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Astonishing summer view from flying drone of Bastiglia tower and Arechi Castle. Spectacular morning cityscape of Salerno town, Italy, Europe. Traveling concept background.
From hotels over destinations to solo connections and multi-generational trips, global travel app Skyscanner reveals the latest trends shaping travellers’ behaviour in its 2026 report: Beyond escape: Travel as an expression of self. The best value and top-trending destinations are revealed, with Salerno, Italy coming out top as the emerging holiday destination for Brits in 2026
New data from Skyscanner reveals traveller demand and spend is set to increase.
84% of the 22,000 people we surveyed globally said they’d travel more in 2026. Not only is demand looking up but spend is too.
37% of travellers say they’ll spend more on flights,
31% will up their hotel budget, and 16% will put more into car hire.
The top trending destinations for UK travellers
From the seaside charm of Salerno to the calm, culture-packed capital of Morocco, these places to travel are turning heads and climbing charts.
| Destination | % search increase |
| Salerno, Italy | +211% |
| Koror, Palau | +156% |
| Kochi, Japan | +106% |
| Bilbao, Spain | +97% |
| Rabat, Morocco | +87% |
| Akureyri, Iceland | +83% |
| Rijeka, Croatia | +75% |
| Kaunas, Lithuania | +59% |
| St John’s, Canada | +58% |
| St George’s, Grenada | +56% |
In 2026 UK travellers are turning their attention to smaller, lesser-known destinations that fly further under the radar but offer something fresh beyond the big-name spots.
From Europe’s hidden gems to far-flung escapes, 2026’s trending destinations reveal travellers’ appetite for culture, character and fresh horizons.
In Italy, Salerno offers Amalfi-Coast charm without the crowds, while Bilbao blends art and architecture in Spain’s Basque Country and Rijeka brings a quieter Adriatic allure.
Rabat pairs Morocco’s heritage with calm capital energy, and Kaunas in Lithuania is emerging as a creative, great-value city break.
Further afield, Kochi delivers a serene slice of Japan, Koror in Palau tempts divers with its crystal lagoons, and Akureyri in Iceland opens access to wild northern landscapes via new routes.
Across the Atlantic, St John’s in Canada charms with its colourful coastline, while St George’s in Grenada promises rainforest, spice markets and golden beaches in true Caribbean style.
2026 Best value destinations: the fastest falling airfares over the past year
Our travel experts have handpicked the best value holiday destinations, combining experience and affordability from those seeing the biggest YoY drops in flight prices.
Airfare drops are making it easier than ever to reach these places. From Goa’s laidback disposition to the volcanic, terraced vistas of Madeira, these best value holidays are much cheaper to reach thanks to flight price reductions.
We’re likely seeing cheaper fares to these destinations thanks to a couple of key shifts: new routes opening up and more frequent services from low-cost carriers. For example, direct routes have resumed recently from London Heathrow to Ottawa.
And a quick reminder for the savvy traveller: flight prices move like any other market. When demand dips, prices often drop to spark interest. When demand climbs, fares usually follow. Timing, as always, is everything.
| Destination | % price drop |
| Cologne, Germany | –44% |
| Goa, India | –34% |
| Kaunas, Lithuania | –31% |
| Bergen, Norway | –27% |
| Madeira, Portugal | –26% |
| Santiago de Compostela, Spain | -–25% |
| Tbilisi, Georgia | –21% |
| Ottawa, Canada | -–20% |
| Murcia, Spain | –20% |
| Phnom Penh, Cambodia | –20% |
In 2026, travellers are curating trips that feel more in tune with who they are and what they love. With the cost of living still top of mind, trips in 2026 are being built with purpose. They’re shaped around passions, priorities and a personal sense of ‘worth it’.
Bryan Batista, CEO Skyscanner said: “Skyscanner’s 2026 Travel Trends report shows how travel is about to get more personal than ever. Whether it’s building a trip around a must-stay ‘destination hotel’, getting lost in a new favourite book on a reading retreat, incorporating a beauty routine into their travel itinerary or bringing the whole family along for the journey, travel will become more curated, grounded and unique.”
The report combines Skyscanner’s own data with global consumer research and insights from renowned brands including Reddit, Malin and Goetz, All Trails and Penguin Books to identify the seven trends shaping travel in 2026.
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Source: traveldailymedia