More intense, creative and personalized travel: tourism trends in 2026

Tourism is gearing up for 2026, a year marked by more intense and creative experiences, where travelers seek to live each getaway to the fullest and where both accommodation and travel take center stage. In this context, HBX Group (HBX.SM), the leading B2B marketplace for travel technology, offers its analysis of the trends that will define the coming year, driven by the influence of social media, the expansion of Artificial Intelligence, and new cultural motivations that will transform how people find inspiration, plan, and enjoy their trips.

After a 2025 marked by more “mindful” and minimalist travel, the company anticipates a much more maximalist 2026: travelers want to make the most of every moment, combine experiences, mix luxury and authenticity, and make both the journey and the accommodation an essential part of the story.

“The traveler of 2026 is not content with simply seeing a destination: they want to experience it, engage with it, and share it. Our analysis shows a clear shift: travel is moving away from isolated transactions and becoming transformative experiences, where technology, creativity, and authenticity come together,” says Javier Cabrerizo, Chief Strategy and Transformation Officer of HBX Group.

Social networks and fandoms: from 'like' to reservation

Social media continues to play a central role in travel inspiration and selection. Most travelers share their experiences online, and many choose a destination based on its "Instagrammable factor," while content from influencers and creators is becoming a key decision-making driver.

In this context, initiatives like TikTok Go, which allows users to book hotels directly from videos, and the rise of fandom tourism (trips motivated by fan communities who travel to experience things related to their favorite franchises, artists, or universes) stand out. Also gaining relevance is the rise of unexpected brand alliances between destinations, entertainment, retail, and platforms, capable of transforming pop culture into real tourism demand.

New ways to experience travel

The search for everyday authenticity continues to gain momentum. The concept of “live like a local” is no longer just a slogan but a real way of traveling: travelers are exploring local festivals and celebrations, traditional markets, or konbinis (the popular Japanese 24-hour convenience stores that have become a cultural phenomenon), and seeking more intimate experiences such as home cooking classes, craft workshops, or guided tours led by locals who know every corner of the destination.

Added to this is a growing emphasis on culture and creativity as part of the travel experience. More and more hotels are functioning as living galleries, entire neighborhoods are combining design, urban art, and gastronomy, and there is a proliferation of initiatives that transform travelers from spectators into co-creators, with workshops and artistic residencies.

This desire for more personal experiences connects directly with another clear generational shift: the evolution from the classic "someday I'll take this trip" to "I'm doing it now, but I'm planning it carefully." Travelers are designing modular itineraries that combine city and nature, pace and leisure, luxury and simplicity. They alternate days in urban destinations with stays at iconic resorts, special culinary experiences, local activities, and moments of relaxation. It's not about improvising, but about investing in what leaves an emotional mark, which drives the demand for hybrid packages, combined stays, and high-value-added products.

At the same time, the way we think about accommodation and the journey itself is also changing. More and more travelers are choosing hotels that are destinations in themselves, whether for their natural surroundings, their culinary offerings, their design, or their cultural focus, which translates into greater customer loyalty and increased spending within the establishment. Simultaneously, the idea of ​​travel as a complete experience is gaining prominence, where scenic trains, road trips, or island hopping make transportation an essential part of the journey.

Trends that aren't going away: sustainability, nature and well-being

Beyond the new developments, HBX Group identifies a series of trends that are ceasing to be "fads" and becoming the structure of the new tourism:

Real sustainability: travelers are looking for tangible actions; less plastic, energy efficiency, filtered water, clean mobility or eco-positive experiences and not green declarations.

Nature & coolcationing: interest in nature, astrotourism, and mild climates is growing. Faced with heat and overcrowding, many are choosing cooler and quieter destinations.

Transformational & wellness travel: travel is used for well-being and growth, from retreats and solo getaways to experiences focused on rest.

Multigenerational tourism: more families are traveling together and looking for flexible accommodations, activities for all ages, and options that allow them to share costs.

Entertainment as a driving force: travel increases due to sporting and musical events, set-jetting and the rise of gaming and eSports.

Artificial Intelligence with a human face

Artificial intelligence (AI) has moved beyond being a promise and has become an everyday tool. More and more travelers are using AI assistants for inspiration, to search for destinations, or to plan itineraries.

In the case of HBX Group, this type of technology is applied to very specific cases: from intelligent classification and resolution of queries, real-time translation or multi-channel support, to internal training solutions such as "voice twins", which allow teams to be trained with realistic simulations in multiple languages.

AI should reinforce human connection, not replace it, and always under transparent, supervised, and responsible models.

“The key is not to use AI because it’s trendy, but to solve real problems. Our priority is to free people from repetitive tasks so they can focus on what no machine can do: providing empathy, judgment, and creativity to serve the traveler,” concludes Javier Cabrerizo.

Source: HBX Group.