6 SHOPPING THE EVERYDAY In 2026, authenticity is found in the ordinary. Supermarkets and grocery stores are emerging as unlikely travel hotspots, offering insight into local life through food, packaging and everyday habits. Skyscanner reports that 73% of UK travellers visit supermarkets abroad, while 77% globally enjoy the experience. Meanwhile, 48% of travellers cook their own meals on holiday, reinforcing the shift towards lived-in, local experiences. This trend indicates a broader move away from curated tourism. Travellers want experiences that feel real, accessible and unfiltered, where culture is encountered, not staged. 7 COOKING UP EXPERIENCES Closely linked to the supermarket sweep trend, food tourism is becoming increasingly hands-on. In 2026, travellers are stepping into kitchens, bakeries and vineyards to learn, create and engage. From pastry- making classes in Paris to cooking workshops in Tokyo, experiential dining is now a major driver of travel activity bookings. At the same time, wine tourism is expanding into lesser-known regions, as travellers look beyond traditional destinations. It’s also a nod to preferences for active participation. Travellers want to understand not just what they are eating, but how and why it is made, turning food into a cultural experience rather than a consumption moment.
8 CHASING AWE In a hyper-digital world associated with alienation and disassociation, travellers want to feel truly extraordinary. The pursuit of awe is becoming a key travel motivator. Around 34% of travellers prioritise awe- inspiring experiences, while 55% say natural wonders influence their travel decisions. From the Northern Lights to solar eclipses and wildlife migrations, these experiences offer something that cannot be replicated online. This trend reveals growing desire for emotional impact; travel that feels bigger, deeper and more memorable than everyday life. TRAVEL: IT’S A VIBE 97% agree travel helps them recharge emo- tionally 25% would like their online search experience to start with a mood 89% agree live events give them a natural high worth travelling for 69% plan a trip around a seasonal natural phenomenon (Source: ALL Accor and Globetrender) 9 TAKING THE QUICK WAY OUT Short-haul, short-duration trips – quickies – are dictating travel patterns. Travellers, particularly the Gen Z demographic, are embracing fast, flexible getaways that deliver maximum impact in minimal
time. Airbnb data shows a rise in 1-2 day international trips, driven by social media trends and the desire to maximise limited annual leave. These ‘nanotrips’ prioritise energy – food, culture, nightlife – over relaxation. Crucially, this is not about cutting back, but about travelling differently. Rather than one long holiday, travellers are spreading their time and budget across multiple and often spontaneous, shorter breaks.
SMALL TRIPS, BIG NUMBERS 66% planning multiple short trips 1-4 day flight searches up 8%
#weekendgetaway content up 60% 48% want flexible, last-minute plans 10 SEEKING THE UNSCROLLED As social media saturates popular destinations, travellers are actively looking beyond the algorithm. The appeal lies in places that have not yet gone viral on TikTok. More than 70% of Gen Z and Millennials say they want to visit destinations they have not seen before, while searches for ‘hidden gems’ continue to rise. This is not just about avoiding crowds, reclaiming discovery and being the first to visit. These travellers are prioritising originality, selecting places that feel personal rather than performative. If a place is not trending, that is increasingly its strongest selling point.
132 | ATM YEARBOOK 2026
Made with FlippingBook Digital Proposal Creator