Experiences before destinations: how the way travel planning is changing

Tripadvisor has released its second annual report. Tripadvisor Trendcast 2026, based on an analysis of more than a billion reviews, searches, bookings and user behavior on a global scale. The data clearly show the continuation and deepening of the trend that started after the pandemic: travelers plan their trips less and less around the destination itself, and more and more around experiences, activities and personal interests.

According to Trendcast data, 2026 is marked by strong growth in demand for specific forms of travel - from active and adventure tourism, through family trips guided by children's interests, to the rapid growth of pet-friendly offersBut the common denominator of all trends is a shift towards consciously planned, meaningful experiences which create an emotional connection with the place, the local community and fellow travellers.

Active tourism as an identity, not a hobby

One of the most noticeable trends is the so-called "Sweat Jetting", i.e. travel motivated by sports and physically demanding activities. Active tourism is no longer perceived as an addition to travel, but as its main reason.

Trendcast records strong growth in the so-called mara-cations i race-cations travel, where travelers combine participation in sporting events with a tourist stay. Large city marathons generate an exceptional increase in arrivals: the Chicago Marathon records an increase in visits of up to 300 place, boston 228 place, and Berlin 222 place during the racing season. In parallel, bookings for sports stadium tours and sports experiences have increased 25 percent annually.

For destinations, this means that sports infrastructure, a calendar of events and the ability to combine activities with a quality tourist offer become key elements of competitiveness.

The growth of extreme and "borderline" experiences

Along with active tourism, interest in extreme and high-intensity experiencesData shows an increase in glacier tour bookings from 29 place, trips to the lava fields from 79 place, and heli-hiking adventure from 56 place compared to the previous year.

Travelers are increasingly looking for experiences that test the limits, but at the same time are organized, safe and professionally managed. This trend opens up space for destinations that have natural resources, but also for those that can reinterpret "extreme" through urban and cultural content, such as underground tours or themed tours.

Child-led family trips

Trendcast 2026 also sees a clear shift in the family tourism segment. Travel planning is increasingly being tailored to children's interests, with parents taking on the logistical role. Experience bookings that include children's tickets have increased 19 place, with cultural and historical tours being particularly prominent (+40 percent) and culinary workshops (+47 percent).

This trend points to a growing demand for educational, interactive and content-rich experiences that satisfy different generations at the same time - which is an important signal to destinations that want to extend family stays and increase spending outside classic attractions.

The evolution of nightlife: from clubs to "soft clubbing"

Nightlife is also undergoing a transformation. Instead of classic clubs, travelers are increasingly choosing structured, bookable music experiences which offer a sense of togetherness, but also relaxation. Bookings for DJ sets on the water have increased 29 place, while the so-called listening bars recorded a growth of even 64 place.

This trend is particularly relevant for urban destinations that are looking for an alternative to mass night tourism and the problems it often generates.

The explosion of pet-friendly tourism

One of the statistically strongest trends in the report is VIP (Very Important Pet) tourism. Bookings for pet-friendly experiences have increased 260 percent annually, which clearly shows that travelers are increasingly planning trips according to the needs of their pets.

For the tourism sector, this means that pet-friendly offerings are no longer niche, but are becoming a standard in certain market segments - from accommodation and transportation to excursions and activities.

Experiences as the main driver of travel decisions

"This year's Trendcast confirms a shift in the way people approach travel, with experiences increasingly driving travel decisions. Across searches, bookings and reviews, we see consistent patterns: travelers prioritize experiences that create local connection, offer physical challenge and facilitate shared decision-making for the entire group. These are not fringe behaviors - they are changing the way trips are planned.", she pointed out Laurel Greatrix, director of communications at Tripadvisor.

For tourism workers, a message Trendcast 2026 is clear: the competitiveness of destinations depends less and less on the resources themselves, and more and more on the ability to design, structure, communicate and make experiences easily accessible through digital channels. Travelers are not necessarily looking for more content, but content that makes sense in the context of their interests, identity and lifestyle.