At the heart of these changes is what Amadeus calls Travel Mixology: the idea that travellers increasingly act as curators of their own experiences, blending tools, platforms and services to design trips that feel uniquely tailored. Instead of searching endlessly, travellers can simply describe a desired mood or atmosphere and receive near-perfect matches in destinations, accommodation and activities.
This approach is already taking shape. Expedia’s Trip Matching tool, for example, allows users to translate Instagram reels directly into bookable itineraries. Major platforms such as Expedia and Booking.com have embedded generative AI tools like ChatGPT to streamline planning, while real-time translation, digital check-ins and mobile wallets are steadily removing the administrative friction of travel.
If that feels futuristic, Amadeus’ long-term projections go further still. Looking toward 2036, it imagines a world of palm-scan ticketing, luggage-carrying robots, holographic transit tunnels, 3D-printed room service and drone-delivered refreshments. The vision is strikingly high-tech — yet the irony is that travellers today seem to be craving the opposite.
Data from hotel groups, travel companies and trend forecasters suggests that 2026 will also be the year of the quiet escape. BBC Travel identifies the rise of the “quietcation” — also known as hushpitality — as a defining trend. These trips prioritise silence, comfort and relief from digital overload. In the UK, demand is growing for digital detox cabins such as Unplugged, with burnout and screen fatigue cited as key motivators.
This dovetails with the broader slow travel movement, a rejection of frantic, checklist-driven tourism in favour of staying longer in fewer places. Slow travel emphasises connection: to local culture, food and people, and to travel companions themselves. It is both a sustainability strategy and a lifestyle choice, positioning depth of experience over sheer volume of destinations.
Southern Africa: Global Trends, Local Expression
Global travel trends manifest in distinctive ways at the southern tip of Africa. Cape Town remains South Africa’s flagship destination and, along with the Kruger National Park, is one of the few areas where tourism numbers have returned to pre-pandemic levels. This success, however, comes with growing concern.
Cities such as Barcelona and Venice have become symbols of overtourism, and there is increasing debate about whether Cape Town risks a similar fate, particularly as short-term rentals and digital nomadism drive up property prices and strain local communities.
At the same time, South Africa’s cities are gaining momentum with a different audience. Cape Town and Johannesburg are attracting Gen Z and millennial travellers from across the continent, drawn by diversity, creative energy, tech-forward urban culture and relative freedom of expression. Johannesburg in particular has emerged as a global hotspot for mural art and graffiti, while its calendar is increasingly packed with art fairs, book festivals, music events, creative summits and LGBTQI+ gatherings.
One powerful driver of travel in 2026 is the rise of “passion pursuits”, according to Marriott Bonvoy’s Ticket to Travel research. These are trips built around personal interests rather than destinations alone. In South Africa, 73% of travellers have taken a passion-led holiday, and 19% do so several times a year.
The trend is especially strong among Gen Z (84%) and millennials (76%). The most popular motivations include attending music or cultural events (58%), watching or playing sport (56%), and adventure-based travel such as safaris or treks (39%).
Regeneration, Not Just Sustainability
Environmental awareness is also evolving. Looking “beyond sustainability”, Woman & Home predicts that 2026 will see travellers embracing regenerative tourism — travel designed to actively benefit destinations. This includes slow itineraries, local-first experiences, conservation-minded accommodation and repurposed or upcycled hotels.
South African travellers are already aligned with this shift. Marriott Bonvoy’s research shows that 76% have investigated the environmental impact of their holidays, while 59% checked the sustainability credentials of accommodation before booking.
Small Towns, Big Appeal
Another defining feature of domestic travel is the continued rise of the small-town movement. Years of semigration from cities have reshaped towns across the country, each developing its own personality and cultural niche.
From the wildlife-focused community of Hoedspruit to the creatives of Napier, the artists of Clarens and the countercultural spirit of Bathurst, small towns are offering artisanal food, craft, festivals and a strong sense of belonging. Bloemhof, on the banks of the Vaal River, was recently named Kwêla Town of the Year, underscoring this renewed appeal.
With vast landscapes and long, open roads, South Africa remains ideal for road trips — a trend expected to strengthen in 2026. More than a mode of transport, road tripping reflects a desire for flexibility, human connection and journeys where the experience unfolds along the way.
The Rise of the Pawprint Economy
Travel is also becoming more inclusive of non-human companions. The pawprint economy — a surge in pet-focused travel services, technology and regulation — is gaining traction worldwide.
Locally, the Drostdy Hotel in Graaff-Reinet has introduced pet-friendly rooms complete with beds and bowls, and has partnered with Air du Cap charters to allow dogs to fly in and out with their owners. Internationally, China Railway Express is piloting pet-friendly high-speed rail journeys, Italy has approved in-cabin travel for medium and large dogs, and SkyePets plans to launch long-haul transpacific pet flights between Australia and the US.
Families Still Lead the Way
Despite new niches and emerging lifestyles, family travel remains central in South Africa. Most travellers prefer holidays with children and extended family (44%), ahead of trips with partners (35%), friends (12%) or solo travel (7%).
This underpins growing demand for multigenerational holidays, bringing together grandparents, parents and children. Across all segments, however, travellers continue to prioritise what Marriott Bonvoy calls the “brilliant basics”: cleanliness, customer service and value for money.
As travel moves toward 2026, the picture that emerges is one of balance. High-tech convenience sits alongside low-tech simplicity; hyper-personalisation coexists with a longing for quiet; and global trends find local expression. The future of travel, it seems, is not about going faster — but about going better.