What’s the trend? We already know traveling to dine at a famous restaurant is a thing, but what about experiencing local cuisine in a different way? Visiting a local grocery or corner shop offers a window into day-to-day culinary customs without the pomp and circumstance of a restaurant. Different flavors of crisps, exotic fruit, regional soft drinks brands and unique sweets are just a few of the affordable treats one might find at the supermarket down the street from your hotel or Airbnb—and you can even bring some home (as long as it’s not fresh produce or meat). From the beloved 7-Elevens in Japan and Thailand to finding Nutella in an Italian supermarket without the added sugar, grocery stores are the new souvenir shops.

Why will it matter in 2026? Hilton’s 2026 trend report revealed that 48 per cent of travelers cook their own meals on holiday, and 77 percent enjoy “grocery store tourism”. Skyscanner’s recent trend report backs this up: it found that 35 per cent of global travelers plan to check out or shop at local grocery stores during their next holiday. It's also a bona fide trend on TikTok, with more than 50 million posts related to grocery store travel. This trend dovetails with travelers’ desires to experience destinations more authentically, like those who live there do, offering a cultural deep dive into local life—which also happens to be affordable.

It also tied into the trend of travelers increasingly seeking edible items as souvenirs. According to Booking.com’s trend report, 68 per cent of travelers say they would consider buying design-led kitchenware or pantry items on holiday, with 55 per cent saying they would even consider travelling to a destination specifically known for its pantry products or kitchenware. Perhaps unsurprisingly, even hotels are getting in on the trend, with many offering their own shops on the property. The Newt in Somerset has its own farm and a bustling on-site market, where locals sell their products—from jams and ciders to butter and —and which also stocks those from nearby producers. —Devorah Lev-Tov

7. Airports reinvent pre-security spaces

What's the trend? Many airport check-in areas can feel almost like ghost towns, with few facilities available before security. But as more long-established airports invest in major new terminals and expansion projects, a new trend is emerging: more expansive public zones, where the pre-security experience is no longer an afterthought. That’s long overdue. Before the 9/11 attacks in the United States, which changed airport security around the world, airports were akin to train stations: non-passengers could drink an overpriced beer with those waiting to take off at the bar beside their gate, an impossibility today. But a new wave of airport renovations is expanding facilities before security, rekindling the idea of airports as civic spaces, with sprawling open areas and amenities accessible without a ticket.

Why will it matter in 2026? Step into newly designed airport terminals, and you’ll get a sense that they’re intentionally trying to prove how local they are, inviting non-passengers and passengers alike to hang out before the latter dashes to their gates. In the US Portland International Airport’s award-winning new main terminal, which completes its final phase of construction in 2026, shows that the airport takes its job as being a gateway to the Pacific Northwest seriously. It’s the world's first major airport with a mass timber ceiling sourced from local forests and via partnerships with Indigenous groups. But what’s equally remarkable is what’s under that roof: park-like greenspaces, local shops including the city’s iconic Powell’s Books, and a mezzanine taproom with views of the runway and a not-so-secret speakeasy. Similarly, the new terminal at Pittsburgh International Airport, which opened in November 2025, places a notable emphasis on pre-security retail and gathering spaces, including beloved homegrown cafés and restaurants as well as two public outdoor terraces with paths and native plants—a rarity in US airports. But airports don’t even need to redesign their terminals to make them marginally more welcoming to non-passengers. Kansas City International, which opened its accessible new terminal in 2023, claims that 80 per cent of its food, drink and retail vendors are local. And in July 2025, it rolled out its Guest Pass for non-passengers to access post-security dining—joining a dozen or so airports launching similar programs. —JD Shadel

What’s the trend? Algae flowing through web-like tubes, Hello Kitty! dolls shaped like aquatic plants, 3D-printers squeezing out bioplastic chairs: the Japan Pavilion at the 2025 Osaka Expo showcased seaweed as a powerful renewable resource that can form part of a broader circular economy. Studies suggest that marine plants such as seagrass could capture between 20 and 35 per cent more carbon than land forests. And while seaweed was long considered a blight on beaches that needed to be removed, resorts are now becoming part of a bigger movement, finding sustainable ways to use seaweeds—from plant fertilizers and animal feed to superfood supplements added to gourmet meals and spa treatments.

