ALL Accor (Accor’s booking platform and loyalty programme) has partnered with forecasting agency Globetrender to outline eight emotional drivers that represent changes to experiential and wellness travel in 2026.

Accor believes that the future of the ‘experience economy’ is based on how travel makes us feel. 

This framework for the future of travel is based on the emotions or feelings the new experiences evoke – creating a “vibe menu” of emotional states.

The partners assessed the results of a 2025 survey by Dynata, with responses from 4,300 travellers from France, Germany, the US, Brazil, Australia, China, India, the UAE and the UK.

The study found that 25 per cent of travellers would like their online search experience to start with a “mood” – rather than being defined by a specific location or geography alone.

Vibe menu

• Social wellness

Vibe: Connection

Eighty-five per cent of travellers are seeking more direct connections with others, and 59 per cent see a link between wellbeing and shared moments with others. The report says travellers are swapping solitude for shared rituals – which include group sauna rituals, community sunrise runs and collective meditation sessions.

Social wellness experiences are having a real moment at all levels of affordability. Hotel operators are introducing expensive social membership clubs around the world and, separately, low-cost sauna bathing culture is experiencing a boom.

• Unfiltered journeys

Vibe: Surprise

Sixty-four per cent of travellers avoid destinations that are seen as “overhyped” or have had a large amount of online exposure. Eighty-two per cent of respondents said they prefer seeking advice from locals or people they meet during their travels. Guests seeking to be surprised are looking for unexpected moments, spontaneous detours, chance encounters and to discover experiences by accident.

This trend, and the one below, raises the question of whether banning mobile phones in certain settings for a more grounded experience outweighs the value of mass marketing made possible by social media.

• Memory Lanes

Vibe: Nostalgia

Eighty-seven per cent of respondents said they feel nostalgic for a time when life seemed simpler and less digital. Sixty-five per cent admit to often feeling overwhelmed by smartphones, notifications, photo-taking and social media. Travellers are now seeking tangible experiences that remind them of authentic memories, rather than just escaping the present.

• Portable lifestyles

Vibe: Freedom

Ninety-five per cent of travellers say it’s important to have the ability to maintain aspects of their usual lifestyle when travelling. This means travellers are seeking ways to maintain their fitness, nutritional and wellness rituals wherever they stay without compromise. 

• Earth syncing

Vibe: Serenity

Sixty-nine per cent of travellers have planned a trip specifically to experience a seasonal natural phenomenon, such as Japan’s cherry blossom season or the Northern Lights. This category reflects the desire to slow down and reconnect with nature in a grounded way, contrary to the frantic pace of normal life.

• Endorphin Economy 

Vibe: Awe

Eighty-nine per cent of travellers said live events make travel truly worthwhile, with the most sought-after experiences being concerts, sporting events and music festivals. This means experiences in this category are more than just a holiday; they are the pursuit of meaningful collective moments for shared energy.

• Hyper playgrounds

Vibe: Joy

Bold or playfully-designed venues and accommodation are sought after by 31.5 per cent of travellers and 43 per cent are attracted to restaurants with performative elements. This category explores a demand for escapist, immersive and multisensory environments designed to spark joy.

• Points maxxing

Vibe: Prestige

The report says 72 per cent of travellers say access to unique experiences is the most valued feature of loyalty programmes. This suggests guests continue to seek exclusive privileges and hidden experiences for the price of memberships.