Forget the jam-packed travel itinerary. In 2027, travellers will be less interested in seeing and doing more – and far more interested in feeling better, going deeper and experiencing travel on their own terms. That is the headline finding from Lemongrass Marketing’s 2027 Travel Trend Report, which identifies 15 interconnected trends set to shape the global travel and hospitality industry over the next 12 months.
Travel in 2027 will prioritize deeper experiences and personal well-being over packed itineraries.
'Anti-optimised holiday' refers to a travel approach focused on quality experiences rather than quantity of activities.
The report identifies 15 interconnected trends, emphasizing wellness, personalization, and deeper cultural connections.