Why will it matter in 2026? In the sequin-blue shallows of Zanzibar’s east coast, Mwani Mamas harvest seaweeds outside the Lux Marijani resort, as they have done for generations. While new developments have repeatedly displaced these communities of often involuntarily divorced women in financially precarious situations, Lux has encouraged their farming and utilised their skills to create a range of nutrient-rich face masks and body wraps for the spa. Indigenous knowledge is also being harnessed at Rosewood Miyakojima, where Okinawan farmers have long known about the symbiotic relationship between macro-algae and corals. Protecting both strengthens the reefs, where guests can snorkel alongside green sea turtles and the farmers reap healthier harvests of caviar-like sea grapes and salty-sweet mozuku—both of which are served at the hotel. At two-Michelin-starred ​​Enoteca Paco Pérez in Hotel Arts Barcelona, chef Paco Pérez sources from Galician small-scale seaweed producers to create butters, emulsions and chocolate desserts infused with codem, laurencia, kombu, and wakame varieties. Even waste seaweed, rich in micronutrients such as iodine, iron, magnesium and omega-3 fatty acids, has its uses; the Banyan Tree Veya Phuket and JW Marriott Khao Lak in Thailand both recycle flotsam into fertilisers and animal feed. —Lee Cobaj

9. Five-star hotels at sea

What's the trend? When you think of an ultra-luxury hotel, brands such as Mandarin Oriental or Bvlgari might come to mind. What you might not think of is a cruise ship—although that could soon change. Luxury cruises are continuing to grow in popularity, and major hotel companies are increasingly cashing in on the trend. Ritz-Carlton, for example, has been dominating this hotel-to-cruise pipeline, having launched its third yacht in mid-2025. And it’s glitzy: the 794-foot-long Luminara features 226 balcony-lined suites, restaurants by Michelin-lauded chefs and an onboard Cartier store.

Why will it matter in 2026? More high-end, cult-favorite hotel companies are launching their first cruise ships in 2026. First up is Four Seasons’ 679-foot-long, 95-suite Four Seasons I, which will debut in March 2026 with facilities such as an omakase restaurant and a “marina” with water toys —all starting at about $20,000 per suite for a weeklong 2026 sailing. The smallest cabin can accommodate up to two adults and one infant, but food and drinks aren’t included in the fare. Similarly, in June 2026, Orient Express will continue its comeback with the 721-foot-long, 54-suite Orient Express Corinthian. Fares will start at €11,000 (about $13,000) per suite for a two-night voyage, and guests can expect features such as a restaurant designed by starry chef Yannick Alléno, a marina and an expansive library. And in between, Mexico-based Grupo Vidanta is slated to expand its portfolio of high-end resorts and golf courses in April 2026 with a new 502-foot-long, 216-guest ship, VidantaWorld's Elegant. —Brittany Chang

What’s the trend? Bonnets and bustles at the ready: in 2026, set-jetting is going full period drama, with the UK’s coastline and crags likely to become the next fan pilgrimage sites thanks to a crop of literary adaptations by female directors. Jane Austen’s Pride and Prejudice is getting the Dolly Alderton treatment, with filming taking place in Deal, Botany Bay, Rye and the Peak District; while Daisy Edgar-Jones stars in the latest iteration of Sense and Sensibility, directed by Georgia Oakley and shot in Dartmoor and Devon. Chloe Zhao’s adaptation of Maggie O’Farrell’s tear-jerking Hamnet uses the Herefordshire village of Weobley to stand in for Stratford-upon-Avon; and Wuthering Heights’ iconic moors are being revived by Emerald Fennell, with Margot Robbie and Jacob Elordi playing out Brönte’s tortured love story on the Yorkshire Dales to a twisted, suitably gothic soundtrack courtesy of Charli XCX.

