HBX集团：2026年旅游趋势报告（中译版）（29页）.pdf

1、TRAVEL TRENDS2026The travel industry is at the dawn of a new era.Me-mooning.Wellness breaks.The digital detox.If 2025s prevalent travel preferences could be distilled into one word,mindful might fit the bill perhaps even minimalistic.But for 2026,maximalism is back with a bang.From spending splurges

2、 to pop culture quests,the year ahead will see travellers seize the day across all manner of trips:think luxury stays,cross-continental collectable chases,and creative escapes where passion takes centre stage.For many,subtlety is so yesterdaybut the traveller of today is not a monolith.For some,resp

3、ite will remain top of mind;for others,authenticity is the hallmark of a truly great adventure.Meeting the expectations of an increasingly divergent customer base is a challenge that todays travel players must face.With this report,we aim to equip you with the insights you need to craft unforgettabl

4、e experiences no matter which part of the travel industry youre in.WHATS IN STORE FOR THE TRAVEL INDUSTRY IN 2026?23CHAPTERSWhats Shaping Travel Choices in 2026?06Enduring Trends 18The Power of Play 22Fandom Tourism 28The Creativity Boom 32Live Like a Local 36Someday as Everyday 42Hotels as the Dest

5、ination 46The Journey as the Experience 5001 020304070508060945CHAPTER ONEWHATS SHAPING TRAVEL CHOICES IN 2026?SOCIAL MEDIA If it isnt online,did it ever really happen?Those were the words HBX Groups Chief Strategy and Transformation Officer,Javier Cabrerizo,said onstage at the Groups flagship event

6、,the MarketHub.Its a sentiment reflective of the 76%of travellers who publicise their experiences on social media:whether snapping photos for Instagram,checking-in via Facebook,or vlogging their experience,todays travellers certainly treat tourism as a communal experience and as social currency.So s