The travel world is gearing up for a shake-up, and it’s coming fast. According to Marriott’s freshly released 2026 Ticket to Travel report, the next chapter of travel will not only be led by passion, but by smart tech, conscious choices and an appetite for experiences that feel personal, not packaged.
In short, the future traveller wants it all – authenticity, innovation and sustainability. And they expect the industry to keep up.
AI is the new travel agent
If you thought AI was just for chatbot customer service, think again. The report reveals travellers are increasingly leaning on AI-powered planning tools to do the heavy lifting, crafting bespoke itineraries, predicting travel preferences, and even recommending local spots that match your vibe.
We’re entering an era of algorithmic intuition, where platforms know what you want before you do. For travel brands, resisting is not an option. It’s time to integrate. The businesses that thrive will be those using data to create smarter, faster, and more relevant experiences for customers who crave convenience with character.
Welcome to “Lux-scaping”
Luxury travel is adopting a new look. Say goodbye to the gold taps and hello to lux-scaping, a trend Marriott’s report highlights as redefining what indulgence looks like.
The new luxury isn’t about excess, it’s about access to hidden corners of the world, to untouched landscapes, and to moments that money alone can’t buy. Travellers are swapping glitz for grounding. Here’s looking at private desert picnics, artisan-led retreats, or secluded eco-villas.
For DMCs and hospitality brands, this translates to less bling, more belonging.
Country-hopping
Multi-country travel is back — and bigger than ever. With improved connectivity across Europe, the Middle East and Africa, travellers are embracing country hopping itineraries that blur borders and stretch experiences.
It’s the age of itinerary mash-ups. Want to go from Lisbon to Marrakech via a quick pit stop in Rome? Why not. Safari and spa in one trip? Consider that done.
Tourism boards that collaborate across borders, sharing marketing, routes, and storytelling, will no doubt be the ones to watch. After all, in 2026, travellers don’t just want to tick boxes, they are looking to stitch together stories.
Sustainability is the ticket
The report also finds that eco-conscious travel is very much shaping purchase decisions across all demographics, with travellers expecting transparency and tangible action. From carbon-neutral stays to community-driven tourism, green credentials are now business essentials. And the days of greenwashing are long gone. The modern traveller has a sharp eye and an even sharper conscience.
For brands, this means walking the talk, whether through local sourcing, plastic-free operations, or visible impact projects. Sustainability isn’t a nice-t-have marketing add-on, It’s an essential part of the business model.
For the travel trade, the opportunity is enormous. It’s time to lean into innovation, collaborate creatively, and build experiences that matter. Why? Well, as Marriott hints, the winners of tomorrow won’t be those who sell the most trips, but the ones who make travel feel personal again.