Why will it matter in 2026? Those looking to tap into the intersection of nostalgia meets BookTok will have several new, heritage-inspired stays to choose from as their backdrop. Historic estate Denton Reserve is ready to welcome home aspiring Cathys, having just opened six new Coachhouses and the four-bedroom Dunkirk Farm House overlooking North Yorkshire’s wily, windy moors. Meanwhile, The Landmark Trust will be opening the gates (and lowering the drawbridge) to several revamped properties across the UK, including the Elizabethan-era Tixall Gatehouse in Staffordshire, the Cornish farmstead of Lower Porthmeor, the moated tower at Laughton Place near Lewes, and the South Tower at Wentworth Woodhouse in South Yorkshire. Experience platform HeritageXplore arranges exclusive access to Britain’s independent historic houses separate from the National Trust and English Heritage, and in 2026 will not only be running limited-run HX Luxe tours in Norfolk and Scotland, but also hosting a quarterly book club that brings its estates to life. And at bibliophile’s favorite University Arms in Cambridge, a new reading retreat includes a curated reading list, personal reading journal and consultation with a “book butler” to help inspire that next literary pilgrimage. —Olivia Squire

What's the trend? When you touch down in a city you’ve never visited before, chances are the hottest place to meet and mingle will be a new wave of bathhouses and spas, which are repositioning themselves away from individualistic self-care to become alternative social spaces, with holistic programming and dedicated zones for striking up conversations. Gone are the days when bathhouses meant silent retreats or special-occasion spa visits. The new generation of urban bathhouses is designed explicitly for conversation and connection, with memberships creating a club-like atmosphere and major capital investments signalling a bigger shift.

Why will it matter in 2026? Many regions in the world have social traditions around communal bathing and saunas—that’s not a trend. But a new crop of venues in destinations without such customs speaks to the evolution; for example, Cascada in Portland, Oregon, shows how bathhouses are becoming community anchors. Cascada centers wellness programming across several floors, with an underground sanctuary for silent soaking, crowned by ground-floor social zones with an indoor pool set in a plant-filled conservatory and a communal outdoor space. In early 2026, Cascada completes this social vision with a new restaurant and bar overlooking the outdoor hot tub and sauna zone. The membership model means regulars mingle with aparthotel guests, and the access to buzzed-about fitness instructors and wellness classes makes it feel more like gathering at a neighbourhood hub than visiting a spa. Similarly, Bathhouse Chicago opens in the West Loop in spring 2026 as a 40,000-square-foot space designed by Gensler and marketed as a “modern social bathhouse” with rooftop pools and a restaurant. (Bathhouse opened a nightclub-esque space in Manhattan’s Flatiron in January 2024.) And Rosewood repositioned its Asaya brand as a “social wellness club”, which opened at The Chancery Rosewood in London in September 2025 and Rosewood Doha in October 2025, with heat rooms and bathhouses designed around social connection. —JD Shadel

12. The hotel boutique looks local

What’s the trend? Hotel boutiques are increasingly transforming into showcases for regional artists and craftspeople—and for culturally significant artisan traditions that can’t be found anywhere else. Among the swimwear and skincare, you’ll now find items for the home, made with site-specific materials or techniques, sourced from cooperatives and workshops keeping these forms of cultural heritage alive.

