According to Kayak’s 2026 “What the Future” (WTF) report, the travel habits of Generations Z and Millennials are undergoing a radical transformation: instead of mass tourism, they prefer rural and small-town destinations. Eighty-four percent of respondents plan to travel to rural areas, turning away from iconic attractions such as the Eiffel Tower. The trend is driven by a search for authenticity and a desire for “hidden gems” (#hiddengems), which is supported by a 50% increase in interest on TikTok. Travelers are consciously avoiding viral, overcrowded locations in favor of tranquility and affordability. Technology and health play a central role in planning: more than a quarter of young travelers already trust artificial intelligence recommendations more than those of their friends, and 40% are willing to change their destination based on algorithm suggestions. The primary function of travel has become self-reflection and mental recreation; for 70% of respondents, stress-free relaxation is the main goal. This has given rise to the concept of “deceleration travel,” which no longer equates luxury with expensive items, but with silence, observing natural phenomena (e.g., the aurora borealis), and wellness activities. From an economic perspective, traditional long summer vacations are being replaced by frequent, short “nanovacations,” favored by 67% of young people in the name of flexibility. Although financial awareness is strong, a quarter of young travellers are happy to take out loans or use installment plans to pay for their trips. Major events continue to attract large crowds: 93% of respondents plan to travel to a music festival or sporting event in 2026. The year 2026 will be a year of more meaningful, personalized, and sustainable forms of travel.
