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Top 10 Travel Trends Shaping the Tourism Industry in 2026

The value of personalised travel continues to rise in 2026, clearly reflected in the growing demand from travellers. Personalisation is no longer just about unique itineraries that match individual preferences and lifestyles, but also about meaningful connections and the expression of personal identity through travel.

Based on insights from a survey of more than 29,000 travellers across 33 countries and territories, including Vietnam, the global travel platform Booking.com identified 10 trends expected to shape the tourism industry in 2026, with most of them centred around increasing demand for personalised experiences.

According to Branavan Aruljothi, Country Manager of Booking.com Vietnam: “Entering 2026, travel is no longer simply a holiday, but a way for travellers to express themselves, through journeys and explorations built around highly personal or niche interests…”

Romantasy Retreats

In 2026, the surge of the “romantasy” genre (romance combined with fantasy) is emerging as one of the most exciting new travel trends. According to the report, 94% of Vietnamese travellers are willing to visit destinations inspired by romantasy, such as magical castles and mystical forests. In addition, 81% of Vietnamese travellers said they are willing to join immersive trips inspired by their favourite games, books or fantasy films. Thanks to technological advances, 87% of Vietnamese travellers are open to AI recommendations for fantasy-themed stays, fairytale-like accommodations, and real-world filming locations.

Humanoid Homes

In 2026, holiday homes will become more advanced with the introduction of intelligent humanoid robots capable of cleaning, cooking, washing dishes, and managing energy and waste. Vietnamese travellers are highly receptive to this trend, with 98% willing to book robot-equipped accommodations. Among them, 53% prefer cleaning robots, 41% prefer robot chefs, and 35% favour robots that help manage sustainable travel. Robot-enhanced homes are expected to redefine the vacation rental experience, delivering smarter, more comfortable and memorable stays.

Glow-cations

The wellness travel trend will take a major leap in 2026, with 92% of Vietnamese travellers saying they are willing to book beauty-focused holidays offering personalised skincare treatments. High-tech beauty tourism is gaining particular momentum, with personalisation continuing to dominate: 90% of surveyed Vietnamese travellers are willing to experience smart skin-hydration services tailored to climate and activity levels; 81% are attracted by smart mirrors capable of analysing pores and skin moisture for instant skincare advice; and 95% are interested in accommodation equipped with sleep-optimising systems using circadian lighting and relaxing soundscapes.

Turbulence Test

85% of Vietnamese travellers said they are willing to travel with someone they are getting to know, a colleague or a new friend to test compatibility, with 69% considering trips to remote destinations to observe how their travel companion handles discomfort and inconvenience. This “travel as a relationship test” trend reflects a shift in how people perceive the purpose of travel.

Shelf-ie Souvenirs

Moving beyond simple fridge magnets, 90% of Vietnamese travellers said they would consider buying beautifully designed kitchenware or food containers while travelling, from hand-painted spice jars to artisanal olive oil bottles that serve both practical and decorative purposes. This trend is driven by both emotional and aesthetic value, with 33% of Vietnamese travellers saying edible or kitchen souvenirs help them relive travel memories while cooking, and 52% appreciating items that reflect the culture and craftsmanship of a destination.

Roadtrip Rewired

Road trips are becoming a space for deeper connection, with 92% of Vietnamese travellers saying they are willing to carpool and 84% open to using apps to find travel companions heading in the same direction. Road trips are attractive for their flexibility, spontaneity and opportunities to meet new people. This trend is especially popular among younger travellers in 2026.

Destined-ations

Driven by the desire to avoid negative energy that could affect travel experiences, many travellers are actively seeking trips aligned with astrology or spiritual factors. 65% said they consider spiritual elements when planning trips, from choosing travel dates around full moons and solstices to visiting energetically powerful locations. Younger generations once again show the strongest interest in this trend.

Hushed Hobbies

A standout emerging trend in 2026 is the desire for quieter, more contemplative leisure activities that prioritise patience, stress reduction and the calming presence of nature. Activities range from insect watching and bird watching to fishing and foraging for wild plants and local ingredients in natural environments.

PastPorts

89% of Vietnamese travellers said they would consider recreating a memory or revisiting an old photograph by using technology to identify the exact location and planning a return trip. For many, these journeys are deeply emotional: 57% want to revisit places tied to memories with family or close friends, 46% are drawn to destinations that evoke feelings of rejuvenation, belonging or homecoming, and 41% view these trips as personal milestones linked to growth, reconnection with the past, or emotional healing.

Modern Milestone Missions

Travel motivated by celebration is no longer limited to traditional milestones such as weddings, honeymoons or baby-related trips. Instead, journeys are becoming highly personal, designed to honour individual achievements, personal growth, health goals and self-expression, with travel serving as a powerful statement of identity and personal accomplishment.