Looking ahead to 2026, travel is changing dramatically. According to a study published by easyJet and easyJet Holidays, British travelers now want to better understand, anticipate, and experience their future trips before even booking. Virtual reality, the influence of popular culture, the search for meaning, and new sporting activities: expectations are evolving rapidly, shaping a new landscape for European tourism, according to the trade press.
Summary
Test before you go: technology is becoming essential in travel decisions
The study, conducted with 2,000 British holidaymakers, reveals that nearly one in two travelers now wants to "try before they go," using immersive content such as vlogs or virtual reality. This trend confirms the growing importance of pre-trip experiences and the role played by technology in decision-making.
Digital usage is also increasing locally. More than one in five Britons now use translation tools abroad, while more than half of those surveyed say they want to discover a new destination in 2026. Linguistic and cultural barriers are fading, opening the way to destinations that have been less explored until now.
Destinations chosen for the experience rather than the price
This trend is reflected in destination choices. Shorter, shorter flights, lasting five to six hours, are gaining popularity. easyJet, in particular, is seeing an increase in capacity to Tunisia, especially Djerba, as well as growing interest in Tbilisi, Georgia. Morocco, Turkey, and Cyprus are also experiencing significant growth compared to the previous year.
Destinations are no longer selected solely for their accessibility or cost. They are increasingly chosen based on specific events, passions, or interests, whether cultural, spiritual, sporting, or related to nature.
Astronomical tourism and the quest for meaning: new motivations are emerging
Among the trends highlighted is astronomical tourism. The search for starry skies and the appeal of astrophotography are particularly attractive to younger generations, fueled by social media. The total solar eclipse expected on August 12, 2026, visible from certain regions of Spain, is expected to attract an unprecedented influx of astronomy enthusiasts.
The study also mentions the emergence of a generation of travelers drawn to European pilgrimage routes. Routes like Santiago de Compostela or Lourdes appeal to a younger audience, seeking experiences that blend spirituality, culture, and human connection, far removed from the conventions of mass tourism.
Popular culture and sport, new drivers of mobility
Popular culture influences destination choices more than ever. Over a quarter of travelers surveyed say they choose their trips based on TV series, films, or literature. Places associated with audiovisual works or great authors become powerful triggers for travel desires.
Sport is also emerging as a driver of mobility. With the 2026 FIFA World Cup approaching in North America, many Europeans plan to experience the event remotely, through local gatherings. At the same time, certain sports, such as padel, are experiencing rapid growth and becoming a pretext for travel, particularly in Spain where this sport is now more popular than tennis.
easyJet is adapting its model to these new behaviors
For easyJet, these developments confirm the need to adapt its offerings and operations. The airline emphasizes the growing role of technology in making lesser-known destinations more accessible, while simultaneously optimizing operations to maintain competitive fares. easyJet Holidays, for its part, observes an increased desire among customers to better plan their trips, choosing the timing and nature of their holidays with greater care.
These trends point to a more thoughtful, personalized, and experiential approach to travel. By 2026, going away is no longer just about changing locations, but about having an experience aligned with one's values, passions, and desire for discovery.
Sources
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