ALL Accor highlights eight trends shaping experiential travel in 2026

International

In a time of economic, social and environmental uncertainty, travellers are increasingly seeking emotional balance through travel

Rather than collecting possessions, they are collecting moments – driven by the desire for awe, joy, connection and meaning. According to a new report by ALL Accor, developed in partnership with trend forecasting agency Globetrender, travel decisions are now guided less by geography and more by how experiences make people feel.

Based on international research involving more than 4,300 travellers across nine countries, the study identifies eight key experiential travel trends for 2026, each defined by a distinct emotional “vibe”. Notably, one in four travellers would prefer their online travel search to begin with mood rather than destination, underscoring a fundamental shift in travel motivation.

From awe to prestige: eight defining travel vibes

The trends range from the Endorphin Economy, where live events such as concerts and sporting fixtures become the primary reason to travel, to Hyper Playgrounds, immersive environments designed to spark joy and playfulness. Portable Lifestyles reflect the growing expectation that work, wellness routines and even pets can seamlessly travel with their owners, while Social Wellness positions wellbeing as a shared, communal experience rather than a solitary retreat.

Other trends include Memory Lanes, driven by nostalgia and a desire for tangible, less digital experiences; Earth Syncing, focused on reconnecting with natural rhythms and seasonal phenomena; and Unfiltered Journeys, where travellers deliberately seek spontaneity and avoid overexposed destinations. The final trend, Points Maxxing, highlights how loyalty programmes are evolving from transactional rewards into gateways to exclusive, prestige-driven experiences.

Emotion-led travel as a strategic focus

Accor positions ALL Accor not just as a loyalty programme, but as an emotional connector, using data, technology and AI to remove friction and enable more personal, meaningful travel experiences. As Alix Boulnois, Chief Digital and Tech Officer at Accor, notes, the future of hospitality lies in blending human insight with technology to help guests access what they increasingly value most: experiences that resonate emotionally.

The report concludes that the future of travel is less about what travellers see, and more about what they feel – signalling a decisive shift towards emotion-led, experience-driven hospitality in 2026 and beyond.