Research reveals how AI, hobby-centric journeys and value-driven experiences are redefining how—and where—people travel
For many years, the travel industry measured success by volume—more visitors, fuller flights and busier attractions. In 2026, the conversation is shifting. Business and leisure travelers are approaching trips with greater intention, seeking experiences tailored to their interests, values and budgets.
Research shows that travelers are embracing artificial intelligence to simplify planning, venturing beyond traditional hotspots and investing in experiences that deliver clear value. For meeting and event professionals, these evolving preferences offer valuable insight into the destinations, activities and technologies that can contribute to hosting truly memorable meetings and events.
AI as a Travel Advising Tool
Artificial intelligence has found one of its strongest use cases, and it isn’t in the office—it’s while on the go.
According to a survey of 1,000 consumers by travel publisher Matador Network, travelers now trust generative AI more for travel planning than any other common task. 36% of respondents reported having complete or near-total confidence in AI-generated travel recommendations and itineraries. This level of trust surpassed shopping recommendations, general information searches and workplace assistance.
The findings suggest that travelers have become comfortable allowing AI to serve as a digital concierge capable of designing customized itineraries, recommending restaurants, suggesting attractions and organizing complex travel logistics.
Read More: Eight Lessons in Human Connection for Meeting Planners in the Age of AI
“Travel is one of the most effective ways to use AI, and also one of the most fun and lowest stakes,” says Matador Network CEO Ross Borden. “With just a little high-level info about who you are and what you care about, AI can cut through 95% of the noise in the travel planning process.”
That “noise” has only intensified in recent years. Travelers are inundated with blogs, review sites, social media recommendations, influencer vlogs and booking platform suggestions—all competing for attention and often giving conflicting advice. Artificial intelligence saves travelers the mental strain of synthesizing this information, offering tailored recommendations according to an individual’s interests, budget and travel preferences.
Platforms such as GuideGeek, Matador’s conversational AI travel assistant, demonstrate how quickly this technology is maturing. Since launching in 2023, the platform has surpassed one million users and now draws from more than 1,000 travel data sources to generate personalized recommendations through popular messaging platforms such as WhatsApp, Instagram and Facebook Messenger.
Instead of spending hours comparing neighborhoods in London or trying to determine which rail pass makes the most sense in Japan, travelers can ask conversational questions and receive customized guidance in real time.
The technology is also useful once travelers actually arrive at their destination. AI assistants can recommend nearby restaurants based on dietary restrictions, adjust itineraries around inclement weather, suggest alternate attractions or help travelers navigate new public transportation systems.
The GuideGeek tool can also assist venues and planners in promptly providing more comprehensive and relevant information to attendees—if it’s leveraged properly.
“Hotels have a clear-cut strategy for ranking higher in AI search by adding metadata to their knowledge graph to answer every conceivable question from travelers,” shares Greg Oates, director of AI advocacy at Matador Network/GuideGeek. “People are asking a lot of specific questions, but the organization doesn’t have the detailed information necessary to respond accurately, or with enough context. AI transformation isn’t just about adding tools to your tech stack. It’s about optimizing your knowledge infrastructure to capitalize on those tools effectively.”
Golf’s Stability is Par for the Course
Travel centered around hobbies is increasing in popularity. Whether for culinary tourism, cycling adventures, music festivals or wildlife photography, travelers are organizing trips around personal interests rather than geographic locations. The strongest example for the meetings industry is golf travel, where spending remains resilient in an otherwise challenging economic environment.
According to the 2025 Buffalo Groupe Golf Travel Study conducted in December 2025, nearly nine in 10 U.S. golfers expected to spend the same amount—or more—on golf travel in 2026. Half report maintaining annual golf travel budgets exceeding $5,000, highlighting the continued enthusiasm for premium experiences.
“Golf travel demands remain strong, but today’s golfer is making more thoughtful decisions,” shares Buffalo Groupe CEO Kyle Ragsdale. “We’re seeing sustained spending paired with higher expectations around value, ease and overall experience.”
This means today’s golfers are more discerning about hidden resort fees, confusing booking policies and unexpected costs, while transparency and seamless planning on behalf of golf resort properties bring a strong competitive advantage.
Within the United States, the Southeast remains the most popular region for golf vacations thanks to its extensive collection of championship courses and year-round playing destinations. However, demand is shifting toward Gulf Coast destinations and parts of the Upper Midwest, reflecting growing interest in combining golf with lakeside recreation, culinary experiences and outdoor activities.
On the international stage, Scotland and Ireland remain coveted golf destinations, celebrated for their historic links courses and rich golfing heritage. Southern Europe is also attracting travelers seeking what Buffalo Groupe Managing Director Sara Killeen calls “golf-plus” visits—getaways that combine world-class courses with more diverse offerings, including vineyards, cultural institutions, and social events.
