A Travel Trends 2026 report, based on a survey of more than 9,000 travellers, paints a clear picture of how travel behaviour is shifting. In an era of hyperconnectivity, travellers are leaning towards authenticity, emotional wellbeing and deeper local connection.
TikTokfluence
One of the headline findings in Barceló Hotel Group‘s report is what Barceló calls “TikTokfluence”.
According to the report, 49% of travellers say the most useful content on TikTok shows real personal experiences and practical recommendations.
In fact, the same percentage says they give more credibility to this kind of authentic content than to traditional advertising campaigns.
Experiences before destinations
Another major shift is experience-led planning. The report shows that 40% of travellers organise their trips around the specific experiences they want to have, rather than choosing a destination first.
Experience-led travel in Southern Europe
This trend aligns neatly with:
Hotels are adapting too, evolving beyond just providing a room and instead acting as starting points for exploring the surrounding region.
The Whycation trend
Barceló’s report introduces the concept of the “Whycation”, reframing travel as intentional reconnection rather than escape.
According to the survey, 43% of respondents say travelling means disconnecting from routine and prioritising emotional wellbeing.
In practical terms, that might mean:
Southern Europe’s built-in outdoor culture, late dining, and pedestrian town centres naturally support this slower rhythm without forcing it.
Solo travel and multigenerational trips
The report identifies a clear duality in travel styles for 2026. On one hand, 40% of solo travellers say they value services and experiences designed for autonomy, efficiency and personal convenience.
Cities such as Lisbon, ranked 2nd-best solo travel destination in 2025, Barcelona, and Florence work well here. Compact historic centres, strong public transport and café culture make independent exploration straightforward.
On the other hand, 77% of respondents who travel with family say they do so to create lasting memories and strengthen bonds, seeing travel as an emotional investment.
Heritage ingredients
Food continues to shape travel decisions, but with a more conscious focus. The report finds that 40% of travellers consider gastronomy an important factor when choosing a destination. This is particularly true when it involves authentic experiences using local and sustainable products.
In Spain, Portugal and Italy, this isn’t a new invention. It’s embedded in daily life. Think top Italian cheeses like DOP Parmigiano Reggiano, Spanish olive oil, or mouth-watering Portuguese sweet treats.
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