Travel trend steals
A magpie round-up of how people are travelling in 2026 and beyond F rom sport-led trips and screen-inspired travel to farm stays and short, high-impact getaways, the ATM Yearbook 2026 takes a glimpse at key trends determining how consumers are travelling this year. Drawing on research from industry leaders including Expedia, Booking.com, Airbnb, Skyscanner and Hilton, and more, it offers a snapshot of shifting behaviours, emerging demand and the experiences travellers are actively seeking out in 2026.
1 FOLLOWING THE FANS 2026, travellers are moving beyond headline events and into the cultural ecosystems that surround them. Whether it’s sumo wrestling in Japan, grassroots baseball in the US or regional football rivalries in Europe, sport is being reframed as a deeply local, immersive experience. According to Expedia, 57% of travellers are likely to attend a sporting event while abroad, rising to 68% among Gen Z and Millennials. This signals a broader Sport is not just a reason to travel but a way to understand a destination. In behavioural shift: travellers want participation over observation. They are hunting down the rituals, food, atmosphere and community that surround sport, turning matches into moments of cultural exchange.
2 STAYING IN THE STORY gravitating towards restored buildings – abbeys, schools, train stations and heritage homes – transformed into characterful stays. This trend reflects a desire for depth. Travellers increasingly want to feel connected to where they are staying, choosing properties that offer narrative as well as comfort. It is no longer enough for a hotel to be well designed; Accommodation is becoming a gateway to history. In 2026, travellers are it must also be rooted in place. Crucially, these spaces are not frozen in time. They are being reimagined for modern travellers, blending heritage with contemporary design, sustainability and storytelling.
HISTORY, BUT MAKE IT IMMERSIVE 90% of luxury travellers want heritage experiences
37% want to actively engage in traditions 33% want to experience places unchanged over time 43% are drawn to accommodation with vintage of heritage-style interiors (Sources: Preferred Hotels & Resorts, ALL Accor and Globetrender)
GAME ON – THE SPORTS TOURISM SURGE Sports tourism is surging: 23% plan sports-led trips in 2026, with the FIFA World Cup driving 39% of demand and the Olympics 32%. The UAE stands out, with 57% of travellers willing to travel specifically for a sporting event.
An Airbnb Idaho farm stay
This feature draws on trend reports and data from leading travel and lifestyle brands including Expedia, YouGov, Vogue, GetYourGuide, Condé Nast Traveller, Love Holidays, Skyscanner, Booking.com, Accor, Hilton, Airbnb, Forbes and Kayak.
128 | ATM YEARBOOK 2026
Made with FlippingBook Digital Proposal Creator