New report sees travellers ditch overstimulation for connection
Globetrotters are moving away from over-consumption and overstimulation, in favour of meaning, simplicity and deeper connection, a new 2026 travel trends report says.
Compiled by Lemongrass Media, the report identifies 16 key themes shaping travel and tourism, from ‘decision-free holidays’ to the rise of regenerative destinations.
“Being responsive to change is no longer optional for travel brands; it’s essential,” said Tara Schwenk, Senior Director of Digital Strategy at Lemongrass.
“This year’s report shows that consumer behaviour is fragmenting in fascinating ways, from travellers who want to outsource all decision-making on holiday to those who want to engage with politics through their travel choices.
“The common thread is clarity: people want less noise and more resonance.”
Mirjam Peternek McCartney, Founder and CEO of Lemongrass Marketing, added: “For me, the most exciting shift is how travel is becoming deeply personal and purposeful.
“From decision-free holidays that ease mental load, to discovering offbeat, untrending destinations, people are seeking experiences with real depth that reflect their values and life stage.
“We’re also seeing regeneration take root in destinations, and even luxury travel is being redefined away from excess towards authenticity and impact.”
Key themes from the 2026 report,with supporting data, commentary and insight from a range of experts include:
- Decision Detox: Holidays where travellers hand over all decision-making – from meals to itineraries – in response to burnout and mental load.
- Untrending is the New Trendy: Iconic cities are still visited, but travellers are adding “destination dupes” and even algorithm-free, un-Instagrammable places to their itineraries.
- Overtourism Beyond the Band-Aid: Destinations like Vienna, Copenhagen and the Faroe Islands are tackling systemic tourism issues with stewardship initiatives and new measurement frameworks.
- Regenerative Travel Grows Up: No longer just a buzzword, regeneration is becoming embedded into destination management, with impact measured through biodiversity, soil health, and cultural resilience.
- Travel for Every Stage of Life: From grief retreats to neurodiverse sabbaticals and menopause travel, the industry is moving away from one-size-fits-all categories.
- The Billionaire Backlash: Luxury travel is being redefined away from conspicuous consumption towards authenticity, originality, and value-led experiences.
- The Travel Rebellion Starts on Rails: Rail journeys are reclaiming centre stage, both as a low-carbon alternative to flying and as a joyful, nostalgic part of the adventure.
