Travel trends for 2026: How global changes are changing our vacation behavior!

Travel trends for 2026: How global changes are changing our vacation behavior!

On October 17, 2025, Omio published its annual NowNext ’25 report, which looks at current trends in travel behavior. The survey, which surveyed more than 10,555 people from Italy, Spain, Germany, the UK, the US, Brazil, Japan and Australia, focuses on travelers planning a holiday trip in the next 12 months. The report shows that 69 percent of respondents say global events significantly influence their travel decisions.

The proportion of travelers who would like to travel more frequently in the near future is 30 percent. In addition, 38 percent of respondents emphasized that they prioritize their travel budget over other non-essential expenses. Such a clear trend suggests that people increasingly want to travel consciously and are prepared to budget financial resources for this.

Travel with a plan

The survey also shows that 28 percent of participants want to travel in the off-season, while 27 percent say they plan their trips more carefully. Flexible booking options are important to 31 percent of travelers. In particular, 56 percent of Brits, 45 percent of Germans and 42 percent of Italians and Spaniards are planning trips within Europe.

Another interesting point is that 39 percent of travelers get inspiration from personal recommendations. Looking for relaxation on the beach is a major motive for 46 percent of those surveyed, while 51 percent want to return feeling refreshed. At the same time, wellness offers and solo trips for self-reflection are increasing in importance for 20 percent of travelers.

Cultural discoveries and local support

The insight that 38 percent of travelers want to immerse themselves in regional history and culture places a clear focus on cultural experiences. About 25 percent of respondents are willing to support local providers, and 21 percent want to visit lesser-known cities to take advantage of lower prices and fewer crowds. The popularity of bookings in smaller cities has increased by 34 percent compared to the previous year.

The survey also reveals gender differences: 19 percent of men are more likely to plan solo trips, while 30 percent of women see travel as an opportunity to connect with others. Generation Z particularly stands out: 31 percent plan their trips more consciously, while 34 percent want to travel more often. This points to a shift in travel behavior and a new mindset that strives for both conscious choices and an increased appreciation for experiences.

In its report, Omio highlights the relevance of conscious and thoughtful travel. These trends are not only a response to current events, but also to travelers' ongoing need to place more value on their experiences and travel more sustainably. The findings of the NowNext ’25 report clearly show that the way people travel is evolving in a new, intended direction.