The new year always brings fresh energy. And this January, clients are searching for something different.
Not the same beach resort. Not the usual city break. Holidays that feel intentional. Trips with meaning. Experiences that stay with them long after getting home.
The travel reports from the first week of 2026 tell a clear story. People want to feel something on holiday. Connection. Wonder. Rest that goes deeper than a sun lounger.
Here are the trends shaping bookings right now.
TL;DR
- Chronocations: 19% of UK travellers want schedule-free holidays that follow their natural rhythm
- Astrotourism: August 2026 solar eclipse packages in Spain are selling out
- Set-jetting: 81% of Gen Z book trips based on TV shows and films
- Coolcations: Northern Europe is becoming the go-to summer escape from Mediterranean heat
- Off-the-beaten-path: Gozo searches up 1,900%, Sri Lanka up 605%
Chronocations: Holidays Without a Schedule
Imagine a holiday where there’s no alarm. No fixed dinner reservation. No pressure to be anywhere at any time.
That’s a chronocation. And industry data shows 19% of UK travellers are already booking them.
The idea is simple. Instead of forcing into holiday mode (up early for the buffet, excursion at 10am, dinner at 7pm sharp), travellers follow their body’s natural rhythm. Sleep when tired. Eat when hungry. Explore when the mood strikes.
After years of rigid routines and screen fatigue, clients are craving this kind of freedom.
The Booking Angle
Position these as stress-free escapes. Look for resorts with 24-hour room service, flexible dining, or private villa options with personal chefs. Mediterranean destinations with late-night restaurant culture work well here. Think Barcelona, Lisbon, or coastal Greece.
Try this: When a client says they want to “properly switch off,” chronocations offer a fresh way to frame the conversation.
Astrotourism: Chasing Dark Skies
The August 2026 total solar eclipse is creating serious demand.
Tour operators are reporting sellouts for Spain eclipse packages. Intrepid Travel has already doubled capacity for Egypt 2027 trips. And dark sky destinations like Chile’s Atacama Desert and New Zealand’s Aoraki Mackenzie Reserve are climbing wishlists.
This trend speaks to something deeper. In a world that feels constantly online, looking up at an unpolluted night sky offers perspective. And families are booking these as shared, once-in-a-lifetime experiences.
For Your Client Conversations
The Maldives works for stargazing from overwater villas. Norway combines northern lights with dark sky reserves. Utah alone has 26 certified International Dark Sky Parks.
Try this: Frame this as a bucket-list moment. “2026 is the year to look up” is a hook that resonates with couples and multi-generational groups alike.
Set-Jetting: Screen to Scene
Reports indicate 81% of Gen Z and Millennials now plan trips based on what they’ve seen on screen. That number is only growing.
The market is projected to hit $110.79 billion by 2028. And destinations are investing heavily. Ireland’s Tourism Board spent €200,000 on a Wednesday-themed campaign alone.
Popular set-jetting destinations include Dubrovnik (Game of Thrones), Paris (Emily in Paris), Scotland (Outlander), and Greece (Mamma Mia). Younger clients are seeing these locations on TikTok and booking within days.
The Practical Bit
This is high-engagement content that practically sells itself. Build packages with location tours, themed experiences, and café crawls based on favourite shows.
Try this: Ask clients what they’ve been watching lately. The answer often leads to a booking conversation.
Coolcations: The Smart Summer Escape
After record heatwaves across Southern Europe, travellers are heading north for summer holidays.
The Lofoten Islands in Norway. Kiruna and Abisko in Sweden. The Faroe Islands. Greenland. These destinations offer pleasant 10-18°C temperatures, dramatic landscapes, and far fewer crowds than the Mediterranean.
It’s not about avoiding summer. It’s about enjoying it without the exhaustion of extreme heat.
The Client Angle
Coolcations open up a whole new conversation for clients who typically book Spain or Greece. Position Norway’s coastal hikes, midnight sun experiences, and red fisherman cabins as the refreshing alternative.
Scotland, Iceland, and Canada’s Yukon also fit this trend perfectly.
Try this: For clients who mention heat concerns or overcrowding, coolcations offer an instant pivot.
Quick Hits: Four More Trends You Should Watch Out For
Literary Tourism: Industry data suggests 48% of travellers are considering trips inspired by books. With Frankenstein, Wuthering Heights, and The Odyssey adaptations hitting screens in 2026, destinations like Greece, the Yorkshire Moors, and Switzerland are seeing renewed interest.
Glowcations: Wellness travel that goes beyond the spa day. Think personalised skincare diagnostics, sound baths, and retreats in Bali or Thailand’s Koh Samui. The wellness market is projected to surpass £1.1 trillion by 2027.
Vintage Junkets: Travel rooted in nostalgia for eras never lived. Flea markets in Paris. Retro diners along Route 66 (celebrating its centenary in 2026). Classic cinemas in Rome. Clients are craving surprise and authenticity over algorithm-led recommendations.
Off-the-Beaten-Path: Gozo saw a 1,900% increase in UK searches. Sri Lanka is up 605%. Eastern Europe is dominating 2026 wishlists, with Prague, Budapest, and Krakow leading the way. Clients want culture and charm without the crowds.
Questions Agents Might Have
Which trend should lead the conversation? It depends on the client base. For families, astrotourism and set-jetting have broad appeal. For wellness-focused clients, chronocations and glowcations open doors. For adventurous couples, coolcations and off-the-beaten-path itineraries stand out.
Are these trends bookable now? Yes. Most of these destinations and experiences are available through standard supplier channels. The eclipse packages are filling fast, so those warrant early conversations.
Agent Advantage Insight
The common thread across all eight trends? Clients want holidays that feel intentional. Not generic. Not algorithm-driven. Personal.
This is where agents shine. The competition isn’t a booking engine. It’s about helping clients figure out what kind of experience they’re searching for, then matching them with something that fits. These trends offer fresh language for those conversations.
