The new rules of travel: how value-led holidays are defining the industry in 2026

2025 was a year defined by inflation, political tensions, and the AI boom. Uncertainty has become the new normal, but one thing hasn’t changed – the appetite for travel remains strong. Despite rising costs of living and unstable economies, travel is proving to be almost recession-proof around the globe. 

Moving into 2026, 84% of adventurers plan to jet off on holiday more or the same amount. Gen Z (56%) are the most driven to get away, with Millennials (48%) close behind. 

But while there is no dip in demand, attitudes are shifting. The way consumers are travelling is transforming. It’s not as simple as picking a package holiday and choosing a flight anymore. Price is still important, but there are other factors fighting for top of mind and affecting how brands will sucessfully reach their consumers this year. 

Empowered abroad

Amid a loneliness epidemic and meaning recession, explorers are looking for something more – escapades that emphasise emotional safety and personal growth. They want mindfulness, personal rejuvenation, safety. In 2026, travellers are seeking new routes to wanderlust, from solo journeys and ‘hushpitality’ (destinations focused on relaxation) to home comforts and pet-friendly getaways.

For 54% of holidaymakers, rest and relaxation is still cited as the main motivation behind trips away. But spending time in nature and mental health benefits are a close second and third. 39% of travellers have been on or are planning to holiday alone, reframing it as an act of self-care and opportunity to make connections with other likeminded individuals.

The bottom-line for brands is the opportunity to offer more than just logistics. Feelings of personal safety and emotional resonance help consumers feel grounded in an uncertain world, building trust that brings holiday-goers back after a single getaway with a brand.

Establish your brand as a trust anchor everywhere

Next-gen search means travel brands need to be present wherever travellers are seeking reassurance and inspiration - from Google SERPs to AI-driven discovery. By creating expert human-centred content and strengthening your technical foundations, IDHL can amplify your authority and visibility. The result for brands? Reduced decision friction and deeper emotional resonance. 

The anti-tourist

This year, consumers are travelling but valuing meaning over movement. Growing concerns about overtourism and sustainability have caused holidaymakers to reassess their travel priorities and pivot towards brands offering fulfilling adventures that inspire but not at the sake of the planet. 

61% of Britons avoid tourist hotspots due to overcrowding. One in three voyagers feel guilty about the impact of the holidays they take. This has given rise to the anti-tourist – a rising demographic that is trading sightseeing for social responsibility, flying further off the radar, immersing themselves in local communities and leaving no trace on the destinations they visit. 

More than ever, prospective travellers care about who a brand is and what they stand for. In 2026, communicating value beyond price through ethical practices and cultural sensitivity will contribute to setting brands apart.

PR that amplifies your values

Digital PR helps brands tell their story – spotlighting your sustainability practices, local partnerships, and community impact. We can help position your brand as a trusted source of adventure, providing resources and influencer partnerships that showcase what you stand for. 

Content that fuels purposeful travel

Destination guides that keep local tastemakers at the heart. Low-impact itineraries that champion community-first experiences. Curated emails and newsletters that offer niche insight. IDHL creates content that educates, inspires, and reassures anti-tourists, strengthening brand authority and long-term loyalty. 

The Exodus Difference

Our clients, Exodus, are adventure travel specialists, dedicated to creating award-winning activity tours that connect travellers with like-minded explorers... and the communities they visit. With an impressive destination portfolio and expert local guides, Exodus tours are powered by a commitment to responsible travel and community impact. As part of this mission, Exodus has launched several sustainable initiatives, designed to protect wildlife, support local people, and enrich every journey. 

Decision detox with human value 

AI has influenced every industry, so it's no spoiler that travel isn’t any different. Decision fatigue is the new jet lag with 58% of travellers admitting they feel overwhelmed by the amount of holiday options on offer. The personalisation on offer by AI is a welcome breath of fresh air, with LLMs like ChatGPT being used to suggest travel brands, plan trip logistics, narrow down destinations, and combat burnout.

More adventurers than ever are using AI to curate and book getaways, offering bespoke itineraries and solutions to authentic traveller concerns. This convenience is undeniable, but the combination of algorithm monotony and AI tools means the human element is so much more valuable. 

This is not to say brands have to pick one or the other. Successful strategies are those that combine real life experiences and human voices with AI tools that optimise the journey and make selection and booking easier.

Balance the human-AI equation

Surface UGC, reviews, and recommendations from real travellers to inject the human experiences that today’s AI‑curated journeys lack, while ensuring full optimisation for SEO and LLM visibility, so AI agents read, trust, and recommend your brand. IDHL can help you strengthen both sides of the decision journey, pairing authentic social proof with AI‑ready content, structured data. The end product is a brand that feels genuinely human and effortlessly easy to choose in a world of overwhelming options. 

New interests, new destinations

Ancestry travel. Readaway retreats. Culinary tourism. These personal interests are inspiring new holiday products and destinations, taking more intrepid explorers off the beaten track, and outside of peak seasons. 

Think the Cayman Islands in springtime or autumn in Morocco. Supermarket safaris like visiting 7-Eleven in Japan or literary inspired getaways to Naples, Italy. Another win for sustainable travel, consumers are trading in tourist hotspots for destinations that offer authentic experiences, personal development, and connection.

Turn niche passions into discoverable journeys 

From intent-led SEO strategies that surface emerging travels trends to targeted emails that recommend destinations based off user behaviour, our experts can help you capture curiosity and convert it into bookings. We optimise for emerging interests and long‑tail queries, so your destinations appear naturally within the curiosity loops shaping future demand. 

Travel to new heights with IDHL

 Travel in 2026 isn’t moving in a straight line – the consumer journey is evolving, AI is streamlining every touchpoint, and the human element offers more value than ever. But these aren’t the only trends shaping digital marketing this year: download our guide on Marketing Trends in 2026 to get the full picture. 

Our experts are on hand to make sure your digital strategy is ready for the year ahead. Get in touch today to start your digital journey.