If travel trends had a Spotify Wrapped, 2026 would be all about vibes, emotion and memorable moments. Accor’s latest global travel trends report, developed with futurists Globetrender, confirms what the industry has been quietly realising – that travellers no longer choose trips by destination first – they choose them by feeling.
In an age of AI itineraries and algorithm fatigue, modern travellers crave experiences that spark awe, joy, connection and nostalgia, not just a pin on Google Maps. According to Accor, one in four travellers now want to start their travel search with a mood, not a city.
As Alix Boulnois, Chief Digital & Tech Officer at Accor, puts it:
“The essence of travel is evolving… travel is guided by emotions… We are actively leading this shift to craft unique and deeply personal experiences.”
Here’s how that emotional shift is reshaping the hospitality scene, what it means for brands, destinations and travellers alike, and how Accor continues to respond to the evolving demands.
1. The endorphin economy (Vibe: awe)
Travel is no longer the main event. The event is. From Formula 1 weekends to stadium concerts and world-class sporting moments, travellers are booking trips around adrenaline-fuelled experiences. And Accor is tapping into this by transforming hotels into front-row seats – think Pullman-branded Roland-Garros rooms, Fairmont Monte Carlo during Grand Prix season, or behind-the-scenes access at Accor Arena.
This is hospitality as a dopamine hit, where loyalty points unlock moments money alone can’t buy. With 89% of travellers saying live events enhance their travel experience, the line between hotel, venue and entertainment brand is officially blurred.
2. Hyper playgrounds (Vibe: joy)
After years of productivity culture and purpose-driven everything, travellers are craving one radical thing. Fun. Hotels are responding with playful design, immersive experiences and spaces that feel less “business hotel” and more “adult playground”.
From sky-high dining experiences to interactive art, escape rooms and bold interiors, Accor’s properties are embracing joy as a strategic asset. With 31.5% of travellers actively choosing hotels with playful design, joy is no longer frivolous, but commercially smart.
3. Portable lifestyles (Vibe: liberty)
The travel-work-life balance is no longer a trend. It has become the norm. Travellers want stays that accommodate their life including work calls, workouts, pets and all. Accor’s research highlights the rise of long stays, flexible spaces and pet-friendly travel, reflecting a world where mobility equals freedom.
When pets are family and laptops are permanent companions, hotels must support lifestyles, not interrupt them.
4. Social wellness (Vibe: connection)
Wellness has long evolved from silent retreats to shared rituals. Travellers now crave experiences that combine wellbeing with human connection, from communal saunas and group hikes to social fitness and shared spa journeys.
With a whopping 84.5% of travellers seeking deeper connection while travelling, wellness spaces are becoming social hubs rather than solitary sanctuaries. So think less “whispering spa rules”, and more “bonding over breathwork”.
5. Memory lanes (Vibe: nostalgia)
In a world saturated with filters and AI-generated content, authenticity is king. Travellers are gravitating towards iconic hotels and heritage experiences that tell real stories from The Savoy’s Belle Époque glamour to The Plaza’s legendary 16-scoop sundae made famous in Home Alone 2.
This is less about retro aesthetics, and more about emotional continuity. Nostalgia offers comfort and familiarity, which translates to a sense of belonging in an increasingly digital world.
6. Earth syncing (Vibe: serenity)
Nature-led travel is having a refined renaissance. Rather than extreme adventure, travellers want calm, seasonal experiences that align them with natural rhythms, like cherry blossom seasons, Northern Lights escapes, stargazing stays and forest bathing.
Properties like Fairmont Jasper Park Lodge exemplify this shift, offering stillness, space and a reset from always-on living. Serenity, it turns out, is the ultimate luxury.
7. Unfiltered journeys (Vibe: surprise)
After years of algorithm-driven recommendations, travellers are rebelling… politely. With 82% preferring local recommendations over generic rankings, spontaneity is back in fashion.
Accor’s approach combines AI-powered convenience with human-led discovery, which removes friction while preserving surprise. As Boulnois explains:
“We leverage intelligence to remove friction and create essential space… making travel more intuitive, enriching, and personal than ever before.”
8. Points Maxxing (Vibe: prestige)
Loyalty programmes have entered their main-character era. Today’s travellers want points that unlock access, not discounts. From sleeping pitch-side at Parc des Princes to exclusive cultural moments, Accor’s loyalty ecosystem is shifting from transactional to transformational.
With 72% of travellers prioritising unique experiences in loyalty programmes, prestige is now about access, not excess.
What does this all mean?
Accor’s 2026 travel trends sets the record straight, and that is travel is no longer destination-led. It is now very much emotion-led. In other words, “if it ain’t vibing, it ain’t happening.” So the brands that will win and continue to do so are the one who don’t just offer places to stay and things to do, but most importantly, feelings to remember.
For the industry, the key take away is this: design for emotion, deliver moments, and never underestimate the power of a great vibe.
