As we look towards 2026, travel continues to evolve into something deeply personal – less about where we go and more about who we become along the way. Recent research shows travellers are increasingly eager to let their true selves shine, seeking experiences that reflect their individuality and values. Technology is making this possible, unlocking ultra-personalised journeys that connect them with destinations and with the people who understand them best.
In this new era, comfort, control and connection define the traveller mindset. Whether it’s rediscovering joy through small “little treat” escapes, embracing purpose-driven itineraries or learning new skills, people are curating holidays that balance personal fulfillment with authentic experiences.
Below is a snapshot of travel and hospitality trends our global PR teams have gathered from recent studies, media feedback and industry events.
• Hands-On Travel Gains Popularity:According to a recent Future Partners study, “Skillcations” – or holidays centred on learning new skills – are reshaping how people travel. Hospitality brands are expanding their offerings to include artisan-led workshops, cooking classes, outdoor excursions and hands-on cultural experiences. These immersive holidays allow travellers to connect with others and return home with new abilities and lasting memories, highlighting a major shift in the travel industry towards enrichment and engagement.
• The Rise of?Salvaged Stays:Restored hotels are putting the “rest” in restoration. Hotels.com spotlights the rise of?Salvaged Stays?– where architectural relics have been converted into remarkable retreats. This not only offers travellers unforgettable accommodation but the opportunity to get a history lesson at check-in.
• Wellness Travel Gets a Glow-Up:“Glow-cations” will mark a new era of skin-specific wellness travel in 2026, driven by tech. Recent Booking.com research stated nearly 80% of travellers are open to booking a dedicated glow-cation that includes multiple skin-specific treatments tailored to their personal skincare needs. Simple trips to the spa are becoming high tech, with nearly 6 in 10 travellers saying they would consider using AI to identify destinations aligned with their personal skin needs. Travellers are open to personalised hydration stations that adapt to local climates and activities, intrigued by smart mirrors that analyse pores and hydration to provide real-time skincare advice, and seeking sleep optimisation with suites featuring circadian lighting and soundscapes to improve rest.
• “Little Treat” Travel Takes Off: Rather than waiting for special occasions, travellers, especially Gen Zers, are booking spontaneous, short holidays as acts of self-care. According to Priceline, 65% have planned a getaway purely to boost their mood, signalling that travel is increasingly viewed as an everyday indulgence, not just a luxury. From quick “me-kends” to one-day escapes, travellers are enjoying treating themselves – no excuse necessary!
• Meeting Matches, Friends and Maybes on the Move:As dating habits shift and “catch-up friends” become more common, some travellers are foregoing swipes for real-world connections – from dating overseas to finding new friends on the road. Skyscanner’s 2026 Travel Trends report shows that 50% of people choose to travel not just to escape but to reconnect, and 53% of travellers have gone or considered going overseas specifically to meet new people, whether for friendship or dating. Sharing a journey can become an opportunity to explore the destination with a local, make meaningful friendships, and meet people of different cultures and backgrounds.
• Fan Voyages to Hometown Sporting Events: 2026 may be a milestone year for global sports, but the real MVP is local. Expedia’s Unpack ’26 guide for what’s next in travel shows travellers are embracing immersive, hometown sporting events, with 57% saying they’d attend one during their trip. Adventure-seeking travellers are pursuing engaging experiences that offer a front-row seat to the heart of a community – ones that blend cultural tourism with the thrill of local sports and that create unforgettable holiday memories.
UK MEDIA OPPORTUNITIES AND SHIFTS
• Business Traveller, a magazine sharing the latest travel news, reviews and intel for high-flyers, has announced the launch of its Africa Edition. Available in print and online, the new edition will reach readers across the continent, from airport lounges, hotels and clubs to other key locations throughout Africa, as well as through strategic partners worldwide.
• Graham McKenziehas left his management role atTravelMole but plans to remain involved in the industry as a freelance writer.
• Travel Trade Gazette(TTG) is closing its print edition, having released its last issue in October.
• Vicky Lissaman has left Reach plc and is now a freelance writer. Julie Delahaye is the new travel editor for the publication. In this new, expanded role, Julie will work across all Reach plc national and regional titles across digital and print, including Daily Mirror, Daily Express and Daily Star. Julie will continue her role as commercial content lead, working on partnerships.
