NINE TRENDS SET TO CHANGE TRAVEL HABITS IN 2027

Travel in 2027 is expected to become increasingly shaped by individual preferences, moods and lifestyles, as traditional choices of destinations and accommodation give way to more personalised experiences.

A new study by Booking.com on travel trends for 2027 suggests that travellers are increasingly looking for holidays that break away from routine, offer unexpected experiences and reflect their personal needs.

Based on a survey of 28,230 respondents across 33 countries and territories, the research identifies nine trends that could shape the way people travel in the coming year.

HOLIDAYS THAT PUSH PEOPLE OUT OF THEIR COMFORT ZONES

Travellers are becoming more willing to try experiences they would not normally choose. As many as 77% of respondents are interested in taking a trip that involves something completely unexpected for their personality, while 36% want to surprise friends and family with their holiday choices.

Travel is increasingly seen as an opportunity to break away from everyday routines and discover new interests.

MONEY ALSO INFLUENCES WHO PEOPLE TRAVEL WITH

Financial considerations are playing an increasingly important role in choosing travel companions. Half of respondents have reconsidered who they travel with because of different spending habits, while 51% have experienced disagreements about money during a trip.

Interestingly, 61% of parents would like to travel without their children so they can spend more money on experiences for themselves.

MOOD MATTERS MORE THAN THE DESTINATION

For as many as 81% of travellers, how they want to feel during a holiday is more important than where they want to go.

Around 76% of respondents would use digital tools that recommend destinations based on their mood, highlighting the growing importance of personalised travel recommendations.

Members of Generation Z are particularly willing to share information about their emotional state in exchange for suggestions tailored to their needs.

MORE FLEXIBLE TRAVEL PACKAGES

Travellers want greater freedom to choose which services they pay for during their holidays.

As many as 66% of respondents are interested in packages that allow them to remove services they do not intend to use, while dietary preferences could influence the choice of accommodation or destination for 58%.

These findings point to growing demand for more flexible travel offers that reflect different lifestyles and guest expectations.

PARANORMAL TOURISM ATTRACTS INTEREST

One of the more unusual trends is the growing interest in paranormal and mysterious experiences.

Around 65% of travellers are interested in experiences connected with paranormal phenomena, while 48% would consider opportunities to make contact with someone from the "other side".

For tourist destinations, this creates opportunities to develop themed tours based on local legends, historical mysteries and stories of unexplained events.

ARTIFICIAL INTELLIGENCE AS A HOLIDAY ASSISTANT

Technology could play an increasingly important role in travel planning and helping people enjoy a genuinely relaxing break.

According to the research, 58% of respondents say the final days of their holidays are less enjoyable because of work commitments awaiting them when they return.

Around 64% are interested in the possibility of an AI agent taking over some of their work responsibilities while they are away, while 44% would use such assistance to give themselves an additional day off.

WELLNESS BEGINS ON THE PLANE

Health and wellbeing are becoming an increasingly important part of the entire travel experience, including the flight itself.

For 89% of travellers, arriving at their destination feeling rested and refreshed is important when choosing a long-haul flight.

Among the desired services are food and drinks designed to support better sleep, lighting that helps reduce the effects of jet lag, and skincare kits.

This reflects a broader understanding of wellness tourism, extending beyond hotels and spa centres to the entire journey.

SPORT AS A WAY TO MEET NEW PEOPLE

Sports activities are becoming an increasingly important part of travel, particularly for those who choose to travel alone.

Two-thirds of respondents who have travelled solo say that taking part in a shared physical activity or sporting challenge has led to lasting friendships or meaningful connections with other people.

In addition, 55% of travellers are interested in joining a sports community while on holiday.

Sport is therefore becoming more than just a recreational activity, offering opportunities to meet people with similar interests.

WALKS CREATE SPACE FOR IMPORTANT CONVERSATIONS

Couples are increasingly viewing holidays as an opportunity to spend quality time together and address unresolved issues.

Around 47% of respondents would consider taking a trip specifically to discuss relationship problems, while 81% say that an activity during a holiday has helped them have honest or difficult conversations.

Walking together and hiking stand out as activities that can make communication easier and create opportunities for more open discussions.

PERSONALISATION AS A KEY DIRECTION FOR TOURISM

The nine trends identified by Booking.com point to a growing demand for holidays tailored to individual travellers.

People want greater flexibility, experiences that match their interests and the freedom to decide what a quality holiday means to them.

For the tourism industry, this means understanding the different needs of guests will become one of the key factors shaping future development. Technology will make searching and personalising travel offers easier, but hotels and destinations will also need to adapt their services to meet changing expectations.

The study was commissioned by Booking.com and conducted through an online survey in July and August 2026, involving 28,230 respondents across 33 countries and territories. The findings reflect participants' stated opinions and intentions and do not guarantee that all the identified trends will develop to the same extent.