Demand to travel is high but holidaymakers are becoming more selective and confidence in AI use is down
October 9, 2026·Updated 10/09/2026·5 min5 min read
Skyscanner’s latest trends report identifies seven emerging travel behaviours, with value, trust and AI shaping how consumers plan and book trips.
Global travel searches on Skyscanner have risen 17% year on year, with 82% of UK travellers planning to travel as much or more in 2027 despite ongoing economic uncertainty.
The findings, published in the meta-search platform’s Travel Trends 2027 report, suggest consumers are protecting travel spending while becoming more selective about where they spend their money.
Based on research involving more than 28,000 travellers, Skyscanner’s proprietary search data and insights from consumer brands including TikTok, ClassPass, Wise, Universal Music Group for Brands and AllTrails, the report identifies seven trends expected to shape travel demand next year.
These are Signal Severance, Pilgra-merch, Grand Odysseys, Gym-cation, Sten Do Surge, Sound Bound and Currency Chasers.
Skyscanner chief executive Bryan Batista said travellers were continuing to prioritise trips but were increasingly focused on getting value from their bookings.
“As AI continues to influence travel planning, the brands that come out on top will be those that combine intelligent technology with trusted data, transparent pricing and experiences that genuinely help people travel with confidence,” he said.
“Meeting the next generation of traveller expectations will require the industry to move beyond transactions and become a trusted partner.”
Six in 10 UK travellers expect their flight and accommodation budgets to remain stable or increase in 2027.
Accommodation and flights are the leading cost considerations when choosing a destination, said by 30% and 28% of respondents respectively.
However, consumers are becoming more selective about additional spending. Just 15% plan to upgrade their hotel room, down from 29% last year, while 10% expect to pay for additional baggage, compared with 22% previously.
Travel insurance remains a priority for 38% of respondents, followed by tours and activities at 32% and seat selection at 26%.
For travel businesses, the findings point to an opportunity to convert existing demand by making prices, product differences and booking options easier to understand, rather than relying solely on generating new interest in travel.
The report also highlighted a gap between growing AI adoption and travellers’ confidence in using the technology to make booking decisions.
Skyscanner’s most popular prompt in its Explore with AI feature over the past six months was “cheap flights”.
Globally, travellers were most likely to use AI to research destinations (28%), compare flights and accommodation (22%) and find inspiration (21%).
However, just 35% of UK travellers said they felt confident using AI-generated recommendations to plan and book trips, down from 46% last year.
Accuracy was the leading concern, cited by 61%, while 38% worried about having nobody to contact if something went wrong.
The findings suggest travel brands face a dual challenge: making their products discoverable through emerging AI-powered planning tools while maintaining the transparency, reliable information and customer support needed to convert recommendations into bookings.
Product information is becoming increasingly important to that process. Family-friendly facilities matter to 29% of travellers, while 26% want accessibility information and 25% look for sustainability details.
Consumers are also showing interest in less crowded destinations, with 36% planning to visit quieter locations and the same proportion considering less busy places close to popular hotspots.
A further 29% intend to visit favourite destinations during the shoulder season.
Despite the growth of digital discovery, word of mouth remains the leading source of travel inspiration among UK travellers, cited by 39%. YouTube follows at 25% and Instagram at 22%.
Among Gen Z, friends (50%), family (49%) and online reviews (38%) are the most trusted sources of holiday recommendations.
Only 12% said AI tools were their most trusted source, while 9% primarily relied on celebrities or influencers.
The timing of consumer decisions also offers a potential opportunity for travel marketers. UK travellers book an average of nine weeks before departure, with search activity peaking in April and May. The average trip lasts 6.3 days.
Skyscanner’s seven trends highlight how evolving interests could create new opportunities for destinations and travel businesses.
One in four Gen Z travellers plans to disconnect on holiday in 2027, helping drive interest in remote destinations such as Kittilä in Finland, where searches have risen 65% year on year.
Meanwhile, nearly a quarter of travellers (23%) has taken a trip specifically to buy an item unavailable online, highlighting the potential of location-exclusive products to drive destination demand.
Film and television are also influencing travel decisions, with 33% of surveyed travellers saying productions including Gladiator and The Odyssey had inspired them to plan a trip.
Wellness is shaping accommodation choices, too, with 67% of Millennial travellers more likely to book a hotel offering a nutritious breakfast and 40% of Gen Z prioritising hotels with gyms.
A quarter of travellers are opting to combine pre-wedding celebrations, citing enjoyment, affordability and easier organisation.
Live music is another driver of travel, with a quarter of respondents saying the venue matters as much as the music itself.
Exchange rates are also influencing destination choices, with 26% of travellers having switched destinations to benefit from a favourable rate.
The figure rises to 45% among Gen Z and 40% among Millennials, underlining the importance of perceived value to younger consumers.
The report points to a broader generational shift in how younger travellers approach major life decisions.
As the final wave of Gen Z reaches adulthood in 2027, 34% of the generation is choosing travel over saving for major financial goals, while 36% is considering career opportunities based on the potential to travel or work abroad.
Beach holidays remain the most popular planned activity among Gen Z, 47%, followed by trying local food (34%), shopping (29%) and nightlife (28%).
For the travel industry, the findings reinforce the importance of balancing competitive pricing with experiences that reflect changing consumer priorities.
While economic uncertainty is influencing how travellers allocate their budgets, Skyscanner’s research suggests demand remains resilient.
The challenge for suppliers and intermediaries will be to provide the information, flexibility and reassurance travellers need to turn that intention into a booking.
