In recent years, travelling seems to have changed significantly. Data from Accor shows a rise in digital nomads since the COVID-19 pandemic, along with an increase in solo travel among young people, a trend amplified by social media. While travellers were once driven primarily by luxury and relaxation, many are now seeking more meaningful experiences. These experiences are often driven by adventure, authentic culture and a desire for pre-digital simplicity.
What’s motivating travellers this year?
Research in 2026 from Accor found that 25% of travellers begin their research for their next trip focusing on the emotional outcome they want from their experience. Travellers are prioritising unique and personal experiences over consumer goods. Following the pandemic, there has been a significant travel boom.
This highlights a new motivation for adventure and worthwhile experiences over luxury holidays, which have been typically favoured in the past. This new trend is being pushed by younger travellers, typically in their 20s and 30s. For example in the UK, 25 to 34 year-olds took an average of 5.5 holidays in the past year, far above the 3.8 average across all age groups, often choosing longer and more immersive trips.
Why has this travel trend shifted?
Travel trends are shifting towards more meaningful and impactful travel experiences, which is driven by a desire for authenticity in an increasingly superficial world.
Jasmine Bina, brand strategist and CEO of Concept Bureau, commented on the travel shift stating:
“Life has become one infinite scroll,” and so authentic travel experiences is the truest form of escapism.
This is reflected in the rise of destinations known for hiking, natural beauty and over-tourism alternatives. The recent ‘Balkan Boom’ with countries such as Bosnia and Herzegovina, Montenegro and Albania are experiencing a surge in tourism with Albania attracting over 11 million tourists in 2024, with this expected to increase to over 15 million in 2026.
Additionally, the Association of British Travel Agents found that around 50% of travellers want to visit somewhere they have never visited before suggesting travellers are favouring adventure and new experiences over familiarity and comfort.
What motivates you to pick your next trip? Let us know in the comments down below.
