Travel is entering a new era.
From the rise of AI-powered trip planning and social-first discovery to a growing demand for more meaningful experiences, travellers are changing how they make decisions, book, plan and think about their journeys.
Economic uncertainty, geopolitical tensions, climate concerns and shifting consumer priorities all continue to reshape the industry, and influence how consumers travel in 2026.
But what does this all mean for travel brands?
We’re launching the first edition of Hatch Checked In.
Our new travel insight reports explore the behaviours, cultural shifts and opportunities shaping the travel industry, providing actionable insights for travel brands.
Our first edition The Modern Traveller unpacks the key behavioural shifts and evolving destination preferences that are shaping the travel landscape.
What we discovered is a more intentional traveller. Nearly half of travellers are actively seeking less crowded destinations, while demand continues to grow for immersive cultural experiences, wellness escapes and alternative destinations.
Social platforms continue to function as search engines, and TikTok in particular is paving the way for travel related searches with 131% increase year on year.
Trips are getting shorter, but more frequent as 56% of travellers now favour mini breaks and long weekends over the ‘yearly holiday’, and demand for countryside retreats and nature focused escapes are on the rise.
Value is also being redefined. While cost shapes the majority of booking decisions, 75% of travellers say they justify spending because they’ve ‘earned it’ and four in five now judge a holidays worth by the emotional return, rather than monetary cost.
For travel brands, destinations, hospitality operators and tourism organisations, understanding these shifts has never been more important.
Read our latest report and discover what the future traveller expects — and what it means for your brand.
Download the Hatch Checked In: Modern Traveller 2026 report below.
