Tripadvisor’s Trendcast 2026 flags “meaningful experiences” as key travel driver

Tripadvisor has released its second annual Trendcast report, outlining the travel trends it says are shaping 2026.

The report is informed by its global insights and is based on search, booking and behavioural data, along with user-generated content drawn from the platform’s more than one billion reviews and contributions.

Tripadvisor reports a sharp rise in pet-friendly travel bookings (up 260 per cent year-on-year) and growth in extreme adventure experiences (up 79 per cent year-over-year). 

But the broader theme is that travellers are increasingly building trips around activities and experiences—rather than destinations alone.

“This year's Trendcast continues to reflect a shift in how people are approaching travel, with experiences increasingly leading travel decisions,” said Laurel Greatrix, chief communications officer at Tripadvisor. 

“Across searches, bookings, and reviews, we see consistent patterns: travelers are prioritizing experiences that create local connection, offer physical challenge, and make it easier for the whole group to say yes. These aren't fringe behaviors — they're reshaping how trips get planned.”

The report looks at the “holistic experience” of travel, from active adventures to connection-driven itineraries. 

A selection of the trends highlighted in Trendcast 2026 includes:

Sweat Jetting

Tripadvisor describes an increase in travel tied to endurance events and outdoor fitness, pointing to “mara-cations” and “race-cations.” 

It cites major marathons as drivers of increased visitation: +300 per cent for the Chicago Marathon, +228 per cent for the Boston Marathon, and +222 per cent for the Berlin Marathon. 

The report also notes +25 per cent year-over-year growth in stadium tours and experiences bookings, attributing this to sports fandom.

Examples cited include cycling experiences in Marrakech, the Tokyo Marathon, and an “Olympic Games Small-Group Workout and Race in Athens.”

Extreme and on the Edge

Trendcast points to growth in high-impact adventure experiences, including glacier tours (+29 per cent), lava field excursions (+79 per cent), and heli-hiking adventures (+56 per cent), year-over-year. 

Examples referenced include tracking snow leopards in Ladakh and touring underground catacombs in Rome.

It's a Kid's World

Trendcast highlights what it calls child-led trip planning in family travel. 

Tripadvisor reports +19 per cent year-over-year growth in experience bookings with children’s tickets, with stronger increases in heritage tours (+40 per cent) and cooking classes (+47 per cent).

Examples cited include a Harry Potter tour in London, Seoul K-pop-focused tours, and kid-oriented pizza-making classes in Rome.

Soft Clubbing

Tripadvisor describes an evolution in nightlife toward bookable music experiences. 

The report cites +29 per cent year-over-year growth in DJ sets on the water and +64 per cent growth in listening bars, pointing to venues such as Tokyo’s Bar Martha and New York’s Public Records.

Examples cited include a Silent Disco London Thames Boat Party, a “wellness music experience at the Salt Sauna” in Oslo, and a “Soundbath under the stars” in Joshua Tree.

VIP (Very Important Pet) Tourism

Trendcast points to an increase in pet-friendly travel, with Tripadvisor reporting bookings for dog-welcome experiences up +260 per cent year-on-year. 

Examples listed include dog-friendly tours in Monterey and Sedona, as well as Cat Cafe Mocha Harajuku locations across Japan, Korea, Taiwan, and Vietnam.

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