British Airways Holidays has unveiled its 2026 Travel Trends Report, highlighting a shift towards wellness-led, experience-driven travel. Key trends include clock-free “chronocations”, body-positive and self-acceptance holidays, immersive tech-powered theme parks, loyalty points spent on experiences, cognitive-health breaks and a renewed love for nostalgic, vintage travel, alongside rising interest in destinations such as Bermuda, Crete and St Kitts. (Image: BA)
British Airways (IAG)09 January 2026
From self-acceptance escapes and clock-free adventures to immersive, tech-driven attractions, British Airways Holidays has unveiled the travel movements expected to shape how we holiday in 2026.
Wellness remains a dominant force, influencing several of the year’s biggest trends. Time, for many travellers, is becoming irrelevant: almost one in five UK holidaymakers now abandon schedules altogether while away, choosing instead to eat, sleep and explore entirely on their own terms. At the same time, attitudes toward body confidence are shifting, with nearly a third of UK adults saying body-positive experiences are more socially accepted today than they were ten years ago.¹
Loyalty is also evolving, moving beyond traditional upgrades toward meaningful experiences. Nearly three-quarters of British Airways Holidays customers say they shop more frequently with brands when enrolled in loyalty programmes — a seven-percentage-point rise over the past year.²
Other notable emerging themes include holidays designed to support cognitive health, increasingly immersive theme park experiences, and a growing appetite for nostalgic, retro-style shopping and discovery.
Alongside trend insights, British Airways Holidays has revealed its most searched-for destinations for 2026, as well as locations seeing sharp growth in interest. Destinations such as Bermuda, Crete, St Kitts and Turks and Caicos are among those experiencing a surge in searches.
The findings come from the British Airways Holidays 2026 Travel Trends Report, produced in partnership with global travel trend forecasting agency Globetrender. The report analyses customer search data and behavioural insights to highlight both destination demand and the cultural forces shaping future travel choices.
Image: BA
2026 Rising Stars²
Destinations experiencing the biggest growth in package holiday searches during 2025 for travel in 2026:
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Bermuda (+38%)
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St Kitts (+31%)
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Turks and Caicos (+22%)
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Grenada (+20%)
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Crete (+18%)
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Costa Rica (+15%)
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Nashville (+13%)
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Antigua (+8%)
Most Searched Destinations in 2025 for 2026 Travel²
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New York
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Orlando
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Dubai
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Maldives
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Barbados
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Las Vegas
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Cancun
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St Lucia
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Dominican Republic
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Antigua
Key Travel Trends for 2026
Chronocations
Chronocations reflect a growing desire to align holidays with our natural body rhythms rather than rigid daily schedules. As daylight-saving time reaches its 110th anniversary and sparks renewed debate, travellers are increasingly using holidays as a chance to reset their internal clocks. With 19% of UK travellers already abandoning timekeeping altogether, this trend represents a quiet rebellion against routine — from late-night stargazing to early-morning social experiences that redefine how time is experienced.¹
Uninhibited Holidays
A cultural shift toward authenticity and self-acceptance is reshaping travel behaviour. British Airways Holidays highlights a rise in body confidence when abroad, with around one in eight UK adults saying they feel more comfortable with what they wear on holiday than at home, and nearly one in ten feeling equally confident anywhere they go.¹ From sauna traditions to Japanese onsens and Turkish hammams, travellers are rejecting filtered ideals and embracing environments that encourage freedom, acceptance and disconnection.
Stream Parks
Theme parks are entering a new era as entertainment and gaming brands bring digital worlds into physical spaces. With 38% of UK travellers keen to step inside the universes of their favourite shows or games, immersive attractions are blurring the boundary between screen and reality. Mixed-reality parks and branded experiences inspired by streaming platforms and video games are transforming the future of theme park tourism.¹
The Valueverse
Despite ongoing cost-of-living pressures, travellers are unwilling to sacrifice holidays. Instead, loyalty programmes are enabling a new form of accessible luxury. Points earned through everyday spending are increasingly being redeemed for unique experiences, not just flights or upgrades. This shift is creating a “Valueverse” where smart use of rewards helps reduce costs and brings aspirational travel within reach.
Neurosurfing
Mental wellbeing is becoming a key travel priority. Over a quarter of UK adults say lack of sleep impacts their mental balance more than social media, poor physical health or digital overload.¹ As a result, travellers are seeking experiences that actively promote cognitive restoration. Neurosurfing focuses on high-impact relaxation through practices such as breathwork, meditation and ecstatic dance, designed to guide the brain into restorative states rather than relying on passive rest.
Vintage Junkets
In response to global homogenisation, travellers are increasingly drawn to retro experiences and second-hand treasures. Nearly half of UK adults agree that vintage and nostalgic activities offer a deeper, more authentic connection to destinations.¹ Vintage Junkets celebrate discovery through the past, embracing serendipity, character and the charm of pre-digital travel culture.
Andrew Flintham, Managing Director of British Airways Holidays, said:
“I always look forward to the insights revealed in our annual Travel Trends Report. Wellness continues to influence how people holiday, and it’s no surprise to see this reflected across so many of the trends. With the majority of our customers valuing loyalty programmes as a way brands can reward them, The Valueverse perfectly captures how expectations are evolving. We’re excited to bring these trends to life for our customers.”
Jenny Southan, Founder, CEO and Editor of Globetrender, added:
“In an era defined by economic strain, digital overload and social fragmentation, holidays are becoming powerful spaces for transformation. They allow people to explore new identities, restore mental balance and rediscover joy that everyday routines often suppress. The British traveller is now more experimental, reflective and values-led than ever before. What unites these trends is a shared desire to feel more alive through travel.”
The full 2026 Travel Trends Report can be downloaded or viewed at www.ba.com/holidaytrends.
¹ YouGov Plc survey on behalf of British Airways Holidays, sample of 2,104 UK adults, conducted online 5–6 November 2025.
² Based on British Airways Holidays package search data on ba.com between 1 January and 9 November 2025 for 2026 travel, compared with the same period in 2024.
Source: British Airways
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