Travel in 2027: why less could mean more

Travellers are expected to prioritise wellbeing, meaningful experiences, and flexibility over packed itineraries and artificial intelligence (AI) generated recommendations in 2027, according to Lemongrass Marketing’s latest Travel Trend Report.

The report identifies 15 trends shaping travel and hospitality, highlighting a shift towards restoration, deeper cultural engagement, and more intentional spending. For travel businesses, these changes could influence product development, customer expectations, and risk management.

“The really interesting thing is how interconnected these trends are. AI makes human judgement more valuable. A desire for restoration drives slower travel. Information overload creates a hunger for depth and expertise. Economic uncertainty makes luxury more intentional,” said Mirjam Peternek McCartney, CEO and Founder of Lemongrass Marketing.

The report’s five headline trends include the “anti-optimised holiday”, reflecting demand for longer stays, fewer destinations, and unstructured time. “Nervous system design” signals a broader approach to wellness, with environments designed around rest, from lighting and acoustics to nature and nutrition.

Trust is also emerging as a differentiator as travellers become more alert to AI-generated content and sponsored recommendations. Firsthand knowledge, local expertise, and human judgement are expected to gain value.

Climate change is influencing destination choices, increasing the importance of adaptable infrastructure and businesses able to respond to changing conditions. Domestic, regional, and short-haul trips are also gaining appeal as travellers weigh cost, time, and uncertainty.

McCartney concluded: “The opportunity for travel brands in 2027 is to stop thinking about trends in isolation and start responding to the deeper human needs connecting them. Perhaps that’s the most hopeful trend of all.”