ASA Travel Trend Report 2026

If 2025 could be defined as a year, it was the year of turning inwards. Health, wellbeing and wellness shaped the way we travelled. Boozy ski trips were traded for mountain hikes, and Chamonix saw more summer stints than snowy slopes. Medical spas boomed, and longevity became the buzzword of the moment. These trends aren’t disappearing; if anything, they’re only set to grow. We may hear about them less, but only because they are fast becoming the standard in luxury travel.

 

But 2025 was also the year that AI took over the world. If your company didn’t hold a meeting on how you could best leverage AI, then you were one of the lucky ones – or perhaps the opposite. Because if anything, 2025 reminded us that everything swings in roundabouts. Old school is new school, and although the headlines might insist AI is taking over (and it may well be), it also became clear that it’s perfectly acceptable to resist the change. If we didn’t know it already, trains are cool. It might have taken a Gucci and Francis Bourgeois partnership to convince us, but trains are back. Stand outside Victoria Station as the British Pullman departs and you can almost transport yourself away – and travelling with your parents and grandparents? Also cool because multigenerational travel is on the rise.

 

As we look ahead to 2026, a quiet rebellion against the changing world is gathering pace. Digital detoxing and being chronically offline are edging out the constant online churn. Everyone has a phone; everyone can see everything. So travel, in turn, is stepping away from it. Discretion and privacy are set to define the year ahead.