Shift to Experience-Led Tourism
Skyscanner's 2026 Travel Trends report reveals a shift towards experience-led travel, driven by personal interests rather than traditional sightseeing.
- 61% of Gen Z respondents choose travel destinations based on accommodation, prioritizing design and narrative over proximity to landmarks.
- Beauty tourism is gaining ground, with travelers building itineraries around skincare products and local cosmetics.
Travel planning on beauty forums has risen sharply, suggesting potential for airports, resorts, and museums to integrate retail and wellness experiences.
Author's summary: Travelers now prioritize experiences over sightseeing.