AI is moving from travel inspiration towards bookings, older travellers are redefining adventure and sustainability is becoming an expectation, not a selling point. These were just some of the conversations shaping World Travel Market (WTM) London 2026, held from 3 to 5 November. 

With changing consumer habits, economic pressures and emerging technologies transforming the travel industry, APL Media’s sales and editorial teams headed to the event to uncover the trends that matter most. 

Here are six key takeaways. 

1. Travel is resilient, but habits are changing:

Inflation, geopolitical uncertainty and climate change are affecting how, when and where people travel. Yet the appetite for holidays remains strong, with travellers adapting their plans rather than giving them up. 

Spending smarter: Travellers are cutting back in some areas to splash out on the experiences that matter most. The WTM Global Travel Report 2026 finds that 56% are interested in both budget and premium experiences, while 49% have spent on luxurious travel experiences, up from 41% in 2025. Value and luxury increasingly overlap within the same holiday. 

New travel patterns: Domestic and regional breaks, shoulder-season escapes and cooler destinations are gaining appeal as travellers seek better value and respond to changing climate conditions. Within-region trips are forecast to rise 3% in 2026, while inter-regional travel falls 3% amid higher costs and disruption

Demand remains strong: Three in four consumers prioritise annual leisure trips despite living-cost pressures. International arrivals are forecast to reach a record 1.57 billion in 2026, up 2%. Long-haul demand is expected to bounce back in 2027, with inter-regional trips forecast to rise 11%. 

Preparing for uncertainty: Conflict and climate change are having a negative impact, causing everything from disrupted flight routes to rising operational costs, forcing travel businesses to rethink their strategies. Flexibility, resilience and forward planning are becoming essential. 

2. From scrolling to booking: AI is changing travel discovery 

Could AI become the next travel agent? With social platforms reshaping how people find inspiration and AI moving into the booking process, the way travellers plan their holidays is changing fast. 

Social search is taking off: TikTok and Meta are challenging traditional search, with 54% of the travel audience reportedly searching for content on TikTok. Brands need to think beyond Google and traditional SEO to reach travellers where they’re looking for inspiration. 

AI is entering the booking journey: It’s no longer just about generating itineraries. At the Beyond the Algorithm: Who Controls Travel Discovery Next? session, one panellist suggested that half of all gen Z travellers are already booking through AI. However, the WTM Global Travel Report 2026 distinguishes between planning, trust and purchasing: 24% used AI chatbots to plan their latest international trip, up from 18% in 2025 and 10% in 2024. While 58% trust AI to compare prices and 53% to make recommendations, only 36% trust it to complete bookings. That rises to 54% among 18–34s, but confidence in AI booking is not the same as having used it to book. 

Authenticity beats follower counts: Successful creator partnerships depend on genuine audience connections, brand fit and credibility, rather than reach alone. 

Agility is essential: Brands need to experiment with formats, respond to changing behaviours and regularly reassess what’s working, rather than relying on the same platforms and strategies. 

AI needs a human touch: While opinions differ on AI-generated consumer content, its value for research, brainstorming and strategy is becoming clearer. Human oversight, however, remains vital to protecting brand identity. 

Stand out, don’t spread out: Being everywhere isn’t necessarily the answer. Brands that focus on their strengths and distinctive expertise are better placed to cut through the noise. 

3. Adventure has no age limit 

Think adventure travel is just for younger generations? Think again. Older travellers are proving just as eager to explore — and they’re bringing significant spending power with them. 

Older adventurers are on the rise: Almost half of clients served by surveyed adventure travel businesses were aged over 51, challenging traditional assumptions about the adventure market. 

Adventure is being redefined: It’s no longer just about adrenaline. Walking, cycling, culinary experiences, cultural immersion and nature-based activities are all part of a growing appetite for meaningful exploration. Across age groups, the WTM report finds that 57% of travellers are very interested in visiting natural environments. 

Experiences matter more than ever: Slow travel, multi-generational holidays and opportunities to connect with local communities are gaining ground. Relaxation also matters: 37% chose their latest international destination to relax and unwind, up from 31% in 2025, suggesting opportunities for itineraries that combine exploration with downtime. Older travellers are willing to pay for quality but increasingly expect responsible practices to come as standard. 

4. Accessible travel: an untapped opportunity 

Accessible travel isn’t just about compliance — it’s about opening the door to experiences for people with varying abilities and recognising a market with significant spending power. 

At the Who Decides What’s Accessible? Reframing Travel Around Informed Choice session, speakers highlighted how the industry continues to overlook the needs of disabled travellers. 

A market worth recognising: The UK’s ‘purple pound’ — the collective spending power of disabled people and their households — is estimated at £334bn annually. Yet many travel businesses are still missing opportunities to serve this audience. 

Digital barriers remain: An estimated 95% of website homepages contain accessibility errors, making it harder for travellers to research and plan trips. 

Visibility matters: Hotels may already offer accessible rooms and facilities, but too often this information is difficult to find. Clear, detailed communication can make a significant difference. 

Progress in practice: The Spain for All initiative is helping hotels better communicate their accessibility features while promoting Spain as a more inclusive destination. 

The message? Accessibility needs to be considered throughout the travel journey, giving people the information and confidence to make informed choices. 

5. Responsible travel: the new normal? 

Sustainability shouldn’t mean sacrificing a great holiday. One of the key messages from WTM 2026 was that responsible travel should become the industry standard, not a niche selling point or costly extra. 

Sell the experience, not the label: Travellers are drawn to memorable experiences, not necessarily sustainability credentials. Brands should lead with what makes a destination special, with responsible practices built into the experience. 

Make better choices the default: Travel companies have an opportunity to create more considered itineraries —  from avoiding overcrowded hotspots to favouring rail over domestic flights — without placing the burden on consumers. 

Challenge the misconceptions: Responsible travel doesn’t have to cost more or offer less. The industry needs to show how thoughtful choices can actually enhance a trip. 

Be clear, not vague: As scrutiny of environmental claims increases, transparency matters more than ever. Businesses need to demonstrate meaningful action rather than rely on broad sustainability promises. 

Responsible travel and exceptional experiences should go hand in hand. 

6. Authenticity starts with local communities 

Travellers increasingly want more than a picture-perfect destination. They’re looking for meaningful connections, local perspectives and experiences that offer a genuine sense of place. The WTM report finds that 61% are very interested in sampling local food and drink, highlighting the appeal of discovering destinations through their culinary traditions. 

Put communities first: Community-led tourism can create more rewarding experiences for visitors while ensuring local people benefit from tourism. 

Shared interests inspire trips: Some 58% of international travellers took a trip abroad for an event in the past two years, rising to 80% among 18–34s. Music leads, followed by sport and cultural events, showing how shared passions can give people a compelling reason to visit. 

Tell stories that matter: Authentic destination marketing goes beyond beautiful imagery. Giving a platform to lesser-heard voices and local perspectives can help brands tell richer, more compelling stories. 

Make connections count: By putting people and culture at the heart of travel experiences, destinations can create stronger connections with visitors while encouraging more thoughtful tourism. 

NOTES

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About APL Media       
APL Media is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It’s published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.        

APL Media delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It’s also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk