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After assessing the results of a specially commissioned 2025 Dynata survey of 4,300 travellers across France, Germany, the UK, the US, Brazil, Australia, China, India and the UAE, ALL Accor and Globetrender reveal eight breakthrough trends set to shape the way consumers travel in 2026.
Each trend is also paired with a “vibe” – reflecting the aspirations of a generation in search of freedom, authenticity and emotional intensity.
The research shows that in a world shaped by economic, social and environmental uncertainty, travellers are increasingly turning to travel as a way to self-regulate.
Rather than accumulating things, they are collecting moments – seeking awe, joy and connection as antidotes to stress and instability. Our proprietary "Vibe Menu" creates a framework for this shift.
The project was founded on the discovery that 25% of travellers would like their online search experience to start with a mood, underscoring a fundamental shift: travel is no longer defined by geography alone, but by how it makes people feel.
For collaborations, sponsorship opportunities, bespoke report commissions and consulting services, do get in touch.
