'Maximalism' emerges as top 2026 travel trend

Seven new trends found in annual HBX Group report

HBX Group has revealed its latest travel trends report, with maximalism emerging as the 'stand-out' trend for travellers in 2026. 

Spending splurges and multi-stop adventures are in, the firm says, with this year marked by holidaymakers optimising their trips in all manner of ways. 

Coolcationing, nature tourism, entertainment tourism and fandom tourism, among others have also been found to be major influences on travel for this year. 

“This year, holidaymakers are pushing the limits and redefining the notion of truly ‘unforgettable’ experiences," Javier Cabrerizo, chief strategy, transformation & AI officer at HBX Group.

"For some, this means ultra-personalised, modular itineraries with multiple destinations, scenery, modes and experiences to maximise every moment. For others, it means blowing the budget on more luxurious experiences. 

“AI and social media have a huge influence on these decisions, with chatbots designing itineraries and travellers being influenced by destinations and experiences on their Instagram or TikTok feeds. It’s never been easier to recreate the trip of a lifetime in real time.  

“However, a gap still exists between seeing content online and booking the trip. Considering this, travel businesses must enhance how they incorporate social media into their strategies and look to offer transaction-ready solutions at the social media level. 

"This reduces the friction in the so-called TikTok-to-booking pipeline. They must also ensure they have sound data management practices to help AI tools capture and translate the necessary information.

“By using these AI and social media effectively, companies can maximise the value they can provide customers and attract new audiences.”