A model new world report from Journey.com Group and Google, titled “Why Journey?”, reveals an enormous shift in traveler priorities for 2026, with experiences and goal taking precedence over typical itineraries. The analysis combines Journey.com’s reserving info with Google’s search insights to determine 5 rising themes redefining the enterprise.
Key tendencies highlight how journey is popping into additional intentional and technology-driven. For example, searches for “golf & spa resorts” and “ski & spa” packages grew by 300% and 250% year-over-year, reflecting demand for wellness blends. Within the meantime, cultural immersion is rising, with searches for “Japanese tea ceremonies” rising 53%.
Social media and livestreams moreover have an effect on bookings—over 75% of vacationers in Thailand, Indonesia, and India watch journey livestreams, with many reserving immediately by means of hyperlinks. In addition to, AI is popping right into a journey “co-pilot”: searches for “Help planning my journey” rose 190% as devices like Google’s Gemini assist in planning.
Primarily based on Han Feng, Vice President of Journey.com Group, “Journey in 2026 shall be larger than movement; it’s about meaning”. The study moreover notes shared experiences, much like stay exhibits and sports activities actions events, are driving journey, with two-thirds of vacationers ready to go abroad for stay exhibits.
This evolution indicators a broader switch in the direction of journey shaped by expression, connection, and know-how.
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