As the travel industry gears up for another exciting year, 2026 promises to bring shifts in consumer behaviour, preferences, and emerging opportunities for businesses across the digital marketing landscape. Here are 10 of the key travel trends that UK businesses and marketers need to know to stay ahead of the curve and competitors in the travel and hospitality industry.
1. Agentic AI is redefining trip discovery and booking
As we move into 2026, one of the biggest shifts in travel behaviour isn’t just where people look — it’s how they plan and book. Traditional search and OTAs are increasingly being supplemented (and in some cases bypassed) by agentic AI assistants and AI search tools that can interpret natural language, infer intent, and even complete bookings in a single conversation. Instead of typing keywords into search engines, travellers now ask AI tools things like “Plan me a four‑day wellness break in Portugal in autumn” and receive personalised, end‑to‑end itineraries with dates, activities, and pricing — often without ever visiting a comparison site. This means travel brands need to ensure their offerings are not just findable, but AI-search‑ready through structured data and APIs so they can appear in these next‑generation discovery pathways.
2. AI will shift loyalty and personalisation beyond traditional channels
Another trend emerging is that loyalty and personalisation are moving with the customer — into the AI agent itself. Where hotels and airlines once competed for repeat stays via their own apps or email programmes, travellers using AI assistants may remain loyal to the assistant that best understands their preferences and rewards. To stay relevant, travel brands should consider exposing loyalty data and personalised offers in machine‑readable formats so that AI systems can factor them into recommendations and bookings. The goal isn’t just to be seen — it’s to be chosen by the AI engine powering the traveller’s journey.
3. The power of micro-influencers
According to Expedia CEO Ariane Gorin, 80% of travellers now consult social media before making travel decisions. Social media remains a key driver of travel trends, but the spotlight is shifting toward micro-influencers. These niche voices provide authentic connections that resonate deeply with specific audiences. UK brands can achieve impactful results by partnering with these relatable creators.
4. Pets are a priority
Travellers are prioritising their furry companions when making booking decisions, even at premium establishments. Pet-friendly policies are no longer a nice-to-have—they’re a powerful way to attract and retain guests. Hotels should spotlight their pet-friendly amenities in marketing campaigns to secure this growing demographic. Younger generations are driving this trend as recent research by Morgan Stanley revealed that 38% of 18-34 year olds often travel with pets.
5. Travelling for experiences
The demand for travel tied to live events—be it concerts, sports, or festivals—is surging. For instance, international fans are finding value in travelling to Europe to catch their favourite artists while exploring new destinations. UK marketers should craft packages that pair event access with bespoke travel services to capture this market.
6. The rise of guest-centric hospitality
Hyper-personalisation is no longer a luxury but an expectation. From curated in-room amenities to flexible check-ins, guests want experiences that feel custom-built. Direct marketing efforts should emphasise these bespoke offerings to stand out from OTAs like Booking.com.
7. Weathering change: Climate’s impact on travel
Google Trends data shows a staggering 300% increase in searches for “cooler holidays” compared to this time last year. Climate change is shifting tourism patterns, with traditional summer destinations like Spain and Italy seeing declining interest during peak months due to extreme heat. Cooler alternatives or off-season travel are becoming more attractive. Businesses should adjust their messaging to highlight these emerging opportunities.
8. The allure of understated luxury
A growing preference for “quiet luxury” has travellers opting for boutique hotels over large luxury chains. These smaller, independent properties offer personalised touches and exclusivity that resonate with discerning guests. Marketers should focus on storytelling and emphasising the unique character of their establishments.
9. Adapting to regulatory shifts
As governments implement tighter restrictions in high-traffic destinations, such as limiting short-term rentals or addressing overtourism, the landscape is shifting. Businesses that position themselves as reliable, regulation-compliant options will have an edge. Stay informed and ready to adapt your strategies.
10. Evolving luxury in air travel
While traditional first-class flights are declining, airlines are redefining business class as the pinnacle of in-flight luxury. Others are doubling down on ultra-high-end first-class options. UK brands targeting affluent travellers can benefit from partnerships with airlines to offer seamless, premium travel experiences.
11. Cultural renaissance in the Middle East
The Middle East continues to attract attention with its evolving approach to tourism, easing restrictions on activities like gambling and alcohol. The region’s transformation offers UK marketers opportunities to align campaigns with these cultural shifts, creating compelling collaborations.
12. The rise of experience-driven travel
Modern travellers are looking beyond traditional holidays—they want stories to tell and memories to share. Businesses should create campaigns that emphasise transformative and meaningful travel experiences, appealing to this growing demand for experiential tourism.
Ready to elevate your travel marketing?
With 2026 poised to be a year of transformation, adapting to these trends will be crucial for UK businesses in the travel sector. If you’re ready to refine your strategies and outperform competitors, reach out to our expert team here or visit our Travel Marketing Services page.
