WTF What the Future Report 2026.

2026 is shaping up to be the year travelers shake off the old rulebook.

From mini trips to pre-viral destinations, people are rewriting how, where and why they travel. Our 2026 report dives into trends backed by our data and community insights from TikTok too, that will define the year ahead for travel. But no matter how much things change, one truth remains the same: KAYAK lets you compare all of your booking options so you know you got it right.

Travel is a discretionary spend but remains a high priority for consumers. They’re adjusting to economic uncertainty by favoring off-beat destinations with traveler-friendly policies, and great value in price, services and amenities.

– Steve Hafner, KAYAK CEO

📱

Not-yet-Tok’d

💳

Booked now,

paid later

🤩

Gasp-aways

🤖

Your pal, AI

🥂

Wellth trips

🏡

Little big trips

🎟️

The main event

🧘‍♀️

Headspace

holidays

⏰

Nanocations

🐑

Soft adventures

Not-yet-Tok’d.

The next “it” destination is the one you haven’t seen on your feed yet.

After years of chasing the same viral views, Gen Z and Millennials are calling time out on copy-paste itineraries. 69% of Gen Z and 66% of Millennials say they want to visit places they’ve never been before. In fact, posts on TikTok that include #hiddengems saw a 50+% increase, and more than 1 in 5 travelers are actively hunting for destinations that sit way outside the For Your Feed comfort zone.

“Travelers are craving confidence – they want to know they are choosing amazing destinations, at the least crowded times, for the best price, because that’s winning.”

– Carolina Montenegro, KAYAK SVP Global Brand & B2B Marketing

This isn’t about posting proof anymore. It’s about finding something real. Money and safety still lead the decision making, but right behind them is a growing itch to experience something new – something that isn’t already saturated with filtered sunsets and déjà vu crowds.

So if a place hasn’t gone viral yet, that’s not a red flag. It’s the selling point.

Explore emerging destinations

Booked now, paid later.

Travelers aren’t slowing down, they’re just getting creative with how they pay for trips.

In 2026, 35% of Gen Z and 31% of Millennial travelers surveyed say credit or installment plans will decide how many trips they can actually take. “Buy now, pay later” has officially graduated from retail trend to travel enabler.

When budgets are tight, travelers lean on the payment method that gives them the most flexibility. And they expect travel companies to support those options.

– Annie Wilson, KAYAK Chief Commercial Officer

And it’s arriving at the right time. Based on KAYAK flight searches, international fares from the US are down about 10% from last year, making that big trip abroad a little more within reach. Plus, travelers are leveling up their deal-hunting game – use of flight price alerts is up 4% year over year, while car rental alerts jumped 60%.

So while 70% of younger travelers say cost is the biggest factor shaping their 2026 plans, they’re not sitting it out. They’re finding new ways to make it work – and KAYAK’s tools are helping them do it.

Check our “Book now Pay later” filter

Gasp-aways.

Forget souvenirs – 2026 is the year
of goosebumps.

Travelers are chasing moments that make them stop, stare and say, “wow.” From solar eclipses to glowing oceans, it’s all about the kind of experiences you can’t scroll past or stage.

41% of travelers say awe-inspiring experiences are a top priority in 2026, and 63% say natural wonders will guide their travel plans. Among Gen Z, nature trips are now a top-three vacation pick. Naturally, #glamping saw a +20% increase in TikTok posts – a sign that awe and outdoors are officially back on the itinerary.*

Awe might be free, but the deals don’t hurt either.

Check your gasp-away

Your pal, AI.

AI has officially joined the group chat.

Remember when you asked your friends for travel tips? Cute. These days, more and more travelers are swapping group chat gossip for smarter and faster guidance from AI.

For Gen Z and Millennials, AI isn’t just a tool – it’s the new, savvy travel buddy who actually knows what it’s talking about. 41% say they trust its picks because it pulls advice from millions of sources and 34% say it feels more accurate and up to date than anything their friends send in a DM.

Nearly 6 in 10 travelers say they’d change destinations if AI told them there’s somewhere better, half admit they’d do it for a better deal.

Travelers are using KAYAK.ai for identifying travel deals – not just for making itineraries. Metasearch’s unique value of comparing prices remains the best strategy for deal seekers.

– Matthias Keller, KAYAK Chief Product Officer

Here’s what travelers are asking their new travel BFF to do:

31% to sniff out deals
29% for on-the-go travel tips
18% to decode visas and local rules

Basically, AI has gone from “helpful tool” to “friend who plans everything and somehow gets the upgrade.”

Go to KAYAK AI mode

Destination ideas or personalised itineraries? Far off track! Here is what KAYAK AI Mode users really prompt about:

Value, best, cheapest
44% of categorized prompts are about finding deals and budget travel options

To fee or not to fee
Checking on travel rules and policies is one of the top 3 prompt- intentions (10%)

Inside-scoop FAQ
Popular prompts ask about hotel amenities and neighborhoods, plus flight choices like stopovers, seasonality and airport flexibility.