Why will it matter in 2026? Many of the world’s craft traditions are at risk of being lost. Take Venice, where “50 per cent of Venetian artisans, customs of craftsmanship, and traditions have been lost in recent decades,” according to Michela Canzi Blanc, president of The Place of Wonders, a philanthropic foundation from the family behind Londra Palace Venezia. The organisation helps preserve local craft traditions near their hotels through scholarships and partnership opportunities—such as Mano a Mano, an exhibition and capsule collection currently on view at Londra Palace. The 2025 collection features local ateliers such as Arzanàrt, whose artists make Venetian marbled paper by hand. Other properties around the world are making similar moves to do their bit for cultural preservation. Hotel boutiques might offer finely crafted souvenirs sourced from small-scale makers; for example the tartan blankets and tweed throws by Araminta Campbell at Scotland’s Fife Arms; the hand-dyed, handwoven Taita baskets at AndBeyond Suyian Lodge, in Kenya’s Laikipia region; the mate cups at SB Winemaker’s House & Spa Suites in Mendoza, Argentina, which are handmade in the nearby Valle de Uco. Others are partnering with local brands and organisations to curate more meaningful homewares collections. Hotel Grande Bretagne in Athens houses a permanent boutique from Anthologist, which sources items such as baskets, red-clay ceramics and hand-cast bronze objets d’art from craft studios around Greece. And Raas Devigarh is home to a new gallery for pichvai—an intricate style of hand-painted textile that originated nearby—led by Udaipur-based atelier Pichvai Tradition & Beyond. —Hannah Walhout

What’s the trend? Gen Y and Z have a lot to learn from their older and wiser forebears—now in their 60s and 70s (Boomers) or 80s and 90s (Quiet Generation). Those growing up in the digital age may not yet have understood the meditative pleasures of embroidery, steamed pudding-making or stamp collecting but it’s never too late. For those lucky enough to travel with their grandparents, a bi-generation holiday makes for a perfect opportunity to learn soft skills like these first-hand. If not, there are manifold opportunities opening up to channel your inner OAP with a “boring” holiday of early nights, poetry reading and flower arranging. Just remember to pack your corduroy and shawl.

Why will it matter in 2026? According to Heritage Crafts, there are 70 “critically endangered” skills in the UK at risk of being lost. These include glove making, rattan furniture making and arrow-smithing. Hobbyists may not be able to save these historic trades but a revival in hand-crafting and slow pastimes could provide just the antidote to screen time we’ve been yearning for. Evidence of this shift comes from 21st-century pioneers such as Knit Knit Berlin, which organises knitting retreats at The Comodo hotel in Austria; and The Luminaire travel company, which can arrange behind-the-scenes sessions with master artisans in Japan, among other passion-led experiences. At Crafted at Powdermills in East Sussex (opened November 2025), guests can sign up for pottery, forging, printmaking, natural dyeing and bird-house making. Meanwhile, games and reading are also on the rise. Lee's Youth Luck Leisure in San Francisco hosts sell-out mahjong nights; and Backgammon Social Club now has a network of sites in Miami, Philadelphia, London and San Francisco. Page Break brings literature fans together for reading retreats in the Catskills, in Upstate New York, and in South Korea, the Odong Forest Library in Seoul is a serene architectural marvel for studying in silence. —Jenny Southan

What's the trend? Three years on from the launch of ChatGTP, the AI landscape isn't perhaps quite where we thought it might be—in fact, a viral MIT study found that 95 per cent of company’s AI projects have failed. Even Sam Altman, CEO of OpenAI, has admitted that AI is in a bubble.

While AI overviews are changing the paradigm of how travel services reach online users, niche and luxury travel agents are seeing a resurgent demand for on-the-ground destination knowledge: for example, the recommendation for that beloved izakaya that doesn’t have a web presence; the island in the archipelago that’s not overrun with yoga retreats; even the best room with a view on said island.

