2026 Travel Trends: Set-Jetting, Spontaneity & Smart Spending

Quick Answer: What Are the Top Travel Trends for 2026?

In 2026, travel is being shaped by a desire for immersive storytelling, flexible spontaneity, and steady, modest spending growth. Key trends include set-jetting (travel inspired by movies and TV shows) and literary travel (visiting places from books), as well as a broader embrace of spontaneous adventures and experiential trips that create personal "lore." U.S. travel spending is projected to grow at a low but positive rate, driven mainly by domestic travel. Travelers are also seeking hyper-personalized stays, pet-friendly escapes, and multi-modal planning, according to industry reports.

Key Facts About 2026 Travel Trends

• Set-Jetting & Literary Travel: Travel inspired by books and movies is booming, fueled by pandemic-era binge-watching and reading habits.
• Spontaneity & Discovery: Travelers are leaving room in itineraries for unplanned experiences and seeking once-in-a-lifetime activities to gain new "lore."
• U.S. Spending Growth: The Spring 2026 U.S. Travel Forecast projects low but positive travel spending growth, continuing the trend from late 2025.
• Domestic Travel Leads: Domestic travel is the primary driver of U.S. travel spending growth in 2026.
• Personalization & Pets: Hyper-personalized stays and pet-first escapes are emerging as significant niche trends.
• Multi-Modal Planning: Travelers are increasingly using multiple transportation modes (train, plane, car) in a single trip.

Set-Jetting and Literary Travel: The Rise of Story-Driven Trips

One of the most prominent trends for 2026 is the continued rise of set-jetting — traveling to destinations featured in movies, TV series, or books. According to Odysseys Unlimited, a travel company, this trend has been partly fueled by the pandemic-era surge in binge-watching and reading, which inspired people to visit the real-world locations of their favorite stories. For example, travelers are flocking to Croatian coastal towns featured in Game of Thrones, or to the English countryside settings of Jane Austen novels.

Literary travel is a close cousin, with book lovers planning trips around the settings of beloved novels. This could mean visiting Paris for The Hunchback of Notre-Dame or taking a road trip through the American Southwest inspired by Cormac McCarthy’s works. Tour operators are responding by creating themed itineraries that include guided tours, author talks, and behind-the-scenes access.

Why This Trend Matters

Story-driven travel appeals to a deep human desire for connection and narrative. It transforms a simple vacation into a personal journey of discovery. For destinations, this trend offers a powerful marketing tool: a single movie or book can put a small town on the map for years. In 2026, expect to see more destinations leveraging their cultural and literary heritage to attract visitors.

Spontaneity and the Quest for "Lore"

The 2026 Global Travel Trends Report highlights that travelers are increasingly seeking out once-in-a-lifetime activities while also leaving room in their itineraries for spontaneity. The concept of gaining new "lore" — memorable stories and experiences that become part of one’s personal narrative — is driving this shift. Instead of rigid schedules, travelers are opting for flexible plans that allow for unexpected discoveries, such as stumbling upon a local festival or taking a detour to a hidden beach.

This trend is particularly strong among younger generations, who value experiences over material possessions. They are more likely to book a trip with a loose framework and then decide on activities once they are on the ground, using apps and local recommendations to guide them.

How Travel Providers Are Adapting

Travel companies are adjusting by offering more flexible booking options, such as free cancellation up to 24 hours before departure, and by creating itineraries that include "free time" blocks. Tour guides are also being trained to offer spontaneous add-on experiences, like a cooking class or a sunset sail, that can be booked on the spot.

U.S. Travel Spending: Steady, Low-Positive Growth

The Spring 2026 U.S. Travel Forecast, released on May 7, 2026, projects that travel spending will grow at low but positive rates throughout the year. This continues the trend observed in late 2025 and early 2026. The growth is bolstered by domestic travel, which remains robust as Americans continue to explore their own country.

While international inbound travel is also expected to grow, it will do so at a slower pace. Factors such as economic uncertainty and high airfares are tempering growth. However, the overall outlook is optimistic, with steady demand for leisure travel and a gradual recovery in business travel.

What This Means for Travelers

For consumers, this means that travel will remain accessible, but prices may continue to rise modestly. It’s wise to book early for popular destinations and to consider off-peak travel times to get the best value. Domestic trips, in particular, offer a cost-effective way to satisfy wanderlust without breaking the bank.

Hyper-Personalized Stays and Pet-First Escapes

According to the Amadeus Travel Trends 2026 report, the future of travel includes hyper-personalized stays — accommodations that use data to tailor everything from room temperature to dining options to a guest’s preferences. This goes beyond just a welcome drink; it means smart rooms that remember your favorite pillow type or a concierge app that suggests activities based on your past trips.

Another niche trend is pet-first escapes. More travelers are refusing to leave their furry friends behind, and hotels are responding with pet amenities like gourmet room service menus for dogs, pet spas, and even pet-sitting services. This trend is a natural extension of the broader humanization of pets and the desire to include them in all aspects of life.

Multi-Modal Planning: The New Way to Travel

Multi-modal planning — combining different modes of transportation in one trip — is also gaining traction. Instead of flying directly from city to city, travelers might take a train between two nearby destinations, then rent a car to explore rural areas, and use ride-sharing for city transport. Apps like Google Maps and specialized travel platforms now make it easier to plan such complex itineraries, and travelers are embracing the flexibility and environmental benefits of using trains or buses over short-haul flights.

The Bottom Line: 2026 Is About Meaningful Journeys

In summary, the travel trends of 2026 reflect a shift toward more meaningful, personalized, and story-rich experiences. Whether you’re a set-jetter heading to a film location, a spontaneous explorer chasing new lore, or a pet owner planning a getaway with your dog, the key is to embrace discovery and flexibility. With U.S. travel spending on a steady, if modest, upward trajectory, there’s never been a better time to plan your next adventure.

As the year unfolds, watch for more destinations and companies to cater to these trends, offering innovative ways to travel that are both exciting and personal. So, what will your 2026 travel story be?