Travel in 2026 is evolving towards a more exclusive and personal dimension, where each experience reflects tastes, rhythms and individual aspirations.
Travelling is changing. Increasingly, a holiday is no longer simply a break from everyday life, but a deeply personal experience that expresses desires, passions and even life goals.
This picture emerges from the tenth edition of Booking.com’s Travel Predictions, based on insights from over 29,000 travellers across 33 countries and territories. The findings clearly highlight a new direction in tourism: holidays in 2026 will be increasingly personalised, experimental and authentic. Technology, wellbeing and the search for meaning are intertwining, creating new ways of travelling where the experience matters far more than the destination itself.
Among the most compelling trends, three in particular illustrate how travel is evolving.
SMART ITINERARIES: WHEN AI BECOMES YOUR TRAVEL COMPANION
Planning a holiday has always been part of the pleasure of travel, but in the near future, this process may change dramatically.
According to the research, 57% of travellers expect to trust the artificial intelligence to design their itineraries, allowing advanced algorithms to suggest destinations, experiences and lesser-known routes tailored precisely to personal preferences. AI is moving beyond generic recommendations to become a true “personal travel consultant”, capable of interpreting tastes, interests and habits to create bespoke journeys. In this sense, technology does not replace the emotional aspect of travel, but enhances it—unlocking a level of personalisation that would have been unthinkable just a few years ago. The result is a new way of exploring the world: more flexible, more creative and closer to each traveller’s desires.
Great Stays’ proposal: VILLA GODIULIVA
Villa Godiuliva is an invitation to experience Tuscany beyond the usual paths, guided by personal rhythms and desires. Nestled among olive groves at the foot of Monte Cetona, this residence, poised between design, nature and tranquillity, becomes a space to shape as you wish. From wellbeing to food and wine experiences, everything adapts to the guest. Every detail is designed to offer an exceptional level of personalisation: from the intimate and refined interiors, carefully restored and furnished by Giovanni Bulgari together with designer Marco Ricci, to bespoke experiences that make each stay unique, authentic and truly unforgettable.
THE NEW ERA OF WELLNESS: BESPOKE EXPERIENCES
Another increasingly prominent trend is self-care. More and more travellers are choosing destinations based on physical and mental wellbeing, where technology and beauty rituals meet.
According to Booking.com data, 81% of respondents dream of holidays focused on skincare and personalised wellness. This goes far beyond the traditional spa weekend: by 2026, wellness experiences will be more sophisticated and deeply integrated with technology. 49% of travellers would consider using AI to identify the ideal destination for their skin’s needs, taking into account factors such as climate, humidity and local lifestyle. Meanwhile, 70% appreciate personalised hydration treatments tailored to their holiday activities.
Ancient thermal traditions and cutting-edge technology are thus coming together in a new dimension of wellbeing. Travel becomes a journey of complete regeneration, returning not only with memories but with renewed energy and vitality.
Great Stays’ proposal: VILLA PETRA CAVE SPA
Set among the Umbrian hills, Villa Petra Cave Spa is a rare retreat designed for those who view travel as a deeply restorative experience. Here, nature, technology and beauty rituals combine to create stays centred on skincare and authentic regeneration. Its unique cave spa envelops guests in an intimate, timeless atmosphere: sauna and relaxation areas, softly lit, invite complete unwinding. All around, silence, sweeping views and thoughtful details define a discreet form of luxury, where every moment becomes an act of care.
TRAVEL AS A FORM OF PERSONAL CELEBRATION
Perhaps the most subtle yet significant shift concerns the reason why we travel.
Where once meaningful trips were tied to specific milestones, weddings, anniversaries, and honeymoons, today more people are choosing to travel simply because they want to. Booking.com data confirms that 69% of respondents plan holidays even without a particular occasion. Travel is increasingly becoming a spontaneous act, a form of self-celebration and personal reward. Around 70% of people see travel as a way to treat themselves and carve out meaningful time. New motivations are also emerging: celebrating a new job or promotion (21%), marking the start of a new life chapter after a relationship ends (11%), or simply embracing the desire to experience something special. In this context, travel takes on a more intimate and authentic meaning—becoming a “personal mission”, born from saying yes to oneself and embracing a new freedom in how we experience the world.
Great Stays’ proposal: LA TERRAZZA SUL MARE
Suspended between sky and sea, La Terrazza Sul Mare is an invitation to pause, and to choose yourself. Here, a holiday needs no occasion: it begins with the desire for beauty, silence and space to breathe. Among fragrant gardens, panoramic terraces and an infinity pool overlooking the horizon, every detail becomes a gesture of self-care. This exceptional villa is a sanctuary where to celebrate the pleasure of living.
TOWARDS AN INCREASINGLY PERSONAL FORM OF TOURISM
The emerging trends point to a profound shift: the future of travel will be less standardised and increasingly centred around the individual. Technology, wellbeing and freedom of choice are transforming travel into a deeply personal experience, tailored to each person’s needs and aspirations. In 2026, travelling will mean far more than visiting a new place. It will be a way to reconnect with oneself, restore balance and celebrate what makes every journey, and every traveller, unique.
In this scenario, the value of hospitality remains essential. Authentic places, timeless landscapes and properties that tell the story of their territory provide the ideal setting for these new forms of travel.
Ready to turn these trends into a real experience? Discover Great Stays’ selection of properties and start planning your next holiday in the most authentic heart of Italy.
