Trendification of Travel: How Social Media Is Defining Where We Go in 2026

Photo: Tourism Australia

Viral Destinations and the New Rules of Travel Inspiration

As 2026 approaches, the global travel landscape is being reshaped by a powerful force: social media. Platforms once used purely for inspiration have evolved into decision-making engines, driving demand for destinations almost overnight. According to Going’s 2026 State of Travel and Flight Deals Report, travellers are becoming more selective, with viral content now influencing a significant share of global travel choices. What starts as a trending video or eye-catching image can quickly transform a quiet location into a must-visit hotspot.

This phenomenon, known as the trendification of travel, is redefining how journeys are planned, booked and experienced. With just a click, travellers can move from discovery to confirmation, compressing the traditional planning cycle and accelerating destination popularity at an unprecedented pace.

The Power and Price of Trend-Driven Travel

In 2026, social media influence will be stronger than ever. The report reveals that 25 percent of travellers are directly influenced by social platforms, with nearly half of Gen Z naming social media as a key factor in their travel decisions. Algorithms, pop culture moments and viral storytelling are shaping where people go, how long they stay and what they prioritise once they arrive.

This surge in interest often prompts airlines to add capacity and release competitive fares, making trending destinations initially more accessible. However, the popularity comes at a cost. As demand grows, accommodation prices rise, restaurants book out and crowding becomes the norm. Travellers and locals alike are feeling the pressure, turning once-affordable destinations into premium experiences almost overnight. For travellers in 2026, balancing the excitement of viral destinations with value and authenticity is becoming essential.

Friends, Family and Digital Trust as Travel Influencers

Photo: Tourism Australia

'While social media remains influential, friends and family have emerged as the most trusted voices in travel decision-making. In 2026, personal recommendations have overtaken affordability as the primary factor shaping where people go. Social platforms amplify these trusted opinions, while artificial intelligence tools are increasingly guiding travellers towards destinations aligned with their interests, budgets and values.

This shift is encouraging more intentional travel planning. While trendification has democratised access to destinations once considered out of reach, it has also highlighted the need for thoughtful choices. Savvy travellers are learning to look beyond viral hype, seeking experiences that align with their personal travel goals rather than following the crowd.

The Rise of the “One Big Trip” Mindset

Another defining trend of 2026 is the move towards fewer but more meaningful journeys. For the first time since 2023, the average number of international trips per traveller has dropped below two. Instead of frequent short breaks, travellers are embracing a “one big trip” mentality, prioritising depth over quantity.

These journeys are characterised by immersive experiences, cultural connection and carefully curated itineraries. Travellers are planning further ahead, investing more time and money into accommodation quality, premium flights and memorable on-the-ground experiences. The focus has shifted from spontaneous travel to deliberate adventures that leave a lasting impression.

Gen Z: Travelling Further, Spending Smarter

Photo: Tourism Australia

Gen Z continues to stand out as a dynamic force in the travelmarket. Despite tighter budgets and heightened safety concerns, this generation is travelling more than expected. Nearly half of Gen Z travellers took more trips than planned in 2025, and while many intend to spend less in 2026, they are travelling further and exploring new regions.

Asia, South America, Australia and Central America are high on their radar, driven by a desire for authenticity and cultural immersion. Rather than traditional tourist hotspots, Gen Z travellers are drawn to destinations that offer genuine local experiences, learning opportunities and a sense of discovery beyond the mainstream.

Premium Travel Enters a Golden Era

While overall trip numbers may be declining, spending per trip is rising. Premium travel is set to dominate in 2026, with travellers increasingly opting for premium economy, business class and high-quality accommodation. Airlines are responding by investing heavily in premium cabins, long-haul routes, enhanced in-flight service and upgraded airport lounges.

At the same time, loyalty programs are becoming less generous, with higher redemption costs and reduced award availability. Travellers are being encouraged to use their points sooner rather than later, as the real value of frequent flyer miles continues to erode.

Affordable Airfares Still Exist for Flexible Travellers

Photo: Tourism Australia

Despite rising costs across parts of the travel industry, airfare remains a bright spot. Going’s report shows that airfare pricing has stabilised, with competitive fares expected to continue into 2026. New airline routes, expanded long-haul services and improved visa policies are opening up fresh opportunities for cost-conscious travellers.

Flexibility remains key. Travellers who are open to alternative destinations or travel dates are best positioned to secure discounted fares and take advantage of emerging routes, particularly in regions experiencing low-cost carrier growth and airport expansion.

Refined Travel Choices Define 2026

The year ahead marks a turning point for global travel. The era of over-saturated itineraries and impulsive bookings is giving way to a more refined, intentional approach. Social media and AI will continue to influence where we go, but travellers are becoming more discerning, prioritising meaningful experiences, comfort and personal value.

For those willing to plan thoughtfully, 2026 offers a balanced mix of viral inspiration and premium opportunity. It is a year where travel becomes less about ticking boxes and more about creating experiences that resonate long after the journey ends.

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