PR and content agency Lemongrass Marketing has revealed its annual travel trends report for 2026.

Redefining Travel for Tomorrow predicts that travellers will move away from over-consumption and overstimulation, instead seeking meaning, simplicity and deeper connections.

The report outlines 16 key themes that will shape travel and tourism for the year ahead, including decision-free holidays and a rise in regenerative destinations.

The annual statement also predicts the emergence of a gentler, more understated and joyful side of travel, with people turning inward emotionally, even as they travel afar geographically.

Key themes from the 2026 report

The Decision Detox

There will be a rise in travellers seeking decision-free getaways. Overstimulated and overwhelmed, many are opting to leave all the decision-making in someone else’s hands.

Curated escapes will be a response to decision fatigue and the cognitive overload of making never-ending micro-decisions.

For women especially, often over burdened with familial decision making, the idea of knowing every element has been carefully thought through feels not only like a luxury, but a necessity.

“This goes far beyond the traditional travel agent role. It’s about entrusting someone with the entire arc of the experience, from the emotional tone to the hidden details,” says Jools Sampson, founder of Reclaim Yourself Retreats.

“Guests don’t want a fly-and-flop break; they want meaning, connection and transformation, without the mental load.”

Sauna-vations

As the many scientifically backed health benefits of sauna have gone mainstream, saunas are increasingly an essential part of a health and wellbeing holiday, especially as simplicity, wellness and immersive experiences increasingly define what it means to travel well.

No longer just a spa feature, saunas are becoming a ritual space for restoration and reconnection.

The report predicts floating saunas will be all the rage in 2026. These mobile sanctuaries offer elemental immersion surrounded by nature; a unique combination of sauna as a social hub and sensorial reset.

“I think sauna holidays will become a trend, rather like wild swimming holidays have,” says Emma Kelly, author of Wild Sauna.

Untrending is the new trendy

More aware of – and increasingly concerned about – the impacts of over tourism, travellers are interested in less expensive, unhip places.

People are also seeking spots off the algorithmic radar altogether, like internet-silent towns and unphotogenic places that don’t cater to the Instagram aesthetic.

“Travellers are looking for flexibility, authenticity and the desire to immerse themselves in a destination,” says Pru Goudie, director at Adventure Travel Networking.

Regenerative travel grows up

Regeneration is becoming embedded into destination management, with impact measured through biodiversity, soil health and cultural resilience.

Regenerative travel is defined as minimising negative impact and leaving a place better than how it was found. It seeks to restore, replenish and renew nature and the community instead of causing or accelerating harm.

Destinations are integrating regenerative practices into their operations at a growing rate.

“Regenerative travel is no longer just a philosophy, it’s a practice anchored in accountability and reciprocity,” says Chalana Perera, founder of Retrace Hospitality. “In the year ahead, we’ll see more tourism investors, developers and operators making decisions deeply informed by place.”

Finding light in the dark

As overstimulation, blue-light fatigue and burnout become near-universal, a new wave of properties is experimenting with the absence of sensory input as a luxury offering.

Darkness retreats are inspiring mainstream hospitality to reimagine rest – think blackout architecture, no-tech zones and design promoting circadian repair.

At Skycave Retreats, guests are advised to stay three to four days in the darkness. In Southern Germany, travellers at Evolute Institute Darkness Retreat join a group experience, spending four days out of seven completely in the dark.

Travel for every life stage

From grief retreats to neurodiverse sabbaticals and menopause travel, the industry is moving away from one-size-fits-all.

Travel is becoming more attuned to who guests are and the life stages they’re in, meeting physical, emotional and relational needs while offering something meaningful to learn or do.

“We are seeing a significant rise in the importance of individualised, meaningful and holistic travel,” says Mara Bertoldi, marketing manager at Dolce Vita Hotels.

“Experiences such as menopause retreats, mental coaching sessions or wellness treatments for mother and daughter are becoming increasingly popular. This trend reflects a shift in how travel is perceived today – as an all-encompassing experience.”

“Guests value emotional enrichment, personal growth and shared moments with family or like-minded travellers.”

“Transformational travel is exploding. A majority of travellers now seek experiences that actively improve their mental health,” adds Josh Dickson, founder and clinical director at Resurface.

“This isn’t just tourism, it’s therapeutic intervention disguised as adventure. We’re essentially democratising healing and making it irresistible rather than intimidating.

“Novel environments enhance neuroplasticity. Add physical challenge, social connection and natural settings, and you’ve created optimal conditions for lasting change. The future belongs to those who understand they’re facilitating transformation, not just providing holidays.”

“For me, the most exciting shift is how travel is becoming deeply personal and purposeful,” says Mirjam Peternek McCartney, founder and CEO of Lemongrass Marketing.

“From decision-free holidays that ease mental load, to discovering offbeat, untrending destinations, people are seeking experiences with real depth. Even luxury travel is being redefined away from excess towards authenticity and impact.

“The future of tourism belongs to brands that are bold enough to offer meaning, not just marketing.”

The full Redefining Travel for Tomorrow 2026 trends report can be downloaded here.

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