How to travel in 2026: 'why' matters more than 'where'
The new trends prioritising purpose over place
Travel planning used to start with a destination. In 2026, it starts with intention.
This year’s travel trends showed we’re hunting for destination dupes and cooler climates to escape over-tourism and heatwaves. But new research indicates that instead of asking ‘where should I go?’ we’re going deeper, asking ‘why do I want to travel?’
The trends shaping travel in 2026 reveal we’re seeking purpose and authentic experiences that reflect our values. This could be staying at a hotel with a story, bookish retreats or astrologically-aligned getaways.
So what’s your travel why? Here are seven of the latest trends to inspire you.
1. Purpose over place
Hilton Hotels calls 2026 the year of the ‘whycation.’ This approach to travel prioritises our emotional needs over the destination itself.
Why it matters: Decision fatigue is real. Starting with ‘why’ cuts through the noise. When we focus on our reason for travel, we choose quicker and return home feeling more fulfilled.
How to experience it: For self-care, look for programmes abroad tailored to your specific needs. For example, Tofte Manor in the UK hosts grief retreats, while Sanctuary Beach Resort in California offers a burnout recovery journey.
Years ago, my ‘why’ was to reconnect with my long-lost creativity. I researched art courses abroad and didn’t mind where. I ended up in Florence for a week of life drawing and this break was transformative. A few years later I returned to this Italian city for a writing retreat.
2. Hotels with a past
People are increasingly checking into hotels with an interesting former life. Hotels.com are seeing upticks in bookings for hotels repurposed from a historic bank in Stockholm, a school building in Kyoto - even a converted train station in Spain.
Why it matters: In a world of almost identical hotel chains, these places have unique character, charm and history. As well as preserving cultural heritage, your choice of accommodation becomes part of the story.
How to experience it: Look for converted historical buildings, from breweries to abbeys.
In Christchurch, New Zealand, I stayed in a hostel that’s a former jailhouse and found my prison cell surprisingly comfortable! I’ve also stayed at a historic courthouse converted into a luxury hotel in London’s Shoreditch (see photo below).
There’s something fascinating about sleeping in spaces that have witnessed so much human drama.
3. Testing relationships through travel
Forget dinner and a movie. In 2026, people will test their compatibility through travel. According to Booking.com, more than two-thirds (69%) are open to taking holidays specifically to see how well they click with new partners, friends or colleagues.
Why it matters: Travel strips away comfortable routines that mask incompatibilities. It’s an immersive way to understand someone’s values, adaptability and teamwork. You learn more in three days than three months of coffee dates.
How to experience it: You could journey to a remote location with a budget limit, language barrier or limited connectivity, to see how each of you handles ambiguity and discomfort. Or why not try a ‘role-reversal retreat’, where the natural planner hands over control and the quiet introvert takes the lead.
4. Retreat into a good book
Pinterest searches for ‘book club retreat ideas’ have jumped 265% and we will see the continued rise of ‘readaways’ - literary-themed holidays. Book enthusiasts are heading to coastal homes and countryside chalets to unplug, unwind and connect over stories.
Why it matters: In a culture obsessed with productivity, dedicating an entire holiday to reading is an act of quiet rebellion. Readaways also create a built-in community for what’s normally a solitary hobby.
How to experience it: Join organised reading retreats like Books in Places, which runs UK and international trips in the locations where the books are set. In the US, Page Break hosts immersive reading weekends overlooking New York’s Catskills Mountains.
5. Travel written in the stars
Nearly half of people would change their travel plans based on spiritual guidance or horoscopes, while 39% time trips with moon phases to or avoid Mercury retrograde, according to Booking.com.
Why it matters: As the world becomes more unpredictable, cosmic timing gives people a comforting framework for decisions. For younger generations especially, it’s about making travel feel spiritually intentional rather than randomly chosen.
How to experience it: Why not time trips around celestial events, like going to celebrate the summer or winter solstice at sacred sites like Glastonbury Tor or Stonehenge in the UK. Alternatively, visit places known for their spiritual energy, like Sedona in Arizona, US.
6. Farm stays for a rural escape
According to a new Expedia report, a huge 84% of travellers are interested in staying on or near a farm. It seems people want to wake to roosters crowing rather than room service.
Why it matters: We’re living increasingly in our heads and staring at screens. Farm stays pull us back into our bodies. The sensory experience of interacting with animals, hiking in the countryside and harvesting produce brings us satisfaction and appreciation of the present moment.
How to experience it: You can book accommodation on working farms and rural properties around the world. In the US, these include Arrowhead Country Cabins near Utah’s Zion National Park and Phoenix Farms Vineyard in North Carolina. In the UK, try Huntlands Farm Bed & Breakfast near Worcester.
When you’re collecting eggs, petting cows or picking fruit, you forget about your daily worries. Instead, you’re participating in ancient agricultural practices and rhythms.
7. Road trips make a return
The humble road trip is having a moment. According to Hilton, 71% of Americans plan to drive on their next vacation, while Booking.com revealed that 79% of global travellers are now drawn to the spontaneity and flexibility of driving over flying.
Why it matters: Road trips are about freedom - they allow us to reclaim our autonomy. No more fixed departure times, destinations and baggage rules. You decide where to stop, when to linger and what detour to take.
How to experience it: Use carpooling apps to connect with like-minded travellers or let an AI tool help you map an off-the-beaten-track route. Getting lost is part of the adventure.
I’ve done road trips through Portugal, Belgium, France and Florida in the US. All of them have allowed us to make unplanned stops and discover less-visited places.
Looking ahead
As our world becomes more complex, travel is evolving into something more essential than escape. It’s becoming a tool for reconnection - to nature, to history, to each other and to ourselves.
These seven trends tell us that travel is heading towards more meaning and more alignment between our journeys and our values. Where we go matters less than the intention we bring.
So for your next trip, take this as an invitation to go deeper and start with ‘why’ - you may find it leads to richer, more fulfilling adventures in 2026.
Such a great read. I’ve tried to be much more intentional with where I go this year, leaning into slow, mindful travel more than ever. I love the idea of a live drawing retreat! I’ll have to look into that..
Such a good post. I lean towards travel in the stars and the book one.. I’m climbing Cotopaxi in Ecuador in Feb and I legit checked my Astro chart to see if it aligned. I’m balancing that very physical trip with other trips that allow me to read and relax in an alpine scenery