Unique journeys of discovery
As the application of artificial intelligence (AI) becomes increasingly widespread, travel planning is becoming more convenient with multi-channel, multi-experience options to choose from. Today, travelers no longer depend on a single source of information. In their journeys of discovery, AI is often used to generate initial ideas. After that, users seek real reviews on social media platforms such as YouTube, Reddit, or Instagram.
According to Amadeus, about 18% of surveyed travelers currently use AI for travel planning, and 36% use AI to receive exploration suggestions for new destinations.
From the Travel Trends 2026 report, it is not difficult to see that travelers are increasingly prioritizing depth of experience, emotional value, and autonomy in each journey. The three pillars shaping traveler behavior are deep personalization, the search for mental balance, and the application of technological solutions.
Alongside the application of AI in travel journeys, traveling with pets is no longer a newly emerging isolated trend as before but has truly become a “companion” and a “special passenger” throughout the trip. Statistics from Amadeus & Globetrender clearly show that up to 56% of survey respondents currently own pets, and about 27% of travelers took their pets on a trip for the first time in 2025.
Interestingly, specialized airlines such as BarkAir and SkyePets have launched dedicated flight routes for pets. In addition, AI-integrated wearable devices can help monitor pets’ health remotely, providing peace of mind during journeys of exploration.
Travelers are also seeking unique journeys by following films and popular culture. The Travel Trends 2026 report calls this “scripted tourism.” Films, music, and television are creating waves of exploration, motivating travelers to visit destinations featured in cultural products.
In reality, in 2025, the capital Seoul of the Republic of Korea recorded a sharp increase in visitors thanks to K-pop. In particular, the film “K-pop Demon Hunters,” released on Netflix, attracted 300 million views from global audiences.
As a result, Seoul’s tourism industry benefited as large numbers of fans flocked to visit, explore, and experience. They wore traditional costumes like the characters in the film, ate dishes featured in the film, and participated in K-pop dance classes.
Similarly to Seoul (Republic of Korea), Alberta (Canada) has clearly benefited from the appeal of the series “The Last of Us.” This is the most-watched series on HBO Max in Europe. According to Amadeus, the popularity of this work contributed to a 20% increase in international bookings to Alberta for the first half of 2026, with travel demand from European markets rising by 47%.
Travel in your own way
Personalized hotels allow travelers to experience accommodation services according to their personal preferences. With the “Pick ’n’ Stays” model, guests can choose room amenities themselves, from fitness equipment and workspace setups to wellness minibars (small refrigerators specially designed to preserve nutritious food, beverages, and cosmetics in hotel rooms).
According to the Travel Trends 2026 report, about 63% of customers are willing to pay extra for personalized experiences. At the same time, around 17% of American business travelers accept paying 20% more for office services, and about 12% of Gen Z travelers are willing to spend an additional 25% for Xbox consoles or premium TVs. Hotels offering rooms with Pilates machines, wrap-around screens, or wellness minibars are attracting strong interest from travelers.
Another trend prioritized by travelers in 2026 is direct flights. The emergence of long-range narrow-body aircraft such as the Airbus A321XLR allows the opening of more direct routes between cities that previously required transit.
This trend helps travelers save travel time and opens opportunities for emerging destinations. In the future, airports will also become places where passengers want to linger, experience, and preserve emotions.
High-tech tourism promises to bring exciting experiences for travelers in the future. The Travel Trends 2026 report by Amadeus & Globetrender indicates that travelers are beginning to seek out innovation hubs to explore new technologies, from artificial intelligence and service robots to interactive sensory spaces.
According to Amadeus research, more than 60% of global travelers express interest in supersonic aviation — aircraft capable of flying five times the speed of sound, transporting passengers from London to New York in less than one hour. In addition, 59% of travelers say they are willing to experience Hyperloop — an ultra-high-speed ground transportation system connecting major urban areas. Technology-driven cities such as Shenzhen (China) have recorded nearly 50% growth in flight searches.
Moreover, destinations that are early adopters of Innovation Tourism will attract travelers curious about the future, ready to experience new things and demonstrate a pioneering technological taste. For this group of travelers, a passport stamp is no longer the most important thing; the true souvenir they bring home is the story of having touched the future before the rest of the world.
From the Travel Trends 2026 report, it is clear that travelers are increasingly prioritizing depth of experience, emotional value, and autonomy in each journey. The three pillars shaping traveler behavior are deep personalization, the search for mental balance, and the application of technological solutions.
