Travellers are increasingly choosing destinations based on how they want to feel rather than where they want to go. That’s the central finding from a new study released today by ALL Accor and trend forecasting agency Globetrender, which identifies eight emotional drivers reshaping travel decisions in 2026.
The research, based on a survey of 4,300 travellers across nine countries conducted by market research firm Dynata, reveals that one in four travellers now want their online search experience to begin with a mood selection. This marks a fundamental shift in how the industry should think about travel planning and booking.
The study introduces what Accor terms a “Vibe Menu” – eight distinct emotional states that are driving travel choices. These range from seeking awe through live events and shared experiences to pursuing nostalgia by visiting heritage properties that offer respite from digital overwhelm.
Live experiences are emerging as the dominant travel motivator. The research found that 89% of travellers consider live events essential to making travel worthwhile, with concerts, sporting events and music festivals ranking as the top three drivers of what the study calls the “Endorphin Economy.”
The findings also point to growing digital fatigue among travellers. Some 87% report feeling nostalgic for a time when life felt simpler and less digital, while 64.5% admit to frequently feeling overwhelmed by smartphones, notifications and constant social media sharing. In response, 63.5% now actively avoid destinations they consider overexposed or overhyped.
Connection has become central to wellness travel. The study reveals that 84.5% of travellers are seeking deeper connections with others, and 59% associate wellbeing with moments of shared conviviality rather than solitary retreats. Hotels and spas are responding by transforming into social spaces that prioritise communal experiences.
The research also highlights how loyalty programmes are evolving beyond transactional rewards. Some 72% of travellers now place access to unique experiences at the heart of what they value in loyalty schemes, with one in three members using points specifically to access otherwise unavailable experiences.
For hospitality operators, the implications are clear: understanding emotional motivations has become as important as understanding travel logistics. The full report, available for download from Accor’s press site, provides detailed analysis of each trend alongside examples of how hotels are responding to these shifting expectations.
You can find the full study by clicking here.
