Trip.com Group and Google have unveiled a new report, “Why Travel?”, which identifies five major trends set to shape consumer travel in 2026 and beyond. The report, combining Trip.com’s booking data with Google’s search insights, highlights a shift towards experience-focused journeys driven by expression, purpose, health, connection, and technology.
The report reveals that travellers are increasingly seeking “fork-first” travel, with Singapore ranking among the top three destinations for food-related experiences. Food-related bookings on Trip.com have surged by 43% year-on-year. Additionally, wellness travel is on the rise, with searches for “onsens” in Singapore increasing by 80% as travellers prioritise healing and restoration.
Connection through shared experiences is also a significant trend, with two-thirds of travellers willing to travel abroad for concerts. Endurance sports tourism has seen a fivefold increase, with searches for “Hyrox” and “marathon” in Singapore growing by 100% and 143% respectively.
The report also highlights the growing importance of technology in travel. Searches for “help planning my trip” have risen by 190%, and bookings for immersive attractions like the Las Vegas Sphere have skyrocketed by 4014%. Joyce Zhang from Google noted that AI tools are becoming essential in helping travellers plan and make decisions.
Edmund Ong of Trip.com Singapore emphasised the importance of these insights in evolving travel offerings to meet consumer needs. As community and AI-driven travel become core motivators, Trip.com is expanding its AI-driven planning tools to deliver personalised journeys. The future of travel, the report suggests, will be driven by emotional alignment, cultural fluency, and tech-enabled flexibility.
