by Natasha Lair
Last updated: 8:50 AM ET, Thu October 9, 2025
Travellers are shifting from mileage to meaning, according to Why Travel?, a new global report released by Trip.com Group in partnership with Google.
Drawing from Trip.com Group’s booking data and Google’s search insights, the report examines how travellers are increasingly prioritizing purpose, culture, and connection when planning trips.
According to a recent press release, the report identifies five key themes shaping future travel:
- Travel as Expression, social media continues to be a major driver of inspiration and bookings. In markets such as Thailand, Indonesia, and India, over 75% of travellers say they watch travel-related livestreams, and as many as 76% are likely to book directly through those links.
- Travel with Purpose, travellers are showing a growing interest in cultural rituals and experiences. Google searches for “Japanese tea ceremonies” are up 53% year over year, highlighting the appeal of tradition and mindfulness.
- Travel to Heal category shows that wellness travel is evolving. Searches for “golf & spa resorts” have grown by 300%, while “ski & spa” packages have surged 250% year over year.
- Travel to Connect underscores the social nature of travel. “Travel is no longer a solo pursuit,” the report notes, pointing to a surge in travel tied to concerts, sports, and community events. Two-thirds of travellers are willing to go abroad for concerts, while endurance events like running, cycling, and Hyrox competitions have seen a fivefold increase in cross-border participation.
- Travel of Tomorrow explores the role of technology. Searches for “help planning my trip” grew 190% year over year as travellers increasingly rely on AI tools for itinerary building and trip organization.
“Travel in 2026 will be more than movement; it’s about meaning,” said Han Feng, VP of Trip.com Group.
“At Trip.com Group, we are seeing travellers fly across the globe for fitness events, discover cities through local food scenes, and make booking decisions driven by social influence. By working with Google, we uncover the cultural shifts that explain not just where people go, but why they travel.”
Joyce Zhang, managing director of Google’s Greater China LCS Specialists team, added, “We’re seeing a clear shift in how and why people explore the world, seeking deeper purpose, richer connections and experiences enhanced by technology.
"Google’s AI tools like Gemini, AI Mode on Search and Google Translate are emerging as travel collaborators to help people plan and make decisions. AI is an essential tool also for the industry, enabling partners like Trip.com Group to capture the immense opportunities that lie ahead in 2026 and beyond.”
The report concludes that emotional alignment, cultural fluency, and tech-enabled flexibility will be central to travel’s next chapter.
Full report here.
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