Experience travel will be in particularly high demand in 2026, according to Travelzoo CEO James Clarke. For this reason, he called on travel agents to enhance traditional packages – especially sun and beach holidays – with additional activities and cultural experiences.
James Clarke, referring to travel trends for next year, emphasized that culturally oriented travel “outperforms all other categories”. “Experience is the new luxury”, he said characteristically. “Experiences will drive growth next year. They will be the main incentive for bookings. People want holidays during which they will gain experiences that they will tell about to those around them”, emphasized the head of Travelzoo.
“Add activities to your packages”
Clarke urged agents selling classic beach packages to “enrich” them with activities, noting that while demand for relaxing at sea remains, travelers are looking to include experiences such as day trips, boat trips and visits to historical sites in their plans.
He said purchases of material luxury goods are declining, while spending on experiences is rising significantly.
Another trend Travelzoo is seeing is that travelers will only book if “everything is exactly how they want it.”
While 60% of Travelzoo members have not yet booked a vacation for 2026, a similar percentage say they would do so immediately “if the offer was right,” according to Clarke.
Trends for 2026 also include the rise of river cruising.
The top two destinations for Travelzoo members next year are Spain and Italy.
There is also a strong trend in off-peak travel. “Off-season is no longer a second choice — for many, it’s become a first choice,” said Clarke, confirming that travelers are now looking for better prices, fewer crowds and milder weather.