Wellth trips.

Luxury is getting a wellness makeover.

For Gen Z and Millennials, “wellth” is the new wealth. 66% say mental reset is their top reason for traveling, and 70% plan to spend more on luxury trips in the future. But their idea of “luxury” looks a little different. It’s less about showing off and more about showing up rested.

44% say fine dining makes a trip feel lavish, dining in high‑end restaurants rose 12%** while experiential dining like wine tastings or set menus increased by 47%** in 2025 according to OpenTable.

37% of travelers want spa or wellness treatments, and 36% go for exclusive experiences. For 1 in 5 travelers, it’s the small stuff – a quiet morning, better coffee or that just-right hotel pillow – that makes the difference. Or, just some extra sleep. For this, try the KAYAK Explore “Sleepcations” filter, finding destinations within your budget that are perfect for rest.

The data backs it up by a 150% surge in #wellnesstravel use by TikTok creators, with KAYAK searches for premium economy flights up 18% year over year and luxury-style hotels up 128%. Travelers aren’t chasing status – they’re chasing serenity.

Visit our sleep tourism guide

Little big trips.

The big-city rush is out, small-town charm is in.

For many Gen Z and Millennial travelers, the next great escape isn’t a weekend sprint through Manhattan – it’s a slow wander through a small town. In 2026, 84% say they’d rather visit a rural area or smaller city than a major hub.

Lower prices and thinner crowds help, but the real draw is authenticity. 34% want a more genuine experience – the kind you find at local bakeries, quiet harbors or hole-in-the-wall diners. And yes, social media still plays its part. One in five travelers say they’ve been inspired to visit lesser-known spots after seeing them online.

If you’re ready to swap skyscrapers for cobblestone streets, KAYAK AI Mode can help you find smaller cities that fit your vibe and your budget. Think of it as your shortcut to discovering places you didn’t know you were looking for.

Tour townsized destinations

TikTok is reshaping how people explore the world, and is home to a vibrant culture of search and discovery when it comes to planning travel. KAYAK has identified a number of emerging travel behaviors that we are seeing play out in real-time on TikTok, and we’re thrilled to see these trends take shape in the year ahead as travelers plan their next trips.

– David Hoctor, Vertical Director of Travel, Global Business Solutions at TikTok

The main event.

In 2026, the destination is wherever the action is.

From stadium anthems to championship chants, travelers are building their itineraries around moments that make headlines.

97% of Gen Z and Millennial travelers say they plan to travel for a major event in 2026, whether it’s a concert, festival or global sports showdown. Music leads the charge with 44% hitting the road for live shows, followed by 37% for sports, 33% for cultural festivals and 31% for unique performances in unexpected places.

Big stages mean big travel plans. There’s a global soccer tournament taking over the US, Mexico and Canada (good news: KAYAK has a multi-city search feature that will let you hit up several stadiums – learn more here). Then the winter games land in Italy. And the pan-Asia Games head to Japan. Add global tours from major performers and 2026 is shaping up to be one loud, unforgettable year.

So pack your earplugs and your passport – it’s going to be a busy summer.

Try our multi-city sorter

Headspace
holidays.

It’s not about seeing more, it’s about thinking less.

Travel used to be about seeing as much as possible. Now it’s about finally catching your breath. In 2026, more travelers are slowing down,- not out of laziness, but for sanity.

66% say relaxation and mental reset are their top priorities and 55% say traveling at a slower pace helps clear their head. Nearly four in 10 even say it widens their perspective.

For 32%, it’s all about quality over quantity – doing fewer things, but doing them well. Think long lunches, not jam-packed days. Still, real life gets in the way: budgets, limited vacation days and group travel top the list of what keeps people from fully embracing the slow lane.

The verdict? #Slowtravel registered an almost 330% post increase within the TikTok creator community. It isn’t about going nowhere. It’s about going mindfully – and coming back with a refreshed mind.

To find a destination that’ll get you in the right headspace, ask KAYAK AI Mode to give you ideas on the top destination to help you unwind.

Find destinations to unwind

Top 10 destinations to unwind recommended by KAYAK.ai

An islet with a sheltered bay surrounded by rugged slopes covered in vegetation.

Azores, Portugal

Volcanic islands, hot springs, few tourists

A group of islands of various sizes protrudes from the shallow, crystal clear, tranquil waters.

Raja Ampat, Indonesia

Unspoiled islands, diver’s paradise, raw nature

In a small seaside village, a long floating dock extends into the sea with two identical boats.

Isla Holbox, Mexico

Sand streets, hammocks, no cars

A motorbike rider cruises along the picturesque roads of a tropical island, basking in the warm golden glow of the rising sun.

