small villages, northern lights
Caye Caulker, Belize
“Go Slow” island, Caribbean vibe, chill bars
Waiheke Island, New Zealand
Vineyards, beaches, artists
Nanocations.
Travelers are taking more short trips that deliver instant refresh without the burnout.
Who decided vacations have to be long to work? In 2026, more travelers are ditching the countdown-to-summer-break mindset and chasing short, spontaneous getaways instead.
Nearly 63% plan to take several shorter trips in 2026, proving that you don’t need two weeks off to hit reset. These mini escapes deliver the same refresh in half the time – and with way less planning.
Call it the age of “treatonomics” – the idea that small indulgences aren’t luxuries anymore, they’re necessities. The share of hotel searches for 1-3 night stays has increased by 13% within a year, while the use of #weekendgetaway increased by 60% on TikTok. Travelers want freedom to go when the mood hits, not when the calendar says so.
Flexibility is key too. 49% want plans they can change at the last minute, and 30% want experiences tailored to their mood once they arrive.
Short trips, big payoff. Because sometimes all you need is one good night away to feel like a new person.
Soft adventures.
Adventure doesn’t have to mean
roughing it.
Today’s travelers want the outdoors with good wine, soft towels and a touch of comfort. They’re trading in tents for trendy hotels and adding spa days to their hiking itineraries. Call it the new outdoors: scenic hikes in the morning, local wine at sunset, fresh linens waiting back at the room.
With wanderlust amplified, #adventuretravel rose almost 10% on TikTok. One in four travelers now mix light adventure with relaxation, choosing activities like hiking, cycling or paddleboarding that leave time for a nap after. Another 23% call themselves adventure and nature seekers and 25% plan to travel for at least three months in 2026.
+24%
searches for towels
+21%
searches for linens
+223%
searches for trendy hotels