Why will it matter in 2026? It’s the stuff that chatbots simply can’t know that makes travel in 2026 special. It’s not that new AI tools won’t influence the travel experience. But such tech will largely hum along behind the scenes, where AI—an umbrella term for disparate technologies that aren’t all new—has for years nudged you to buy a flight when it’s cheaper or helped hoteliers predict demand. Some travelers will begin their trip planning process with the chatbots du jour, but prompting will only get them so far. Travel agents already report having to help customers fix chatbot itineraries. This year, it’s human intelligence that has the greatest currency, as we increasingly seek out recommendations from people we trust: agents, niche content creators we follow, and yes, travel writers who’ve really been there. Some travelers are even adopting the label “AI vegan”, opting not to use such technology due to concerns about its environmental impacts and limitations. And those limitations are undeniable: AI trip-planning tools confidently spit out errors—and so-called “hallucination” cannot be fixed, even OpenAI’s researchers say. Chatbots don’t know what’s happening on the ground, and they certainly can't get you the best table like a trusted concierge can. Indeed, embracing the emotional connections and human curation that make travel worthwhile is the most satisfying trend of all. —JD Shadel

What’s the trend? The idea of Vikings might conjure up images of vicious warriors, but there were also peaceful Norse settlers who lived a life rich in mythology, ritual and wellness, rooted in nature and focused on the elements. These practices are alive and well in Nordic destinations such Eleven Deplar Farm, the remote hotel on Iceland’s Troll Peninsula, but they’re crossing the icy North Sea to the UK and even reaching unexpected hotspots such as St Barts.

Why does it matter in 2026? Scandi-inspired wellness, from hot-cold therapy to hygge, is now de rigueur. But Viking wellness takes this a step further, with a focus on raw, elemental experiences. At Eleven Deplar Farm, a Viking sauna includes guided breath work, intense heat, plunges into frigid water, and chanting and birch twig tapping in between. “Guests breathe the same bracing Icelandic air and drink the same clear water that sustained the Vikings, emerging grounded and connected to an ancient practice,” says general manager Kurt Berman. Spas with similar offerings can be found along the Göta River in Gothenburg, Sweden, where Viking traders once traveled. Miles away at Le Barthélemy Hotel & Spa in St Barts, a trio of Nordic baths made from red cedar wood also takes its cue from Viking contrast therapy. Communal dining is another key feature of the trend, with large tables and sharing dishes. For a taste, try Ekstedt at The Yard in London’s Westminster, where Michelin-starred Swedish chef Niklas Ekstedt cooks hay-smoked sirloin on open fires. Forget horned helmets and heavy mead and get ready to embrace an elemental approach to wellness. —Jessica Burrell

16. All eyes on Design Week

What's the trend? For years, fashion week has been the place to be seen—and not just for editors, stylists or designers. Sitting front row has become a marker of relevance for celebrities, musicians and influencers as a way to signal taste, status and a certain stamp of cool. Now, other industry events are following suit, particularly across the world of design. No longer trade-only, design weeks and fairs are increasingly drawing tastemakers eager to align themselves with the aesthetic world of interiors, architecture and craftsmanship. For creatives looking to broaden their brand and flex their design credentials, they’ve become a new kind of cultural currency.

Why will it matter in 2026? Milan’s Salone del Mobile is arguably the most prestigious design week of the year and, in 2025, reported its highest-ever proportion of international visitors, with more than 68 percent traveling from countries including China, the US, Brazil, Russia, and the UK. With its focus on “under 35” talent, the fair drew design enthusiasts at every stage of their careers—but this year, it wasn’t just industry professionals. Content creators and tastemakers also made the pilgrimage, signaling how a trade event like this now resonates with a wider audience.

UK stylist and creative consultant Lucy Williams (584,000 followers) attended for the first time, declaring it would be on her “schedule from here on out”. Meanwhile, model-artist Conie Vallese and Alix Rutsey, a merchandising lead at Calvin Klein, were spotted at design week cocktail parties across the city.

And it’s not all about Milan. Copenhagen’s 3 Days of Design in June and Paris’s Maison&Objet in January also saw increased attention from non-industry guests, with glowing coverage online suggesting their popularity will only rise. Set in some of Europe’s most exciting cities, these events inspire a flurry of pop-ups that broaden their appeal—and fuel design-led travel content that lets visitors experience a destination through a more aesthetically attuned lens. For travelers who prioritize design, these weeks may well become the new way to see a city: a fresh kind of city break. —Megan Murray

What’s the trend? Many travelers are rethinking their usual holiday plans to accentuate wellbeing. Cruise lines are rising to the challenge by adding more Eastern and holistic therapies to their spa offering and expanding the role of spas in voyages. Ships now offer day-long onboard wellness retreats and even entire wellbeing-themed cruises for the growing number of passengers seeking relaxation equally, if not more, than exploration and indulgence.

