New Analysis of 1 Billion+ Reviews and Contributions Shows Experiences Driving Travel Planning. TripAdvisor has released its 2026 Trendcast, naming the year the Year of Meaningful Travel Experiences. Based on global search, booking, behavioural data and over one billion user reviews, the report shows travellers prioritising deeper, more personal experiences—focusing on connection, authenticity, and purpose over traditional sightseeing. (Image: Tripadvisor)
30 January 2026
Tripadvisor has unveiled its Trendcast 2026 report, declaring this year as the “Year of Meaningful Travel Experiences.” The second annual Trendcast draws on Tripadvisor’s extensive global insights — including search, booking and behavioural data plus more than one billion traveller reviews and contributions — to map how people are planning and shaping their journeys in 2026.
Rather than simply ticking off destinations, travellers are prioritising experiences that resonate personally and emotionally. The report shows that people are intentionally planning trips around activities and connections — from active pursuits and local engagement to family-focused experiences and shared passions — rather than just visiting iconic sights.
Key Trends Shaping Travel in 2026
- Experiences over Destinations
Across searches, bookings, and reviews on Tripadvisor, meaningful experiences are clearly the dominant driver of travel decisions. Travellers now build their itineraries around what they want to do and how they want to feel, rather than where they should go. - Pet-Friendly Travel Soars
One of the most notable shifts is the surge in pet-centric travel — with bookings for dog-friendly experiences up an impressive 260% year-on-year. Far from leaving pets at home, many travellers now design holidays around their furry companions. - Adventure and Challenge
Active pursuits continue to gain popularity. Experiences classified as extreme adventures — such as glacier tours, lava field excursions, and heli-hiking — have increased significantly, reflecting a desire for physical challenge and discovery. - Family and Social Travel Evolution
Family trips are evolving too. “Child-led” planning is an emerging trend, with kids influencing destinations and activities — and families booking more immersive experiences together, from heritage tours to cooking classes. - Other trends highlighted include restorative nightlife experiences and community-driven activities that move beyond traditional sightseeing toward shared, memorable travel moments.
What It Means for the Travel Industry
Tripadvisor’s Trendcast suggests a broader shift in the tourism landscape: travellers are seeking connections — with people, cultures, nature, and themselves — through purposeful, authentic experiences. These trends are not fringe behaviours but are increasingly mainstream, influencing where people go, how they engage with destinations, and what experiences they value most.
As 2026 unfolds, the industry’s focus on meaningful travel underscores that how you travel is becoming as important as where you travel — shaping bookings, planning, and the very purpose of travel itself.
Source: Tripadvisor
