Travel in 2026 won’t be about ticking off as many countries as possible. It’s becoming something more personal, softer, and surprisingly introspective. A new industry report from Minor Hotels captures this shift perfectly: travellers are trading bucket lists for experiences that feel restorative, connected, and deeply meaningful.

Minor Hotels’ first-ever Travel Trends Report, Travelling Deeper: A Search for Lasting Connection, outlines what many in the industry have sensed but struggled to articulate. The desire to travel “with purpose” is no longer a niche trend reserved for wellness retreats or off-grid escapes. It’s becoming the default mindset for mainstream travellers.

And according to the report, the emotional component is now as influential as the physical destination.

Demand Is Still Rising — But Motivations Are Changing

Despite inflation, cost-of-living concerns, and geopolitical uncertainty, global travellers are not pulling back. Quite the opposite: 94% plan to travel as much or more in 2026 compared to 2025. Nearly half expect to increase their travel budgets, signalling confidence in the year ahead.

Luxury travellers in particular are driving momentum, with 61% planning more trips than last year. But even here, the motivation isn’t extravagance for its own sake — it’s value, memory, and personal impact. Travellers remain price-conscious, but they’re increasingly willing to invest in experiences that feel meaningful.

This mirrors findings from Skift’s State of Travel 2025 report, which notes that “emotional ROI” is becoming a major decision factor, especially among Gen Z and millennials. Booking.com’s annual Travel Predictions also highlights a rise in “soul-searching travel,” emphasising emotional wellbeing as a reason to book.

Minor Hotels’ findings line up neatly with this global pattern.

How We Plan Is Evolving — And Tech Plays a Quiet Supporting Role

The planning phase is shifting as well. More than half of travellers now book within three months of departure, blending spontaneity with caution. Hotel websites remain the top planning tool, but technologies like generative AI are quietly entering the travel funnel.

Interestingly, the report notes that although digital tools help travellers choose, they prefer to disconnect on arrival. Seventy-one percent say digital breaks are vital to their wellbeing — a fascinating contrast in a world increasingly dependent on screens.

It echoes what Deloitte found in its 2024 Travel and Hospitality Outlook: travellers rely heavily on digital resources to book but crave analogue experiences once they land.

Connection Is King: Small Moments Matter Most

Connection — human, cultural, emotional — sits at the centre of the report. In 2026, most trips will be shared journeys with partners, families, or close friends. Notably, 86% of respondents prioritise quality time over everything else.

What travellers value most is surprisingly simple: long dinners, slow afternoons by the pool, discovering neighbourhood culture at an unhurried pace. More than half of travellers prefer activities exclusively with their group, while still carving out moments of solitude. Time in nature, spa treatments, and fitness experiences top the list of restorative preferences.

This mirrors broader market data: wellness travel continues to be one of the fastest-growing segments globally, with the Global Wellness Institute projecting it to reach $1.3 trillion by 2025.

Food, Culture, and the Power of Returning

Eighty-five percent of travellers say food is their main gateway into local culture. Culinary exploration now outranks nearly every other cultural activity — reinforcing the rise of local markets, chef-driven hotel restaurants, and experiential dining.

Historic architecture and natural landscapes remain steady favourites. And one powerful insight stands out: when travellers feel emotionally connected to a destination, 76% say they are likely to return. For destinations and hotels, emotional engagement has become a revenue driver.

Staying With Values: Sustainability Starts to Influence Bookings

Nearly half of respondents say a hotel’s sustainability commitments shape their booking decisions. This includes environmental practices, cultural preservation, and community engagement.

This aligns with trends reported by Expedia Group, where 70% of travellers say they prefer brands that are “authentic and responsible.” While travellers still prioritise price and convenience, sustainability now plays a more meaningful supporting role — and sometimes a deciding one.

Conclusion: A New Competitive Landscape for Meaningful Travel

Minor Hotels’ report captures a truth that brands like Marriott, Accor, and IHG have also been quietly building toward: the future of travel is emotional, intentional, and experiential. The industry’s biggest players are increasingly designing stays around wellbeing, connection, and cultural immersion — not just room categories and loyalty perks.

What’s striking is how universal the trend has become. Whether you look at Skift, Booking.com, Deloitte, Expedia, or the Global Wellness Institute, the message is consistent: travellers want depth. They want to come home feeling different, not just rested.

For hotels and destinations competing in this new landscape, the opportunity lies in crafting stories, rituals, and moments that feel genuinely personal. Not mass-produced. Not algorithm-driven. Human.

2026 won’t be defined by how far people go — but by how deeply they experience the places they choose.

If Minor Hotels is right, the next era of travel will be quieter, more connected, and far more intentional. And the brands that will win are the ones that understand that meaning, not mileage, is the new luxury.