New research has confirmed increasing numbers of travellers will seek to collect moments rather than accumulate things in the year ahead.
Accor partnered with global trend forecasting agency Globetrender to unveil the findings of its Experiential Travel Trends 2026 report.
Based on an international 2025 consumer survey conducted by Dynata that analysed the behaviours of thousands of travellers across nine countries (France, Germany, United Kingdom, United States, Brazil, Australia, China, India and the United Arab Emirates), the report has identified trends reflecting the aspirations of a generation in search of freedom, authenticity and emotional intensity.
The report showed 25 per cent of travellers would like their online search experience to start with 'mood', underscoring a fundamental shift: travel is no longer defined by geography alone, but by how it makes people feel.
Accor Chief Digital and Tech Officer Alix Boulnois said: "The essence of travel is evolving. As people seek deeper meaning and connection, emotions guide their journeys."
Accor Chief Loyalty and E-Commerce Officer Mehdi Hemici said: "We believe travel is more than moving between places. The true value comes from feeling moved – having your emotions stirred and passions roused ... Because the future of travel is not about what you see, but how deeply you feel.”
The findings include 89 per cent of travellers think live events make travel truly worthwhile. Among the most sought-after experiences were concerts, sporting events and music festivals.
Travellers also value the ability to travel without giving up routines or reference points. Travelling no longer means leaving life behind but taking it with you. In fact, 95 per cent of travellers consider it important to be able to maintain aspects of their usual lifestyle when travelling.
Eating habits, work and fitness routines, wellness rituals and even pets have become 'portable', allowing people to feel at home anywhere in the world.
Health and healing are becoming collective experiences, with 84.5 per cent of travellers seeking deeper, more direct connections with others, while 59 per cent associate wellbeing with moments of shared conviviality.
Travellers are swapping solitude for shared rituals, from group saunas and sunrise runs to meditations and summer camps, discovering that restoration feels richer when it's done together.
As seasons become increasingly unpredictable, 59 per cent of travellers report feeling disconnected from natural rhythms and 69 per cent have planned a trip specifically to experience a seasonal natural phenomenon such as autumn foliage, wildflower blooms, solar activity, harvest season or wildlife migrations.
As social media fatigue sets in, travellers are yearning to rediscover what algorithms have gradually erased: surprise. In a world where every restaurant is geotagged and every moment anticipated, ultra-planned trips leave little room for the unexpected.
The result: 63.5 per cent of travellers now avoid destinations considered too exposed or “overhyped”, while 82 per cent prefer seeking advice from locals or people they meet along the way.
Learn more here.
NSW Visitor Economy Strategy 2035
As global tourism shifts toward deeper, more meaningful experiences, where visitors seek genuine connections with destinations, NSW is well-positioned to lead this evolution, offering immersive experiences that resonate with today’s travellers.
One of the key pillars of the NSW Government's Visitor Economy Strategy 2035 is 'Focus on experiences' to ensure the state attracts high-value travellers and drives repeat visitation through the growth and development of a strong events calendar and immersive, authentic travel.
For visitors, this includes:
- Exploring national parks and culturally significant sites with Aboriginal guides, learning ancient traditions
- Savouring farm-to-table dining, connecting with local producers
- Discovering hidden coastal treasures and untouched landscapes
- Immersing in sporting and cultural events and festivals in vibrant metropolitan and regional settings.
Learn more here.
