To fully immerse in local culture, avoid contributing to overtourism, and save costs, more travelers are actively steering clear of peak seasons and overcrowded destinations.
Avoiding mass tourism
According to Virtuoso, a global network of luxury travel companies, 45% of travel advisors report that their clients are adjusting plans due to the effects of climate change. The Virtuoso Luxe Report 2026 indicates that 76% note increased demand for off-peak or shoulder-season travel, while 75% state clients prioritize destinations with temperate weather.
This shift is fueling the rise of "secondary cities," destinations outside major tourist hubs that offer similar, more intimate experiences.
Online travel platform Agoda reports that accommodation searches for secondary destinations in Asia are growing 15% faster than for traditional travel centers.
Agoda's Travel Outlook 2026 report also highlights that many governments have quickly embraced this trend. Indonesia has implemented a "Tourism 5.0" strategy, aiming to develop five "super priority" destinations to disperse tourist traffic beyond Bali. Japan is also boosting regional tourism campaigns, encouraging visitors to explore areas outside Tokyo and other central cities.
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More travelers are avoiding peak season travel or overcrowded destinations. Photo: CNBC |
Opting for tour operators
According to the latest report from Lemongrass Marketing, many travelers today experience mental exhaustion even before their trip begins. Consequently, a growing number are inclined to "entrust" planning to tour operators or hotels offering all-inclusive packages.
"Travelers want someone they trust to make the right choices for them, so they can truly relax," shared Tara Schwenk, senior director of digital strategy at Lemongrass Marketing.
As information overload becomes a hallmark of modern life, "decision-light" travel is emerging as a core expectation, especially for time-constrained and high-pressure travelers, according to Tara.
This trend has reshaped luxury trips, replacing countless options with carefully curated experiences, notes luxury travel company HunterMoss.
This allows ultra-wealthy clients to "escape the burden of worrying about extra costs or logistics throughout the trip," stated Julie Hunter, director and chief operating officer of HunterMoss.
Prioritizing mental wellness
Another rapidly expanding trend is wellness travel, which has evolved from traditional spa packages to trips focused on mental health.
Notable offerings include Ayurvedic treatments in India, yoga and surfing retreats in Costa Rica, or silent meditation courses in Canada.
According to Virtuoso's report, many travelers view wellness travel as a long-term investment in their health.
The appeal of this travel type transcends class boundaries, ranging from budget-friendly nature trips to the "wealthy and well" trend. It is popular with solo travelers, couples, and both young and older individuals.
A separate report by tour operator Contiki found that two-thirds of American travelers under 35 prefer active trips such as hiking, rafting, or cycling; more than 50% believe maintaining wellness routines while traveling is important.
Nostalgia travel
Younger travelers are seeking vacations that evoke childhood memories. Nearly 80% of Americans under 35 surveyed reported they "have or wish to" recreate a childhood trip, according to Contiki's report.
Simultaneously, newly retired individuals are embracing new freedom through "golden gap years," notes consulting firm The Future Laboratory.
With no bosses to report to and no children accompanying them, they undertake extended journeys, both by road and cruise, with a higher level of adventure than previously associated with retirement travel. Nearly 25% of retired individuals have traveled for one year, or would consider doing so, based on research by UK retirement village operator Inspired Villages.
AI application in the hospitality industry
While more travelers are using AI to book trips, hotels are also adopting this technology to better understand their guests.
The year 2026 is expected to mark a significant turning point, as hotels shift from reacting to guest requests to anticipating their needs, by using predictive intelligence to personalize the stay even before guests arrive, according to a report by hotel service application provider Oracle Hospitality.
Some hotels currently allow guests to personalize almost every room detail, such as adding a Pilates reformer, installing blackout curtains, or choosing a room near the breakfast area, according to travel technology company Amadeus.
As AI accelerates its development, personalization will no longer be a "nice-to-have" amenity, but will become the default operating system for how hotels function, the Amadeus report states.
Anh Minh (According to CNBC)
