Inside Leisure Travel & Tourism Trends 2026: Value, Trust, and Experience Over Everything

The modern leisure traveler is more informed, more discerning, and more experience-driven than ever before. It’s no longer just about getting away – it’s about getting value, feeling confident in their choices, and building meaningful memories. Understanding what drives these decisions is critical for hotels and travel marketers trying to earn bookings in a crowded landscape. And as 2026 approaches, those decisions are being shaped by a unique mix of economic pressure, technological evolution, and a growing desire for meaningful, personalized travel.

What Hotel Marketing Trends Matter Most in 2026

According to the 2026 TravelBoom Leisure Travel Study, three key priorities define today’s traveler: value, trust, and experience. These aren’t just buzzwords, they are measurable shifts in behavior that reveal how travelers think and book.

1. Value remains the single most dominant concern for leisure travelers in 2026.

Nearly 28% of leisure travelers say they plan to take fewer trips in the year ahead due to rising costs, and 24% say their trips will be shorter. What’s more telling is where they’re trimming their budgets: 45% are cutting back on dining and entertainment, and 39% are scaling back on excursions and activities.

But here’s the good news: People still want to travel. They’re simply being more selective. They’re looking for clarity, not just low prices. That means transparent pricing, no hidden fees, and smart bundling (like parking + Wi-Fi + breakfast) will help a hotel stand out. Value doesn’t mean cheap – it means the guests feel like they got more than they paid for.

2. Trust is developed through positive peer feedback.

Trust is no longer built through brand names alone. It’s built through peer feedback and digital transparency. The study shows:

• 65% of travelers won’t book without reading online reviews.
• 36% start the booking process by checking reviews first.
• 50.6% say poor reviews are a dealbreaker.

That means your online reputation is now your primary conversion tool. Reviews are no longer the last stop in the funnel – they’re the gatekeeper. They shape first impressions, validate decisions, and inspire confidence. Travelers want to trust that what they see online is what they’ll get in real life.

3. Brands should build collective experiences.

Travel is no longer just a getaway – it’s a form of personal expression. 2026 travelers are building trips around:

• Food: Nearly 80% say food is important in choosing a destination.
• Wellness: 55% would consider a wellness retreat; spa treatments, meditation, and fitness classes are trending.
• Music: 72% have traveled or would travel for a concert or festival.
• Local culture: 51.4% actively seek out authentic, local experiences.

Experience is where emotion meets memory. It’s not about the cheapest room or even the biggest room. It’s about the most meaningful stay.

What Hoteliers Should Do to Win in 2026

Hoteliers need to align marketing and operations with these core traveler values:

• Lead with clarity: Be upfront about pricing, policies, and what’s included. Reduce surprises and build confidence.
• Invest in your review ecosystem: Actively request feedback, respond to reviews promptly, and showcase social proof on your hotel’s website and digital ads.
• Create connection: Partner with local businesses to offer experiences. Promote culinary tours, wellness packages, or cultural activities that make your property more than a place to sleep.

The TravelBoom Takeaway: The hotels that will thrive in the years ahead are the ones that deeply understand what today’s travelers care about, and then deliver it with authenticity and consistency. Value, trust, and experience aren’t just consumer expectations. They’re a road map to increased bookings, stronger guest loyalty, and long-term growth.

Want deeper insights into traveler mindsets? Download the full TravelBoom 2026 Leisure Travel Trends Study.