The key shifts reshaping global travel
As we look ahead to 2026 and travellers start planning their next adventures, it’s an ideal moment to take stock of the key trends shaping the travel landscape – from evolving spending behaviours to emerging destination hotspots.
In this edition of Horizons, we combine Skyscanner’s proprietary search and booking data with insights from a global survey of 22,000 travellers. The result is a forward-looking view into shifting mindsets, planning behaviours and destination preferences, designed to help the industry better anticipate what’s next.
A sector evolving with purpose
2025 may have started with uncertainty, but the travel sector continues to show resilience – and growth. Demand remains strong. Traveller expectations are evolving. And innovation is accelerating.
Technology is playing a central role in that evolution. AI is advancing at pace, powering more personalised experiences, enabling faster, more dynamic decision-making, and opening new ways to meet travellers where they are – and help them get to where they want to go.
At the same time, data is becoming more actionable. Real-time insight is helping businesses to better understand market dynamics, respond to change faster, and make smarter, region-specific decisions.
Sustainability continues to be a critical inflection point. Technology is increasingly being used to help address the challenge – from supporting destination planning to encouraging more balanced tourism flows across seasons and locations.
But amid all this change, one thing is clear: The traveller remains at the centre. They’re choosing experiences that reflect their values, interests and priorities. Because travel next year isn’t about escaping from real life – it's about being more connected to it.
Indeed, confidence in the global travel and tourism sector remains strong. According to the WTTC, investment surpassed $1 trillion in 2024 – a 9.9% YoY increase – and is forecast to continue climbing throughout 2025.* While IATA also reported a 4.6% YoY increase in global demand in August, with capacity up 4.5%.**
This report captures the key patterns shaping the future of travel – from tech and data, to behaviour and purpose.
*WTTC – The World Travel and Tourism Council
**IATA – The International Air Transport Association
"Looking ahead to 2026, what’s exciting is that our data signals traveller demand and spend are set to increase. 84% of the 22k travellers surveyed globally said they’d travel the same or more in 2026, led by Gen X and Millennials. And not only is demand increasing but spend is too. 37% of travellers say they’ll spend more on flights, 31% will up their hotel budget, and 16% will put more into car hire.
These are really positive signals for the travel year ahead, which is also reflected in our own Skyscanner data. We've seen a 10% YOY increase in search data from our 160million+ monthly global travellers, and very positive growth in regions such as the Middle East, LATAM and the thriving India market.
In all of this, what's important is that partners stay ahead and adapt quickly to capture this demand. By tapping into our traveller-based data intelligence, we can give businesses strategic insights into changing market dynamics.
As technology accelerates at pace, airlines and other travel businesses will need to be at the forefront to develop even more targeted and compelling offers to meet changing travellers’ needs. We’re excited to be part of the airline industry’s evolution, building innovative dynamic distribution solutions to shape the future of travel.”
Cat King,
VP Commercial, Skyscanner
According to the WTTC, investment in travel and tourism surpassed $1 trillion in 2024 – a 9.9% YoY increase – and is forecast to continue climbing through 2025.
Beyond escape: Travel as an expression of self
The seven biggest traveller trends we’ve identified for 2026.
Methodology:
Data: Analysis of Skyscanner search data. Trending destinations analysis based on redirects conducted between January – August 2025 for all departure months and compared to the equivalent period in 2024. Most popular destinations analysis based on searches conducted between January – August 2025 for all departure months and compared to the equivalent period in 2024. Min search threshold applied.
Survey: OnePoll x Skyscanner research conducted June/July 2025 with 22,000 respondents across 18 markets globally.