2026 Travel Trends: Rail, Wellness & More
Travel is changing. Not just where people go, but why, how and when they choose to travel. As we head into 2026, the shift is clear: travellers are becoming more intentional, more values-led and more selective about what they want from a trip.
For travel brands and PR teams, this presents a huge opportunity. The most effective strategies next year won’t chase destinations alone, they’ll tap into mindset, motivation and meaning.
Drawing on insights from ABTA, Skyscanner and Expedia, here are the key travel trends shaping PR strategies for 2026.
Rail Travel and the Rise of the Slow Journey
Younger travellers are increasingly swapping planes for trains. Among 18–24-year-olds, rail-based holidays have more than doubled in the past three years, making them the most likely age group to travel this way.
This isn’t just about sustainability, it’s about experience. Slow travel itineraries, multi-stop journeys, car-free holidays and European rail routes are turning the journey itself into the destination.
PR opportunity: Stories that celebrate the romance of rail, scenic routes, lesser-known stopovers and slower pacing. Think itineraries, partnerships, and content that frames travel as a series of moments rather than a single arrival.
The Longest-Haul Mindset
Nearly half of travellers now want to visit somewhere they’ve never been before, and many are choosing destinations as far away as possible. Australia, New Zealand and the Pacific Islands are seeing notable growth, driven by the perception of better value once travellers arrive.
This reflects a “go big or go home” mentality: if people are travelling long-haul, they want it to feel meaningful and different.
PR opportunity: Position destinations around depth, discovery and once-in-a-lifetime experiences rather than quick wins. Long-form storytelling, cultural insight and expert-led narratives perform strongly here.
Super September: The Smart Travel Window
September is officially having a moment. One in four people plan to travel during the month, with growth across every age group. Better value, fewer crowds, warmer weather and smarter timing are all driving this shift, making September a prime post-summer travel window.
PR opportunity: Campaigns that reframe September as the savvy traveller’s choice. Expect strong angles around value, calm, flexibility and “travelling well” rather than travelling fast.
Dry Tourism and Wellness-Led Travel
Drinking less is now shaping how and where people holiday. Gen Z, in particular, are actively choosing alcohol-free trips, prioritising hotels and destinations that offer genuinely good non-alcoholic options. This opens up wider conversations around wellness, safety and socialising without alcohol.
PR opportunity: Position travel through the lens of wellbeing, balance and inclusivity. There’s space here for thoughtful storytelling around health, mental wellbeing and modern social culture.
Grocery Store Tourism and Edible Souvenirs
Nearly half of travellers cook on holiday, and many actively seek out local supermarkets. It’s affordable, authentic and hugely popular on social platforms like TikTok. Food shopping abroad has become a form of cultural exploration in its own right.
PR opportunity: Content that celebrates everyday authenticity. Think local produce, simple rituals, edible souvenirs and travel experiences that feel accessible rather than extravagant.
Glowmads and Beauty-Led Travel
Beauty routines are now influencing travel choices. From Korean skincare in Seoul to French pharmacy staples in Paris and Japanese sunscreens in Tokyo, travellers are building itineraries around products they can’t easily access at home.
PR opportunity: This is prime territory for travel and lifestyle crossover. Collaborative storytelling between beauty, retail and destination brands can unlock highly shareable, culturally relevant coverage.
Readaways, Farm Charm and Literary Escapes
Cosy stays, rural retreats and slower living are driving demand for cabins, farm stays and holiday homes designed for calm and connection. Reading, nature and intentional downtime are central to this trend.
PR opportunity: Narratives around digital detoxing, reconnection and intentional travel resonate strongly here. These stories perform well across lifestyle, interiors and wellness media — not just travel titles.
What This Means for PR in 2026
Across all of these trends, a common theme emerges: travel is becoming slower, smarter and more intentional.
For PR teams, success in 2026 will come from understanding why people travel, not just where they go. Campaigns that tap into values, lifestyle shifts and real cultural behaviour will cut through far more effectively than destination-led messaging alone.
The brands that win will be those that tell richer stories, align with how people actually want to travel and meet audiences where curiosity drives discovery.