“Many resorts now offer six-hole loops, par-3 courses, and putting experiences that deliver networking and fun in under 90 minutes without requiring anyone to be a golfer,” says Killeen.
That same approach is shaping the strategy of resort destinations across Mexico, where travelers can pair golf with wellness, dining and beachfront experiences. Located steps from the beach in Jalisco, Marriott Puerto Vallarta Resort & Spa is situated next to the 18-hole Marina Vallarta Golf Club designed by Joe Finger. The resort offers a “Tee & Relax” package featuring discounted rounds and massages at the Ohtli Spa.
On the Punta Mita peninsula, visitors to St. Regis Punta Mita Resort can enjoy a tranquil environment and play on two Jack Nicklaus Signature golf courses—named Pacifico and Bahia—as well as on a famous natural island green, Tail of the Whale.
Golf remains a crucial setting for forging business relationships in relaxed settings, but destinations are increasingly pairing tee time with programming that appeals to a broader range of attendees—not just avid golfers.
Exploring Europe on the Margins
Europe’s most iconic cities continue to attract millions of visitors each year, but travelers are increasingly venturing beyond the continent’s traditional tourism hotspots.
New research from Mabrian and The Data Appeal Company, presented during the European Travel Commission’s Annual Meeting in Parnu, Estonia, reveals that there is growing overseas interest in Europe’s secondary destinations—particularly in Italy, Spain, Portugal, Finland, Poland and Central Europe.
The research examined travel behavior across six major long-haul markets—the United States, Canada, Australia, China, Japan and South Korea—and found overseas demand increasingly supporting Europe’s broader tourism dispersion efforts.
Read More: New and Renovated: You’re Up, Europe!
Attendees staying in secondary cities get to enjoy fewer crowds, more opportunities for meaningful cultural interaction and lower prices, while local communities benefit economically without facing the tourism influx placed on Europe’s most popular destinations. Tourism dispersion is a win-win for both parties.
Air service expansion also plays a role in accelerating the trend. Available nonstop airline seats connecting these six overseas markets to Europe increased 5.2% in 2025, with particularly strong growth from China, Japan and Australia. The United States remains Europe’s largest long-haul market, accounting for more than 36 million available airline seats.
“Overseas demand is becoming a powerful engine for diversifying European tourism,” says Carlos Cendra, director of marketing and communications at Mabrian.
Many destinations are taking advantage of the valuable opportunity to encourage the shifting travel patterns for their own benefit. Rather than encouraging growing visitor volumes in already oversaturated city centers, tourism organizations increasingly promote regional exploration, rail travel, outdoor recreation and slower-paced itineraries that distribute economic and environmental benefits across broader geographic areas.
Meeting planners organizing incentive trips or international conferences may also find greater flexibility—and stronger value—in emerging European destinations where hotel availability, meeting space and local experiences are available outside of the most in-demand cities.
Luxury Safaris Come Roaring Back
According to a report from tour operator Safari Frank, international demand for high-end safari experiences is accelerating as flight connectivity improves, visa processes become more streamlined and travelers embrace long-haul international journeys.
Small group tours through private conservancies and exclusive concessions are increasingly becoming popular, as these experiences allow for intimate wildlife encounters while enhancing privacy and minimizing environmental impact. This type of small-scale experience is a fit for the growing trend in the meetings industry of hosting small meetings and incentives trips that integrate personalization into the experience.
The report identifies exclusivity as one of the defining characteristics of modern safari travel. Many luxury lodges intentionally operate at limited occupancy, offering highly personalized service and expert guides who craft tours that match wildlife movement.
Improved transportation infrastructure has also made multi-country itineraries increasingly attainable. Travelers can now combine visits to countries such as Kenya, Tanzania, Botswana, Namibia or South Africa within a single journey thanks to expanded regional flight networks.
Responsible tourism is also a consideration, especially among younger visitors—and there are many luxury safari operators that invest directly in wildlife conservation, anti-poaching initiatives, habitat restoration and local community development, allowing travelers to support preservation efforts while enjoying extraordinary natural experiences.
“Our report is designed to empower travelers with the knowledge they need to make informed decisions,” says Safari Frank co-founder Frank Steenhuisen.
The Big Picture
While travel trends come and go, the common thread connecting today’s travelers is personalization. Whether they’re using AI to plan an itinerary, booking a golf getaway, exploring Europe’s lesser-known regions or investing in a once-in-a-lifetime group safari experience, people are increasingly favoring experiences that reflect their individual interests and values. For destinations and meeting professionals, creating journeys that feel tailored—not one-size-fits-all—is the most important key to staying ahead and capturing attendee attention.
This article appears in the July/August 2026 issue. You can subscribe to the magazine here.
