What’s next for travel in 2027?
With 2027 around the corner, attention is turning to the trends set to influence what travellers want next. In this edition of Conversations, we share our perspective on the key themes that will shape travel in the year ahead.
In PR, understanding what is shaping the travel landscape allows us to keep our clients relevant, identify new storytelling opportunities and develop impactful campaigns that resonate with the right audiences. While trends should never be considered a one-size-fits-all approach, they provide valuable insight to help inform strategy, inspire creative thinking and ensure our clients are part of the wider travel conversation.
Over the past few weeks, we have been analysing the latest travel trend reports and industry forecasts to identify the key themes influencing luxury travel and hospitality in 2027. The overarching message is that travellers are seeking experiences that feel more meaningful, restorative and relevant to their lives, embracing a more intentional approach to how, where and why they travel.
This shift follows a challenging year for the industry, shaped by geopolitical uncertainty, cost-of-living pressures and extreme weather, among other disruptions. Yet, the appetite for travel remains strong. Rather than travelling less, consumers are becoming more considered in their choices, prioritising trips that offer greater depth, balance, genuine connection and reassurance.
Here are the key themes we believe will define travel in 2027:
- Purpose Over Pressure: There is a shift away from over-planned itineraries and checklist tourism, with travellers prioritising personal growth, meaningful discovery and the freedom to travel at their own pace. Hilton’s 2027 Travel Trends Report captures this shift through concepts such as ‘Ish Trips’ and ‘Growth Getaways’, highlighting the importance of balance and personal impact. The value of travel is no longer measured solely by what happens while away, but by how experiences continue to enrich life after returning home.
- Escape and Imagination: Travellers are increasingly seeking escapism through storytelling, nostalgia and the allure of the unknown. From folklore and legendary journeys to set-jetting, popular culture continues to shape where and why people travel. Skyscanner’s 2027 Travel Trends found that the 2026 film The Odyssey inspired 33% of surveyed travellers to plan a trip, while Hotels.com describes ‘Gothic Getaways’ as an emerging trend. Meanwhile, the 2027 solar eclipse is sparking anticipation for travellers planning trips around once-in-a-lifetime celestial experiences.
- Smarter, More Flexible Travel: Against a backdrop of uncertainty, changing climates and limited time, travellers are prioritising flexibility, value and booking confidence. Booking data from eDreams ODIGEO’s A Year in Travel Report 2026 suggests that shorter breaks and cooler destinations will continue to be key drivers. Transparent pricing, better exchange rates and destinations well equipped to adapt to disruption are also likely to be favoured. While AI continues to reshape travel, trusted human expertise and local knowledge will remain vital in helping travellers make confident choices.
- Connection in New Forms: Solo adventures, shared fitness experiences and multigenerational expeditions are creating new ways for travellers to connect. While eDreams ODIGEO’s A Year in Travel Report 2026 identifies freedom and independence as the top motivations for solo travellers, Booking.com reports that 66% have experienced a lasting connection through physical exercise on holiday. Meanwhile, Virtuoso’s 2027 Luxe Report highlights the rise of ‘Gen-XYZ-peditions’, bringing multiple generations together through far-flung adventures.
- Wellness Without Boundaries: Wellness is expanding beyond the spa, with travellers looking for more than just a pre-booked treatment. Hilton’s 2027 Trends Report found that almost two-thirds of survey respondents are seeking trips that help calm the body and reset the nervous system. A greater focus on wellness through nature, food and feel-good experiences reflects a shift towards a more joyful, holistic and less prescriptive approach to wellbeing.
Ultimately, these trends suggest that 2027 will be defined by more intentional travel, balancing discovery and escapism with a growing desire for purpose, wellbeing, reassurance and a sense of belonging.
However, trends are constantly evolving, and forecasts only offer a snapshot of the moment. Staying ahead therefore means continually monitoring market shifts, understanding the stories shaping the media landscape and anticipating how global events may influence traveller behaviour.
We’d love to hear which trends you believe will drive travel in 2027 and, if you’d like to receive future editions of Conversations, you can sign up here. You can also find past editions on our Insights page here.
