February marks a pivotal moment in the travel calendar – early booking patterns solidify, consumer sentiment sharpens and the industry begins to reveal the themes that will define the months ahead. The initial burst of “new year, new plans” energy has settled into more intentional decision-making, offering a clearer view into how travellers are thinking, spending and prioritising their time away.
Across global markets, we’re seeing a shift from volume to value, from checklist tourism to emotionally resonant experiences, and from passive consumption to active participation. Travellers are approaching 2026 seeking meaning, personalisation and well-being in equal measure. Technology is further shaping how holidays are imagined and evaluated, while cultural curiosity is driving interest in rituals, beauty, food and everyday local life. At the same time, wellness continues to evolve beyond indulgence into measurable performance and preventative care.
Below is a snapshot of travel and hospitality trends our global PR teams have identified through recent research, media conversations and industry events.
Emotion Over Destination: According to Forbes, early 2026 travel trends suggest that people are prioritising emotion over destination, seeking nostalgia, shared rituals and immersive, hands-on moments. Rather than focusing solely on where they go, travellers are drawn to experiences that foster authenticity and connection. One example is “grocery store tourism,” where visitors explore local supermarkets not just to shop but to experience everyday life as locals do, using it as a window into daily culture.
Beauty-Driven Travel: Skyscanner has found that in 2026, skincare routines and beauty rituals won’t just live on social feeds – they’ll shape real-world travel plans and behavior. This could likely include flight skincare routines, shopping for local beauty products and detours to cult-favorite retailers.
The New Spa Menu: As travellers move away from alcohol and all-you-can-eat holidays, interest in wellness and rejuvenation continues to rise. Stylist found that travellers are looking to connect spiritually with themselves and their surroundings, learning from the wisdom and customs of local people. A new movement includes travel that encompasses medical developments and scientific advances in conjunction with ancient knowledge. Those seeking a reset could find themselves perusing a brand-new type of spa menu, from hyperbaric chambers to cryotherapy facials.
Try Before You Fly: According to easyJet, tourists are experimenting with “Try Before You Fly” via AI and VR. The planning phase has evolved and is now viewed as an important part of the adventure, with 49% of holidaymakers exploring destinations virtually before they book. This includes street-view maps and VR hotel tours, which help reduce anxiety and ensure the holiday matches reality.
Vineyard & Distillery Tourism as Cultural Immersion: Coverage in Forbes and Financial Times (50 holidays to take in 2026) points to continued growth in experiential wine and spirits travel, with a shift away from simple tastings toward deeper, hands-on engagement. Travellers want blending workshops, harvest participation, barrel tastings, foraging walks with distillers and food-pairing master classes rooted in local terroir. Wine regions are being repositioned less as luxury backdrops and more as living cultural landscapes. From multiday vineyard stays to design-forward distillery hotels, it’s about participating in rituals, understanding production and forming emotional connections with place through taste.
UK MEDIA OPPORTUNITIES AND SHIFTS
- JRNY Magazine has appointed Lauren Jarvis as editor.
- Penny Walker has been appointed head of travel at HELLO! Magazine after eight years at The Telegraph.
- Sherri Andrew has left her position as travel and lifestyle editor of SheerLuxe.
- Isobel Turner has been promoted to senior features writer at Aspire.
- Ellie Pithers has been appointed executive editor at HTSI (Financial Times).
- Laura Hill has been appointed affiliates content manager working across women’s lifestyle and homes titles at Future plc.
- Ryan Gray has left his role as content editor at Culture Trip and is now working as a freelance travel journalist.
- Rebecca Lowthorpe has been appointed associate editor at Grazia.
DACH MARKETS’ MEDIA OPPORTUNITIES AND SHIFTS
- One of Germany’s leading business magazines, Business Punk, is launching She’sPunk in March, a new editorial format aimed at giving visibility to emerging female founders and newcomers. A magazine within a magazine bundled with Business Punk, the launch edition will be curated by two guest editors in chief, both experienced television news journalists known for opinionated and pointed commentary, and will feature eight different covers. A total of four She’sPunk editions are planned for 2026.
- Newly part of Mediavest AG, the women’s magazine emotion is undergoing a change in leadership with its editor in chief stepping down. She will continue to contribute as a freelance author. Her successor previously served as editor of the women’s magazines Grazia and Jolie and as editor in chief of Maxi.
- The RTL subsidiary We Are Era is launching the German Podcast Award. The inaugural ceremony, recognising achievements across 22 categories, including editorial, production and technical excellence, will take place on May 13 in Berlin. The initiative is supported by major partners, including Amazon Music, Spotify, RTL+, ARD, Deutschlandfunk, Seven.One Audio, Acast and Podimo.
