Travel is changing course. Where holidays were once synonymous with popular destinations, packed schedules, and social media posts, the focus is now shifting toward more personal, quieter, and more meaningful experiences.
According to a BBC report compiling data from global hotel networks and travel companies, this trend is expected to strengthen in 2026 (although signs of the shift have been evident earlier).
Digital fatigue, the pressures of modern life, and growing dissatisfaction with mass tourism are driving this change, reframing holidays as a space for recovery rather than a stage for showcasing destinations.
Quietcations: A Response to an Overstimulated World
One of the key findings highlighted in the report is the rise of quietcations, or silent retreats. This trend has emerged as a response to increasingly noisy lives, both physically and mentally.
Travelers are now deliberately seeking destinations that offer stillness, minimal disruption, and distance from digital overload.
The report also notes the growing popularity of accommodations designed around tranquility, from low-noise environments to light-free cabins. Burnout and screen fatigue are cited as the primary motivations behind these choices.
AI Makes Travel Easier (But Not Without Consequences)
The BBC also underscores the expanding role of generative artificial intelligence in the travel industry. AI is increasingly used to plan trips, book accommodations, and provide real-time language translation.
At the same time, AI introduces risks, including the potential to worsen overtourism and create new opportunities for fraud. Nevertheless, the report emphasizes that AI is also reshaping how travelers recognize and address their emotional needs before embarking on a journey.
When Fewer Choices Become a Source of Relief
Another emerging trend is the rise of travel experiences that intentionally remove decision-making. Amid exhaustion from constant choices in daily life, some travelers are opting for vacations where all details are predetermined.
Concepts such as self-driving vehicles, mystery travel packages, and cruises without fixed itineraries are seen as ways to reduce mental burden and foster a more relaxed travel experience.
Road Trips Resurge, Driven by Experience and Cost
The same report also highlights the resurgence of road trips, fueled by the search for more personal experiences and the need to keep travel costs under control. Driving offers flexibility as well as a practical alternative amid increasingly expensive airfares.
For some, road trips have evolved into premium experiences, while for others they remain the most realistic and accessible option for taking a holiday.
Extreme Personalization Replaces One-Size-Fits-All Packages
The tourism industry is moving away from standardized travel packages. Trips are increasingly designed around specific life stages and emotional conditions, such as grief retreats, post-divorce journeys, menopause-focused travel, or highly niche interests.
This shift reflects a growing demand for more meaningful experiences, positioning holidays as spaces for reflection and personal transition.
Quiet Destinations and Culture Become New Sources of Value
Interest in off-grid destinations and lesser-visited regions is also on the rise. Avoiding crowds is no longer just about seeking peace, but has become part of personal identity and values.
At the same time, culture-based travel is gaining momentum. The report notes a rise in journeys inspired by literature and film, with hotels offering reading-focused experiences, literacy retreats, and themed stays.
Finally, these changes raise a fundamental question. In an increasingly crowded world, these trends invite travelers to rethink not only where they go, but what they are truly seeking from a holiday.
