With the largest World Cup ever spanning North America and the Winter Olympics, 2026 will be a big year for travel.
As travel brands look to connect with consumers, companies are tasked with delivering more than just transportation. Consumers have come to expect memorable experiences curated around their passions and the bar will be high for travel brands to deliver.
“At Delta, we see travel as more than just getting from point A to point B. It’s about creating moments that matter,” says Alicia Tillman, chief marketing officer at Delta. “As we look ahead to 2026 and our next century of flight, we’re focused on delivering experiences that are curated, elevated and unforgettable.”
“Whether it’s through our digital platforms, our partnerships or the design of our lounges and onboard spaces, we’re innovating in ways that connect with our members and customers,” Tillman continues. “We believe the future of travel lies in people seeking out and investing in journeys that feel personal, immersive and meaningful. In the experience economy, that’s what sets us apart.”
Travel brands are now expected to help consumers create these experiences. “As we look ahead to 2026, travelers are expected to embrace journeys that feel more personalized and purposeful than ever before,” adds Ben Harrell, managing director, U.S. at Booking.com. “Whether testing relationships through adventurous ‘stress test’ getaways or stepping into the fantasy worlds of their favorite shows, people are designing trips that mirror who they are, and technology is helping them do it.”
Whether it is travel for a concert or a game or to visit an exotic locale of their favorite show, the pressure on travel brands to create dream trips will be good for travelers. “Consumers will benefit because a lot of companies are being creative about the experiences they can give you,” says Peggy Roe, executive vice president & chief customer officer at Marriott International.
Loyalty will remain an important part of the travel business in 2026, but the script is being flipped on traditional loyalty programs. Think less about points and more about delivering these dream trips.
“Travelers are moving away from loyalty programs that feel transactional and toward ones that feel genuinely personal,” says Laurie Blair, senior vice president, World of Hyatt global marketing. “The next era of loyalty will be defined by purpose over points, a shift already taking shape across the travel industry. At World of Hyatt, we’re …offering …money-can’t-buy experiences that connect members to what matters most — from our diverse brand portfolio to unique travel partnerships. Because the future of loyalty isn’t about stretching points, it’s about making members feel seen, heard and truly valued.”
Social influence & AI search
Social is shifting how consumers search, discover and plan travel. “Social and influencers really are the new search tools” says Joelle Park, chief marketing officer at BWH Hotels (owner of the Best Western chain).
Park adds that consumers are not abandoning search, but that artificial intelligence in search is transforming how consumers shop for travel. “Our partners at Google say that they’re seeing longer queries that result in more detailed responses through AI,” she explains.
Some 89 percent of travelers said they want to use AI in their future travel plans, according to a report from Booking.com. “Technology is helping turn fiction into reality by recommending secluded storybook stays and real-world filming locations that let travelers step directly into the worlds they love,” says Harrell.
Roe adds that travel brands are shifting their marketing investment into AI tools. “How a brand invests its dollars to bring its ROI to life, whether it’s capturing new customers or capturing spend or just deeper engagement, you’re going to see a lot of creativity in AI marketing next year,” she says.
As tech becomes increasingly more important, travel brands will have to balance the human side of travel. “Innovation is helping us listen better, not speak louder,” says Harrell. “For travel marketing, this will mean crafting stories that feel more intuitive, personal, and purposeful, connecting with travelers from the first spark of inspiration to the moment of booking, and beyond.”
Nostalgia & multigenerational trips
Harrell also predicts the rise in nostalgia travel in 2026. “Two-thirds of travelers (66%) are interested in using technology to recreate meaningful family memories – revisiting a childhood vacation spot, or retracing the path of an old photo,” he explains. “New tools like AI-powered photo mapping can help pinpoint the exact places where memories were made, blending innovation and emotion to create trips that are deeply personal.”
Family dynamics is also shaping two travel trends on the rise in 2026 – solo travel and multigenerational travel. “We are seeing solo travelers often immersing themselves in their area to get some quiet and disconnect from technology,” says Park.
“We’re also seeing multi-generational travel happening a lot where the parents that are taking
care of elderly parents and young kids take trips where the family is all coming together,” she adds. “But then it creates moments of connection in smaller groups during the trip. For example, grandparents and grandchildren spending a day together while the parents can escape.”
Brands that can adapt to curate experiences for different groups of consumers going on very different types of trips will win in 2026.