- One of Germany’s leading cross-regional daily newspapers, Süddeutsche Zeitung, has launched a new city-focused news podcast centered on its home market of Munich. The weekly 15-minute episodes, titled “Hey Munich,” highlight topics shaping the city’s public debate, complemented by questions from the community, local gastronomy recommendations and a segment dedicated to positive developments of the week. “Hey Munich” is further expanding the publisher’s local audio offerings and strengthening audience engagement at the city level.
- The travel editor of the small regional German daily newspaper Emder Zeitung is now also responsible for the travel sections of the Sunday papers in northwest Germany. The Sonntagsblätter are published in eight regional editions – city of Oldenburg, Ammerland, Landkreis Oldenburg, Emden, Aurich, Wilhelmshaven/Friesland-Nord/Wittmund, Wesermarsch and Friesländer Bote – with a combined circulation of more than 450,000 copies.
BENELUX MARKETS’ MEDIA OPPORTUNITIES AND SHIFTS
- CIM (Centre d’Information sur les Médias) has published CIM Audio Time 2026, the fifth annual study measuring audio consumption in Belgium across live radio, audio streaming services and personal music. The study reports average daily audio consumption increased from 270 to 279 minutes, with live radio holding a 61% share (80% in advertising potential) and 55% of listening taking place at home.
- The Dutch magazine L’HOMO is returning in April 2026 after a seven-year hiatus, with a new dual editorship under Lebele van der Meulen and TV presenter Stijn de Vries. The annual print magazine will feature a clear editorial shift, prioritising representation from within the LHBTIQ+ community.
- VRT has published its 2026 trend report (Future Media Hubs, in collaboration with RTBF), identifying six shifts shaping the media sector: the rise of fast, authentic, native-first formats; a move from “watching” to immersive “experiencing” (e.g., gaming worlds and livestreaming); and the growing power of new gatekeepers such as platforms, algorithms, influencers and AI systems. The report also flags declining trust and increasing news avoidance; AI as both the biggest opportunity and threat (from hyperpersonalisation to AI as a gatekeeper); and the need for new revenue models as advertising and audiences continue to migrate to international platforms.
- NGroup and RMB have announced the return of NRJ Creators Night, scheduled for March 11 at La Madeleine in Brussels. The event, launched in 2024, is positioned around the creator economy and social media creators.
- The latest MMA Social Media Monitor shows a clear shift in social platform engagement among Dutch magazine brands, with LinkedIn growing follower numbers by 6% while X sees a decline of 7%. Instagram and TikTok remain strong for engagement and growth, Facebook posts saw notable increases this quarter, and platforms like YouTube and Pinterest showed limited or stable audience changes.
INDIAN MEDIA OPPORTUNITIES AND SHIFTS
- Meher Bajwa has been appointed editor in chief of Travel + Leisure India & South Asia by BurdaLuxury. In her new role, Bajwa will oversee the editorial direction of the brand across the region.
- Effective January 2026, Ananya Bhattacharya has stepped into the role of executive editor at NDTV.com. Her expanded portfolio now includes head of verticals – Lifestyle & Luxury, Travel and Entertainment. She is also responsible for overseeing NDTV Food.
- Eshita Bhargava is back with ET Now Digital as head of entertainment and lifestyle, leading coverage across travel, food, art and culture, relationships, technology, fashion and broader lifestyle, along with Bollywood, Hollywood, regional cinema and OTT content.
- Saurabh Dwivedi has moved on from his role as founding editor of The Lallantop (India Today Group) in January 2026 to lead the new Hindi edition of The Indian Express.
- Palki Sharma Upadhyay has stepped down as managing editor of Firstpost (Network18) and is planning to launch an independent media venture.
- Shambhavi Dutta (fashion and lifestyle) has transitioned from journalism into brand strategy and communications. She was features editor at Manifest and Esquire under RPSG Lifestyle Media.
U.S. MEDIA OPPORTUNITIES AND SHIFTS
- Jenn Harris was named restaurant critic for the Los Angeles Times.
- Travel Weekly has appointed Mariette Williams as Caribbean contributing editor.
- The Washington Post announced widespread layoffs, which cut into The Post’s local, international, and sports coverage and reduced its entire work force by about 30%.
- “The Kelly Clarkson Show” announced it will be ending after seven seasons. It will continue through the fall.
- The New York Daily News (owned by Alden Global Capital) laid off 16 employees, with heavy impacts on its national desk, photo department and production teams.
- Daytime talk show “Sherri” has been cancelled after four seasons.
- After a nearly 20-year tenure as a correspondent, Anderson Cooper announced his departure from “60 Minutes.” He will continue to appear in stories through the current broadcast season, which concludes in May.
- Veteran fashion journalist, former executive editor of Women’s Wear Daily and fashion critic at the Los Angeles Times Beth Moore announced her new role as VP at Nike Communications.
- Hotels Above Par introduced a weekly newsletter.
- Bloomberg Media launched an integrated video hub for its premium live and on-demand video content; viewers can access the new “Stream” tab on the mobile app.
- Adam Baidawi was named global editorial director at GQ.
