Booking Dotcom Reveals Survey Results of 29,000 People in 33 Countries
Romantage, Returning Memory, Robot Accommodation, etc. New Trends
Simple tourism-oriented travel is losing its strength. Travel experiences are increasing around the world, and travelers are now looking for a new way, an experience that suits me. A trip based on ‘what you experience’ rather than ‘where you go’. Then, what kind of travel are the world’s travelers planning for next year.
Global travel platform Booking.COM has announced 10 key keywords that will lead the future travel market through its “2026 Travel Trend” report. The survey was conducted on about 29,000 tourists from 33 countries, including South Korea.
As a result of the survey, it was found that travel is no longer a consumption that follows a set schedule or trend, but an experience that reveals individual tastes, values, and identities. It is explained that the standard for travel ahead of 2026 is getting closer to the ‘method that suits me’ than the ‘destination’.
“Romantic Resort” that goes into the world of imagination
Romance, which combines romance and fantasy, was selected as a representative keyword of the travel trend in 2026. Travelers want to get away from simply consuming places and go directly into the world view of their favorite stories.
Seventy-six percent of respondents in Korea and 71 percent on global average said they were interested in travel destinations inspired by the romance genre. More than half said they are also willing to participate in a role-play trip based on a fantasy world view. This shows that the center of travel is shifting from tourism to ‘immersive experience’.
AI technology links this imagination to reality. More than 8 out of 10 travelers responded that they are looking for accommodations, filming locations, and hidden travel destinations that fit the theme through AI recommendations.
“Humanoid villa” where robots stay together
The trend of accommodation is also changing rapidly. The villa, which symbolized privacy and relaxation, is evolving into a new form in combination with technology. A villa equipped with humanoid helpers and smart systems that help clean up, organize, and prepare meals is emerging.
Eighty-five percent of Korean travelers and a global average of 77 percent said they were willing to book accommodations with robots. Beyond simple convenience, it is a flow that recognizes the new accommodation experience itself as an attraction.
a trip that tests a relationship
A ‘close person’ and a ‘person who can travel together’ are different. Travel is used as a tool to check relationships. This is because the attitude and responsibility of the companion are naturally revealed in unfamiliar environments and unexpected variables.
Many respondents said they were willing to travel together to check the possibility of a relationship with a lover or new friend. Some said they would choose a remote area or leave the initiative of their travel plans to the other party. In Generation Z, the expectation that the relationship would be understood more realistically through travel was remarkable.
a souvenir for one’s return to the kitchen
The role of souvenirs is also changing. Instead of decorative props, items used in daily life, such as kitchen utensils and ingredients, are attracting attention.
Seventy percent of Korean tourists said they are willing to purchase pantry products with designs and stories. The reason was that each time I cooked, I could recall the memories of my trip. Souvenirs are not the end of travel, but experiences that lead to daily life.
a new companion on the road
Road trip is also evolving. It expanded to connect with new companions who share their journey, away from the focus of family or friends.
Seventy-nine percent of Korean travelers said they were willing to carpool during the trip. Improvisationality, flexibility, and new encounters were the main reasons. The acceptance of autonomous driving and AI-based route design was particularly high in the younger generation.
a travel itinerary set by stars and space
Flows are also spreading to reflect mystical elements such as astrology and the phase of the moon in travel plans. About half of the travelers responded that they could consider changing or canceling their itinerary according to spiritual advice.
This trend was particularly noticeable in Generation Z and millennials. It means that I will find the meaning and direction of life through travel.
A trip for the skin. Glow application
Well-being travel is evolving into a skincare-oriented ‘glossation’. It is a trip aimed at customized skincare and recovery.
About 80% of travelers said they were interested in beauty trips tailored to their skin conditions. Technology-based personalization such as AI skin analysis, smart mirrors, and sleep environment optimization was selected as a key factor. As the number of medical tourists visiting Korea reached a record high of 1.17 million last year, attention is also being paid to the possibility of increasing visits to Korea for skincare.
a connection with the tranquil nature
Travel is also increasing to choose quietness away from fast speed and noise. It is a way to focus on nature observation, collection, and minimal activity.
Forty-three percent of respondents in both Korea and the world said they were willing to go on vacation to get closer to nature. The pace of travel is slowing down.
a trip along memory
The “Memories Returning Travel,” which visits again following past photos and memories, is also attracting attention. Technology links old memories to current travel.
Many travelers answered that they want to use technology to visit places of their memories in person. More and more travelers want to experience the re-experience of emotions, not just flashbacks.
A trip as a reward for me
The last keyword is ‘self-reward travel’. The trend is that they choose to travel as a means of compensation to celebrate their achievements without waiting for marriage or anniversary.
Three out of four travelers recognized that it was justifiable to present them with a trip. The starting point of the trip is increasingly moving individually.
“Travel is now becoming a means of revealing an individual’s true self,” said James Waters, chief business officer of Booking. “Booking is expanding its options and flexibility to help travelers realize the journey they have dreamed of.”
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