Why will it matter in 2026? Cruise lines have caught up to hotels and other land-based retreats in wellbeing offerings. On Explora Journeys, passengers bliss out on a full-day ocean wellness retreat, experiencing sound healing, gong baths under the stars, guided reflection and pranayama (controlled breathing). Scenic Luxury Cruises & Tours’ wellness-themed sailings minimize port stops to maximize onboard rejuvenation. Scenic also offers two sailings (April, October) where ships have fewer port days so passengers focus exclusively on mind-body rejuvenation. Crystal’s Aurōra spa includes a Chinese herbal medicine and acupuncture specialist, and Crystal’s new Chariot of Light treatment uses LED light therapy to balance and reset passengers’ circadian rhythm. Come August, Crystal also presents two wellbeing-themed voyages led by experts in the fields of longevity science, detox, yoga and somatic therapy. Riverboats are jumping aboard this trend too. AmaWaterways is offering Celebration of Wellness river cruises—holistic journeys to nurture body and soul. On the company’s Melodies of the Danube itinerary in July, passengers connect with nature in the Vienna woods and learn how the forest inspired a Johann Strauss II waltz, followed by a waltz lesson back on board that evening. Janice Wald Henderson

18. The butler 2.0: it’s personal

What’s the trend? Having a butler assigned to you at a hotel used to mean a stuffy man in a tuxedo dispassionately unpacking your bags and mixing you a drink. Now we have the butler 2.0, whose job is to be more of a friend in the know than an awkward assistant, while still anticipating what you need or want before you even ask. They’ve done their research before your arrival—at which they await you with a warm smile and your favourite drink already in hand—so they’ve preemptively made that hard-to-get omakase reservation, stocked the bathroom with your favorite toothpaste and put a popcorn machine in the room for the family movie night. Additionally, butler 2.0 is the point person for all of your needs. No longer is it necessary to call the valet for your car, in-room dining for room service and the concierge for tickets to a show. Instead, just text your at-the-ready butler and they will make everything happen seamlessly.

Why will it matter in 2026? Anyone paying top dollar at a five-star hotel wants all the trimmings, and in 2026, that includes a butler.  The 2026 Virtuoso Luxe Report found that 45 percent of agents have seen an increase in ultra-luxe requests, which is “now defined by having every detail seamlessly included”. This means that, for example, if a guest at The Point in Lake Saranac, New York, asks their butler to light a fire in their room on a chilly night, the butler will also arrive laden with hot chocolate and snacks. Or if children are part of the crew staying at The Woodward, Auberge Collection, in Geneva, the suite is equipped with personalized coloring books, hats and games, and the mini train schedule is at the ready.

Nowhere is the modern butler more encapsulated than in Raffles Hotels & Resorts’ “The Butler Did It” campaign, where the butler is depicted as an enabler of joy and a trusted companion—with all the right connections. “Our butlers epitomize our brand’s spirit, representing over a century of quiet artistry, graceful anticipation and moments of emotionally intuitive care,” said CEO Omer Acar. As guests look for more personalization and unique experiences in travel, a butler is often the person who can make that happen. “Over the past five years, butler service has changed and guests like to have a more personalized service; they like to build a relationship with their butler,” says Sean Davoren, director of butlers at The Dorchester. “I know what side of the bed our guests sleep on, I know where they place their toothbrush—we’re all creatures of habit, and learning those habits creates a lasting relationship. That’s the key to a butler’s success: making a difference to the guest and ensuring they feel special.” —Devorah Lev-Tov