A new analysis from Skyscanner outlines seven key travel patterns emerging for 2027, with value, trust, and AI increasingly guiding how people arrange vacations. The company reports a 17% annual increase in worldwide trip searches, while 82% of British travellers intend to maintain or expand their travel plans next year despite economic challenges.
The analysis, compiled from insights gathered through over 28,000 travellers, pinpoints seven distinct trends expected to influence travel decisions in the coming year: Signal Severance, Pilgra-merch, Grand Odysseys, Gym-cation, Sten Do Surge, Sound Bound, and Currency Chasers.
Budget Allocation and Travel Choices
Travellers are tightening discretionary spending while prioritising essential travel costs. Six in 10 UK travellers expect their flight and accommodation budgets to remain stable or increase in 2027. When selecting destinations, 30% of respondents rank accommodation costs as their top concern, while 28% prioritise flight expenses.
Additional expenditures are being scrutinised more carefully. Only 15% of travellers now plan to upgrade their hotel rooms—down from 29% the previous year—while just 10% intend to pay extra for checked baggage, compared to 22% in earlier surveys. Travel insurance remains a key purchase for 38%, with tours and activities following at 32% and seat selection at 26%.
The report also reveals a disparity between the growing use of AI in travel planning and travellers’ confidence in relying on it for bookings. The most searched AI prompt on Skyscanner’s platform over the past half-year was “cheap flights.” Globally, travellers primarily use AI tools to explore destinations (28%), compare pricing (22%), and seek inspiration (21%).
As the travel sector adapts, businesses will need to address shifting priorities, such as offering clearer pricing structures and experiences that support traveller confidence. The emphasis on value and trust is expected to strengthen as consumers become more discerning about spending.
For travel providers, the data suggests an opportunity to capitalise on existing demand by simplifying price comparisons and booking processes rather than solely driving new interest. The typical vacation lasts 6.3 days, with UK travellers booking an average of nine weeks in advance. Search activity peaks during April and May.
Changing Travel Motivations
Detailed destination information plays a growing role in planning trips. Family-friendly amenities are important to 29% of travellers, while 26% seek accessibility details and 25% look for sustainability information. Many are also drawn to less congested locations, with 36% planning visits to quieter areas and an equal share considering nearby alternatives to crowded hotspots.
Despite the rise of digital platforms, personal recommendations remain the top source of travel inspiration for UK travellers (39%), followed by YouTube (25%) and Instagram (22%). Among Gen Z, peers (50%), family (49%), and online reviews (38%) are the most influential factors in holiday decisions.
One in four Gen Z travellers plans to disconnect on holiday in 2027, helping drive interest in remote destinations. Additionally, 23% of all travellers have taken trips specifically to purchase items unavailable online, highlighting the appeal of unique, location-exclusive products.
Currency fluctuations are also shaping destination choices, with 26% of travellers adjusting their plans to take advantage of favourable exchange rates. This trend is more pronounced among Gen Z (45%) and Millennials (40%), reflecting younger consumers’ focus on perceived value. The report notes that 34% of Gen Z is prioritising travel over saving for major financial milestones, while 36% is evaluating career moves based on opportunities to travel or work abroad.
Skyscanner’s trends indicate how shifting interests could open new avenues for destinations and travel companies. Entertainment media also plays a role, with 33% of respondents citing films or TV shows as inspiration for their trips.
Wellness features are influencing lodging decisions, with 67% of Millennial travellers favouring hotels offering nutritious breakfasts and 40% of Gen Z seeking properties with gym facilities. Meanwhile, 25% of travellers are combining pre-wedding celebrations with vacations, citing cost savings, convenience, and enjoyment.
Industry Adjustments Needed
Live music events are another travel motivator, with 25% of respondents valuing the venue as much as the performances themselves. The data reflects broader generational changes in how younger travellers approach life decisions. For Gen Z, beach holidays remain the most popular choice (47%), followed by sampling local cuisine (34%), shopping (29%), and nightlife (28%).