Koh Yao Noi, Thailand

Quiet beaches, authentic island life

Sailboats serenely anchor in a mist-laden marina, embraced by the gentle embrace of fog, with trees adorning the banks.

San Juan Islands, USA

Orcas, forests, relaxed atmosphere

Sun umbrellas and beach chairs set up on a sandy beach, overlooking a tranquil bay with distant mountains and buildings.

Albanian Riviera, Albania

Turquoise water, low prices, not crowded

A jetty across a turquoise ocean along a beachside road with parked cars.

Kangaroo Island, Australia

Wild nature, beaches, kangaroos included

The dazzling Northern lights colour the sky green and blue over a small village along the lake bounded by steep rocks.

Lofoten, Norway

Dramatic landscapes, small villages, northern lights

A shady section of a beach with palm leaves draping over it and views of boats in the water nearby.

Caye Caulker, Belize

“Go Slow” island, Caribbean vibe, chill bars

Waiheke Island, New Zealand

Vineyards, beaches, artists

Nanocations.

Travelers are taking more short trips that deliver instant refresh without the burnout.

Who decided vacations have to be long to work? In 2026, more travelers are ditching the countdown-to-summer-break mindset and chasing short, spontaneous getaways instead.

Nearly 63% plan to take several shorter trips in 2026, proving that you don’t need two weeks off to hit reset. These mini escapes deliver the same refresh in half the time – and with way less planning.

Call it the age of “treatonomics” – the idea that small indulgences aren’t luxuries anymore, they’re necessities. The share of hotel searches for 1-3 night stays has increased by 13% within a year, while the use of #weekendgetaway increased by 60% on TikTok. Travelers want freedom to go when the mood hits, not when the calendar says so.

Flexibility is key too. 49% want plans they can change at the last minute, and 30% want experiences tailored to their mood once they arrive.

Short trips, big payoff. Because sometimes all you need is one good night away to feel like a new person.

Try our weekend filter

Soft adventures.

Adventure doesn’t have to mean
roughing it.

Today’s travelers want the outdoors with good wine, soft towels and a touch of comfort. They’re trading in tents for trendy hotels and adding spa days to their hiking itineraries. Call it the new outdoors: scenic hikes in the morning, local wine at sunset, fresh linens waiting back at the room.

With wanderlust amplified, #adventuretravel rose almost 10% on TikTok. One in four travelers now mix light adventure with relaxation, choosing activities like hiking, cycling or paddleboarding that leave time for a nap after. Another 23% call themselves adventure and nature seekers and 25% plan to travel for at least three months in 2026.

+24%

searches for towels

+21%

searches for linens

+223%

searches for trendy hotels

Comfort isn’t an afterthought either. Looking at amenities, searches for nice towels are up 24% and linens up 21%. Not too shabby. Overall, bookings for trendy hotels have jumped 223% year over year. Because even explorers deserve a soft landing.

Find your next adventure

Methodology

Travel trends for 2026 were identified based on an online survey conducted by WALR among 2029 Gen Z and Millennials residing in the US who have travelled in the last two years. Fieldwork took place between October 1st – October 8th 2025. Data has been collected adhering to MRS (Market Research Society) and ESOMAR guidelines to ensure ethical and accurate data collection.

The survey insights regarding the desire to visit new destinations are based on an online survey conducted by PureSpectrum among 2,012 consumers residing in the US who travel internationally for leisure at least once a year. Fieldwork for the research took place between August 13th and 20th, 2024.

Based on flight and hotel searches made on KAYAK.com and associated brands in the period between April 1, 2025 and September 30, 2025 for travel between January 1, 2026 – December 31, 2026 from any airport in the US. They were compared to the same search and travel period in 2024 and 2025. All prices are average prices for economy return tickets. Prices may vary and savings cannot be guaranteed. Percentages for differences in prices are approximate.

Emerging destinations are defined as destinations with the largest year‑over‑year improvement in rank based on flight searches, where “rank” is the destination’s position when ordered by total search volume for the specified search dates (rank 1 = highest search volume). Destination exclusions may have been applied in cases of insufficient data or according to the official travel advisory at the time the analysis was conducted.

All airfares to Gasp-away destinations reflect the average cost of an economy round-trip ticket to the country in which the destination is located.

TikTok analyzed video creation trends and hashtags used by its community between January 1, 2025 and November 30, 2025. These were then compared to the hashtags added during the same period in 2024.

* Based on GWI survey data. The target audience consisted of 19,799 participants from Generation: Gen Z residing in the United States. A stratified sampling method was used to ensure representation across key demographics such as age brackets, gender, and geographic regions. Respondents were recruited through online panels known for their accurate representation of the US internet-using population.

**OpenTable looked at the number of seated diners, Experiences, and restaurant price point from online reservations for all active restaurants on the OpenTable platform globally from January 1 – December 10, 2025 and compared it to the corresponding time period in 2024. Price point is determined by restaurants.