GERMAN-SPEAKING MARKETS’ MEDIA OPPORTUNITIES AND SHIFTS
• Funke Regionalmedienhas developed a local journalistic platform aimed at younger audiences. “Talzeit” initially launched on Instagram and has now expanded with a dedicated website as its core product. The offering, focused on the German city of Wuppertal, is supported by a six-member editorial team with expertise in audio, social media, video and audience development. The Instagram account has grown to 12,600 followers and over 1 million monthly impressions in its first six months. Further digital channels are planned to broaden the platform’s reach. The project is framed as a “laboratory for next-generation local journalism,” with successful concepts expected to be rolled out to other regional brands in North Rhine-Westphalia. The initiative represents a strategic milestone for its regional media portfolio and a sustainable model for digital-first local reporting.
• Berlin-based taz has printed its final daily weekday edition. The newspaper will be available digitally only during the workweek, reflecting a shift in consumption habits and the broader industry trend towards digital-first distribution.
• Der Spiegelis piloting a dedicated English-language offering on the U.S. newsletter platform Substack. The channel, named “The German View,” targets an international audience interested in European perspectives on Germany. Subscribers receive two to three in-depth translated articles weekly.
• Mediengruppe Pressedruck, the publisher of regional titles in southern Germany, is eliminating up to 350 positions by the end of 2027. The restructuring, covering service and IT departments, aims to harmonise workflows, centralise operations, and secure resources for strategic investments and new business development. The program reflects broader regional trends, as other south German publishers have also announced significant staff reductions.
• Starting in 2026, Jahreszeiten Verlag will expand the publication frequency of three of its flagship titles. AW Architektur & Wohnen will move from six to 10 issues per year, with an editorial expansion of 16 pages per issue. The travel magazine Merian will publish six times annually instead of five, reflecting ongoing audience growth. Robb Report Germany, celebrating a decade of its German edition alongside the U.S. brand’s 50th anniversary, will increase from five to six issues yearly. These adjustments are positioned as strategic measures to enhance advertising opportunities, market reach and premium brand visibility. Editorial and distribution teams will be strengthened concurrently to ensure quality and timely delivery.
• FAZ has introduced a new AI-based podcast, summarising key articles from its regional Rhein-Main desk into a five-to-seven-minute weekday briefing. The AI-generated content is read by a cloned voice of one of the paper’s existing podcast hosts, with editorial staff verifying content quality and accuracy. The podcast, available on FAZ’s app, website and major podcast platforms, targets users seeking a concise regional news update and further reinforces the publisher’s experimentation with AI in content delivery, complementing existing AI-assisted features such as article summaries in the mobile app.
BENELUX MARKETS’ MEDIA OPPORTUNITIES AND SHIFTS
• In December, Dutch travel magazines RonReizen and De Mooiste Rondreizen (Meridian Travel) will merge and continue as De Mooiste Rondreizen, publishing four times a year and being closely linked to the RTL4 TV travel show “RonReizen.” This is a strategic step that combines TV, online, and print and responds to a growing trend of Gen Zers turning to travel agencies and high-quality travel magazines for offline inspiration and advice amid online choice overload. The first joint edition, to be launched at the Vakantiebeurs in Utrecht on 8 January, will feature reports from Austria, the United States, Vietnam, South Africa and Switzerland.
• Emma Vloeimans has been appointed the new editor in chief of ELLE Netherlands, succeeding Anke de Jong, who has held the role since September 2021. Vloeimans has a strong media background and previously worked for titles including Harper’s Bazaar, Vogue and Cosmopolitan.
• DPG Mediahas launched Glorious, a new 100-page glossy focused on entertainment, royalty and beauty, available for 12 weeks via retail and online channels in Belgium and the Netherlands. The title adds another high-reach platform in the Benelux market for celebrity-driven lifestyle storytelling, with potential tie-ins for fashion, culture and travel coverage.
U.S. MEDIA OPPORTUNITIES AND SHIFTS
• Teen Vogueis joining Vogue.com, a transition that’s part of a broader push to expand the Vogue ecosystem. The title will remain a distinct editorial property with its own identity and mission, but sitting under the Vogue umbrella will provide a more unified reader experience across titles.
• Gayle King, who has been the face of CBS News’ morning show for more than a decade, is rumored to depart as an anchor of the program in 2026.
• Paramount announced it is cutting ties with dozens of staffers at CBS News and hundreds more across the larger company.
• Food52is starting a social media series called “52 Hours in…,” where they’ll spend 52 hours exploring a culinary destination for their Instagram and possibly other social channels.
• Tim McKirdyis now working withSother Teague on a new podcast called “Sauced,” featuring food recipes with booze. It’s set to launch in January 2026.
• Amanda Gabriele, senior drinks editor atInsideHook,has a new video series called “I Know a Place.”
