Traditional tourism is waning in popularity, while immersive travel experiences are on the rise.

Booking Dotcom Reveals Survey Results of 29,000 People in 33 Countries: New Travel Trends

In an era where simple tourism is fading, travelers are seeking a deeper connection in their journeys. A recent survey by Booking.com, involving around 29,000 tourists from 33 countries—including South Korea—highlights this changing landscape. The 2026 Travel Trend report reveals a significant shift from traditional travel motivations focused on destinations, towards experiences that resonate with individual tastes and personal identities.

The Shift Towards Experience-Based Travel

Travelers today prioritize “what you experience” over “where you go.” According to Booking.com’s findings, the future of travel will be defined by a customizable experience that reflects personal values rather than conformity to popular trends. This approach emphasizes personalized adventure that aligns with one’s unique preferences.

Embracing Romance in Travel

One prominent trend identified is the rise of romantic-themed travel. The concept of “Romantic Resort” combines elements of fantasy and storytelling, where about 76% of Korean respondents and 71% globally expressed interest in destinations inspired by romantic narratives. This trend signifies a transition from conventional sightseeing to immersive experiences that engage travelers in the very fantasies they cherish.

Technology and AI in Travel

With 80% of travelers showing interest in accommodations and sites recommended through AI, technology’s role in shaping travel experiences cannot be overstated. AI-driven recommendations are allowing travelers to discover hidden gems that align with their thematic interests, from filming locations of their favorite stories to unique accommodations.

Innovations in Accommodation

The evolution of lodging options is notable, highlighted by the emergence of “humanoid villas.” These technologically advanced spaces incorporate smart systems and robotic helpers, enhancing the traveler’s experience. A significant 85% of Korean respondents showed willingness to embrace robot-assisted accommodations, reflecting a growing trend towards viewing these innovations as attractions in their own right.

Relationships Tested Through Travel

Travel is increasingly seen as a gauge for personal relationships. Many respondents indicated a desire to travel with companions to better assess the dynamics of their relationships. This trend resonates particularly within Generation Z, who view shared travel experiences as a way to unveil deeper truths about companionship.

Souvenirs of Everyday Use

The role of souvenirs is transforming from mere decorative items to functional daily-use products. Approximately 70% of Korean tourists expressed a preference for buying pantry items during their travels, with the intent to evoke trip memories through cooking. This trend indicates a shift towards integrating travel experiences into everyday life, rather than letting them fade into the background.

New Companions on the Journey

Road trips are also evolving, moving away from traditional travel partnerships to include new connections. Around 79% of Korean travelers are open to carpooling, embracing the prospect of making new friends along their journeys. The acceptance of autonomous vehicles and AI-designed routes has contributed to this trend, particularly among younger generations.

Mystical Travel Influences

Astrology and cosmic influences are making their way into travel planning. Nearly half of respondents expressed a willingness to adjust their itineraries based on spiritual guidance, indicating that a quest for meaning is increasingly influencing travel choices—especially among millennials and Generation Z.

Skincare-Centric Travel

The growing interest in well-being travel is evolving into specialized skincare trips. Approximately 80% of travelers are keen on beauty-focused itineraries that incorporate personalized skincare routines. The use of technology for skin analysis and sleep optimization is becoming a key element of this trend, signaling Korea’s rising profile as a destination for medical and wellness tourism.

Quiet Nature Retreats

As travel becomes more introspective, the appeal of quiet retreats amidst nature is gaining traction. A significant 43% of respondents showed interest in vacations aimed at reconnecting with nature, reflecting a desire for less structured, more serene travel experiences that prioritize mental well-being.

Memory-Driven Travel

“Returning Memory Travel” is emerging as a captivating concept, where travelers seek to revisit places linked to cherished memories. Utilizing technology, many wish to recreate past experiences, weaving emotional threads into their travels.

The Concept of Self-Reward Travel

Finally, the notion of “self-reward travel” is taking hold, where individuals view trips as a celebration of personal achievements rather than waiting for traditional milestones. Approximately three-quarters of travelers endorse the idea of treating themselves to rewarding experiences, indicating a trend towards self-validation through travel.

As James Waters, Chief Business Officer of Booking, notes, “Travel is now becoming a means of revealing an individual’s true self.” Booking.com is adapting to this shift by expanding its offerings, helping travelers craft the journeys they envision.