Shift to Experience-Led Tourism
Skyscanner's 2026 Travel Trends report reveals a shift towards experience-led travel, driven by personal interests rather than traditional sightseeing.
The report, based on surveys of over 20,000 global respondents, identifies trends relevant to hospitality and visitor experience operators.
- 61% of Gen Z respondents choose travel destinations based on accommodation, prioritizing design and narrative over proximity to landmarks.
- Beauty tourism is gaining ground, with travelers building itineraries around skincare products and local cosmetics.
Hotels are increasingly becoming destinations in themselves.
Travel planning on beauty forums has risen sharply, suggesting potential for airports, resorts, and museums to integrate retail and wellness experiences.
Author's summary: Skyscanner report highlights experience-led tourism trends.
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