From artificial intelligence and road trips to culinary experiences and the search for more authentic getaways, travellers in 2026 appear to be shifting their priorities. New global research from Booking.com shows that travel is becoming more personalised, more flexible and more experiential, with travellers placing emphasis not only on the destination, but also on how they organise, experience and remember each trip.
The travel experience is changing, and travellers seem to be demanding more control, greater flexibility and choices that better meet their personal needs. 2026 is shaping up to be a year in which travel is not simply seen as a commute or a break from everyday life, but as an investment in wellbeing, experiences, and quality time.
According to Booking.com ’According to the company’s new global survey, which has been carried out annually for nearly a decade, interest in travel remains strong. 75% travellers say they are optimistic about their next trip, whilst nature, relaxation, exploration and the search for authentic experiences remain at the top of their list of priorities.
The survey was based on responses from 32,800 travellers in 34 countries and was carried out in January 2026. Participants had taken at least one overnight leisure trip in the past 12 months, were planning to travel in 2026, and were in the process of organising their trips.
Design becomes part of the enjoyment
One of the key changes that Booking.com is observing is that planning a trip is no longer seen as a chore. Instead, it is becoming a creative process that begins well before departure.
73 % of travellers They say they enjoy researching and planning their holidays, looking for destinations, ideas and experiences that suit their preferences. This trend is even more pronounced when travelling with family or friends.
In Greece, 46% travellers plan a holiday with their family, whilst 18% organise a trip with one or more friends. Booking.com captures this new trend with the term “Main Character Planning Energy”, showing that the travel experience now begins the moment someone starts to imagine and organise their trip.
Artificial intelligence fits in a suitcase
Artificial intelligence is playing an increasingly active role in how travellers plan their holidays. 50% of travellers worldwide already use AI tools either when planning their trip or whilst travelling.
Travellers are using AI to find recommendations for activities, attractions, restaurants and experiences, as well as to search for accommodation, compare options and create more personalised itineraries.
In Greece, 40% travellers have already used an artificial intelligence tool for travel purposes. The main benefits highlighted are saving time, discovering new ideas, finding better deals and feeling more confident before making a final decision.
One trip, many experiences
Travellers in 2026 are not limited to just one experience. The new trend, which Booking.com describes as “The Art of the Add-On”, shows that more and more people are combining different activities into the same trip.
Gastronomy, shopping, concerts, sporting events and visits to friends or relatives are all part of the same programme, creating more varied and enriching getaways.
Gastronomy, in particular, is emerging as a key motivation for travel, with travellers seeking out local markets, street food, authentic restaurants and flavours that are associated with the identity of each destination.
At the same time, sporting events are becoming an increasingly important reason for travel. 20% of travellers worldwide plan to include a sporting event as part of some other type of trip by 2026, whilst 64% of Greeks say they would book a trip abroad to watch a football match.
Accommodation at the heart of the experience
Accommodation is no longer seen as merely a practical aspect of travel. For an increasing number of travellers, accommodation is a key factor in determining whether the overall experience will be comfortable, safe and memorable.
Beyond price and location, travellers are increasingly placing importance on reviews, photos, facilities and clear check-in and check-out information. Transparency and trust remain key criteria before booking.
It is worth noting that 68% of Greeks rely on reviews from other travellers to choose where to stay. This finding shows that the experiences of previous guests now serve as one of the most important factors in making a choice.
The journey becomes part of the holiday
In 2026, the journey itself takes centre stage. Road trips are on the rise as travellers seek greater freedom, spontaneous stops and more flexible itineraries.
43 % of travellers plan to hire a car in 2026, whilst more than half say they enjoy the flexibility to change their plans during the trip.
This trend is also linked to increased spending on travel. More than half of global travellers plan to spend more money on travel this year, opting for longer holidays, more frequent getaways, or experiences that offer greater personal value.
Booking.com’s findings show that travel in 2026 is becoming more conscious, more flexible and more personalised. Travellers are not only interested in where they will go, but also in how they will organise, experience and remember their trip.
With 33% of leisure travellers looking for more short domestic getaways and 53% of international travellers As people plan to spend more on their holidays, travel seems to be taking on even greater significance as a personal experience, a means of rejuvenation and a way of life.
Source: imerisia.gr