Lemongrass Marketing’s 2026 Travel Trend Report urges brands to prioritise purpose over promotion

Lemongrass Marketing, a B Corp-certified travel PR and content agency, has published its Annual Travel Trend Report 2026, spotlighting a major recalibration of traveller behaviour and expectations. The report identifies 16 distinct trends redefining the industry – from decision fatigue and unfiltered travel to regenerative destination management and personalised life-stage tourism.

According to the report, travellers in 2026 are moving away from over-consumption, overstimulation, and superficial tourism. Instead, they are seeking clarity, simplicity, and meaning in their travel experiences – trends that have strategic implications for travel companies, DMOs, and hospitality providers alike.

“Being responsive to change is no longer optional for travel brands; it’s essential. This year’s report shows that consumer behaviour is fragmenting in fascinating ways, from travellers who want to outsource all decision-making on holiday to those who want to engage with politics through their travel choices,” said Tara Schwenk, Senior Director of Digital Strategy at Lemongrass. “The common thread is clarity: people want less noise and more resonance.”

Mirjam Peternek McCartney, Founder and CEO of Lemongrass Marketing, added: “For me, the most exciting shift is how travel is becoming deeply personal and purposeful. From decision-free holidays that ease mental load, to discovering offbeat, untrending destinations, people are seeking experiences with real depth that reflect their values and life stage.

“We’re also seeing regeneration take root in destinations, and even luxury travel is being redefined away from excess towards authenticity and impact. I’m particularly hopeful that, while some brands keep sustainability quieter due to fear of backlash, important work is continuing behind the scenes, quietly shaping a more responsible and meaningful future for travel. The future of tourism belongs to brands that are bold enough to offer meaning, not just marketing.”

Also read → Lemongrass scores major new client wins in 2025

Key trends from the 2026 report include:

Decision Detox: Travellers overwhelmed by daily choices are increasingly seeking holidays where all decisions—from itineraries to meals—are made for them.
Untrending as a Statement: Travellers are intentionally avoiding overexposed destinations, choosing lesser-known “destination dupes” or off-the-radar locations free of algorithmic influence.
Beyond Band-Aid Overtourism Measures: Cities like Vienna, Copenhagen, and the Faroe Islands are pioneering stewardship models and sustainable measurement frameworks to manage tourism responsibly.
Maturing Regenerative Travel: Destinations are embedding regeneration into tourism strategy, tracking outcomes such as biodiversity restoration, soil health, and cultural resilience.
Life Stage-Specific Travel: There is growing demand for targeted offerings, such as grief retreats, neurodiverse sabbaticals, and menopause-focused wellness trips.
Billionaire Backlash: The luxury segment is undergoing a values-led redefinition, favouring originality, emotional impact, and authenticity over extravagance.
Rail Travel Revival: Trains are re-emerging as a central travel experience, appreciated for both their low carbon footprint and emotional value.

Why it matters for the industry

For travel brands, tourism boards, and professionals across the sector, the 2026 report offers both insight and a call to action. The travel landscape is evolving toward more intentional, personal, and regenerative experiences – pressuring businesses to move beyond traditional marketing narratives and engage with traveller values in a more meaningful way. For industry professionals, the key takeaway is clear: commercial success in tourism increasingly depends on purpose-driven strategies, operational transparency, and emotional resonance with diverse and evolving traveller segments.

Lemongrass Marketing’s full report is now available and includes expert commentary, consumer research, and practical insight for adapting to the new dynamics shaping travel in 2026 and beyond.

The article Lemongrass Marketing’s 2026 Travel Trend Report urges brands to prioritise purpose over promotion first appeared in TravelDailyNews International.

The post Lemongrass Marketing’s 2026 Travel Trend Report urges brands to prioritise purpose over promotion appeared first on Travel Daily News