2026 Travel Trends - Shape Your Strategy

We hope your year is off to a strong start. As tourism businesses, organizations, and partners across Southeastern Ontario plan for 2026, it’s critical to understand the trends shaping travel choices and visitor behaviour in the year ahead. We’ve scoured the most recent reports from leading travel publishers and research platforms and condensed all the insights into one digestible blog, so you don’t have to.

These insights are intended to help you shape strategy, programming, and marketing to connect with the modern traveller.

Purpose-Driven and Experience-Led Travel

Across multiple sources, a clear theme emerges: travellers are seeking meaning and connection, not just destinations. Trips are increasingly chosen for the experiences, culture, and personal enrichment they provide. Wellness, nature, culinary exploration, and immersive local experiences are guiding travel decisions. Canadians are prioritizing journeys that support mental and physical well-being, slow travel, and opportunities for reflection, reconnection, and authentic experiences.

• Wellness and Nature: Wellness retreats, nature-based stays, and slower-paced itineraries are in high demand. Travellers value opportunities to unplug, recharge, and engage with the outdoors.
   
• Personalized & Experiential Travel: Visitors want travel that reflects their personal interests and identity—from culinary adventures and cultural immersion to literary or thematic trips. Shared, multi-generational experiences are also on the rise.
   
• Responsible and Sustainable Travel: Sustainability remains an important factor. Travellers increasingly seek accommodations and activities that support local communities and minimize environmental impact, especially when these features are clear at the booking stage.

Accommodation and Itinerary Trends

Where visitors stay—and how they structure trips—is evolving rapidly.

• Unique & Salvaged Stays: Historic buildings, renovated schools, abbeys, or industrial spaces are becoming preferred accommodations. These “Salvaged Stays” offer story-driven, memorable experiences beyond standard hotels.
   
• Hotel Hopping: More than half of travellers are now booking multiple properties within the same destination to explore different neighbourhoods, maximize value, or mix styles of accommodation.
   

• Readaways: Travellers are increasingly seeking trips centered on reading, relaxation, and quality time with loved ones. Group retreats to coastal homes, countryside cottages, or cozy chalets are becoming popular, offering quiet spaces to unplug, unwind, and connect over stories. Interest is surging, with 91% of travellers expressing interest in reading-focused trips. Mentions of reading-related terms in Vrbo guest reviews have jumped 285% year-over-year, and Pinterest searches for “book retreats” and “book club retreat ideas” have grown by 100% and 265%, respectively. These trips combine leisure, learning, and social connection, making them a unique niche in 2026 travel.

   

• Farm Stays: Rural escapes are gaining traction as travellers seek to trade city lights for starlit skies. Farm stays offer a blend of nature, hands-on experiences, and slower-paced travel. Interest is especially high among Gen Z, with 84% of travellers keen to stay on or near a farm. Guest reviews mentioning farms on Vrbo have spiked 300% year-over-year. Popular activities include nature walks or hiking (73%), interacting with farm animals (62%), and harvesting produce or picking fresh fruit (42%). These experiences satisfy the growing demand for immersive, mindful, and experiential travel outside urban hubs.

Technology & AI in Travel Planning

Digital tools and AI are shaping the way travellers discover and book trips.

• AI-Powered Planning: Travellers are increasingly using AI tools to compare prices, create personalized itineraries, and reduce planning stress. Multi-agent AI systems are emerging to handle complex, real-time travel needs.
   
• Social Media for Inspiration: Platforms like Instagram, TikTok, YouTube, and Reddit continue to drive destination discovery, particularly for younger travellers. Authentic content, insider tips, and unique experiences are highly influential.

Demand, Spend, and Destination Selection

Global and Canadian data point to strong travel momentum for 2026:

• Increased Travel & Spending: Most travellers intend to travel as much or more than in 2025, with significant budget growth for flights, accommodation, and experiences.
   
• Value & Flexibility Matter: While long-haul travel remains appealing, cost-conscious planning is a priority. Travellers seek value for money, flexible bookings, and off-peak travel options.
   
• Emerging Destination Choices: Mountains, cultural cities in Europe, and under-visited destinations are attracting attention. Travellers are increasingly avoiding over-touristed areas and exploring quieter, less crowded locales.

Sports, Culinary, and Event Experiences

The desire for local, immersive experiences extends beyond leisure:

• Sports Travel: Attending local sporting events and connecting with community traditions are increasingly sought after, especially among Gen Z and Millennials.
   
• Culinary Exploration: Food-focused travel, interactive dining experiences, and culinary tourism continue to drive engagement, aligning with broader trends in experiential travel.
   
• Events and Multi-Gen Gatherings: Festivals, retreats, and multi-generational trips are on the rise, reflecting a focus on shared, meaningful experiences.

What This Means for Southeastern Ontario

For the region, these trends highlight clear opportunities:

• Develop experience-led programming that showcases local culture, food, and nature.
• Explore creative accommodations, farm-based experiences, and curated multi-stop itineraries.
• Leverage technology and social platforms to inspire and guide visitors, while ensuring authenticity in storytelling.
• Design offers that cater to wellness, multi-generational, and purpose-driven travel preferences.
• Prioritize sustainable and community-focused tourism initiatives that resonate with today’s conscientious traveller.

By aligning with these trends, operators, partners, and tourism organizations can position Southeastern Ontario as a destination that meets the expectations of modern travellers while strengthening the local visitor economy. 

Happy planning!

Sources

• Skyscanner. Travel Trends for 2026: Beyond Escape
• Expedia Group. Unpack ’26: The Trends in Travel
• Travel Pulse Canada. Purpose Over Places: Travel Trends to Watch in 2026
• Conde Naste - The Biggest Travel Trends of 2026