2026 is here, and Apollo’s latest trend outlook shows a clear shift in how people want to experience the world. Travel is becoming more personal, more playful, and far more meaningful. Holidays are no longer just about getting away—they’re about creating experiences that reflect who we are and what we value.
Insights from Apollo
“The trends for 2026 confirm what we at Apollo have sensed for a long time: people want to travel with more freedom, more curiosity, and a desire for genuine experiences,” explains Beatriz Rivera, Nordic Head of Communications at Apollo. “This is at the very core of what we work for every single day. That’s why this year’s trend outlook gives us such a boost – it shows that we’re on the right track, with products and experiences that truly match the needs of tomorrow’s travellers. I believe 2026 has the potential to be a fantastic travel year, and it’s incredibly inspiring to see our work resonate so clearly.”
Apollo’s 10 biggest travel trends for 2026
1. Mix- and-match stays
Apollo sees growing demand for multi-hotel holidays within the same destination, giving travellers the chance to explore different areas and experiences.
2. The return of package holidays
Stress-free, ready-made trips are back in fashion. Apollo predicts younger travellers will drive this trend thanks to its simplicity and flexibility.
3. Culinary journeys
According to Apollo, culinary experiences—from local markets to authentic kitchens—are becoming the highlight of the holiday.
4. Travel tailored to your interests
Holidays are increasingly shaped by personal interests. Apollo reports record growth in fitness holidays, with women making up 80% of participants.
5. Solo travel with a social twist
Apollo highlights a surge in solo travel, paired with opportunities for social interaction—perfect for independent explorers who still want connection.
6. Big family escapes
Extended families and friends are booking villas and holiday homes together, a trend Apollo sees gaining momentum.
7. Nature escape
Apollo notes rising interest in hiking, cycling and outdoor adventures, especially in destinations like Epirus and Zagoria in Greece.
8. Hotels as experiences
Unique hotels—whether design-led or wellness-focused—are becoming the main draw, according to Apollo’s insights.
9. Shoulder season popularity
Apollo predicts off-peak months will become the new high season, offering quieter, more authentic experiences in classic destinations.
10. Glowcation
Wellness and beauty are now the reasons for travel. Apollo sees strong demand for spa retreats, skincare-focused holidays and nature-inspired treatments.
Apollo’s outlook for 2026 is clear:
Travellers want slower, richer experiences that prioritise meaning over mileage. Read their full press release here: https://bit.ly/4a0XlAV