The Pacific Asia Travel Association (PATA) UK and Ireland has revealed nine travel trends set to shape travel to the region in 2026.
The PATA Patterns 2026 travel trends report highlights technological innovations, changing traveller preferences and increased emphasis on meaningful experiences while travelling.
1) Travellers can fly further and faster
With more direct routes and improved connectivity, distant destinations are more accessible than ever. New routes include:
- Virgin Atlantic will begin flying to Phuket in October 2026. Bangkok Airways is in discussion with Virgin Atlantic about interline tickets, in order that additional domestics can be added and itineraries expanded beyond Phuket (i.e. to Koh Samui or to Bangkok and Chiang Mai).
- The London Gatwick to Bangkok route, previously a winter-only service, will be extended to year-round starting May 1, 2026. During the summer 2026 season, the route will operate three weekly flights and in Winter 2026 flights will increase to six weekly flights.
- Norse Atlantic will fly from London and Manchester to Bangkok (a low cost option).
- Etihad has boosted regional reach across Thailand adding flights to Krabi and Chiang Mai.
- Bangkok Airways is planning to re-commence flights between Koh Samui and Kuala Lumpur in late 2026 and launch a new service from Bangkok to Vientiane.
- Cathay Pacific has reinstated flights to Adelaide and expanded its codeshares with British Airways, connecting via Hong Kong to/from Australia, New Zealand and Indonesia.
2) Stylish stays are available
A surge in hotel openings, refurbishments and brand expansions across Asia Pacific reflects strong confidence in future demand. Growth spans luxury, lifestyle and wellness-led properties. Design-led, experience-driven and wellness-focused accommodation is increasingly shaping destination appeal.
Highlights include:
- Australia: In October 2026, Rawnsley Park Station, South Australia, is opening new luxe villas each with their own private pools.
- Cambodia: Steigenberger Phnom Penh is a new luxury hotel atop Morgan Tower on Koh Pich (Diamond Island)with 250 rooms and sky high views.
- Indonesia: Paradisus by Melia Bali is officially re-opening in February 2026.
- Japan: Hoshinoya, in Nara, Nara Prefecture is opening in April 27, 2026.
- The Maldives: The Avani Mooloolaba Beach Hotel is set to open in May 2026. The 12-storey property offers 180 rooms, a rooftop pool and bar, three dining venues and wellness facilities.
- Vietnam: Meliá Serenity Cam Ranh Beach Resort, Vietnam, is a new beachfront resort on Long Beach, Cam Ranh.
3) Travellers are exploring beyond hotspots
Secondary cities, emerging regions and lesser-known destinations are gaining traction as travellers seek new experiences beyond over-touristed hotspots.
Tourism boards and operators are actively promoting lesser-know regions to spread demand, support local economies and appeal to repeat visitors. Growth is evident across Indochina, Japan’s regional areas, Australia’s states, Taiwan, Lombok and wellness-led rural retreats.
4) More multi-generational travel is anticipated
Family and multigenerational travel is a major growth driver for 2026. Travellers are prioritising shared experiences, flexibility, space and slower-paced itineraries that work for children, parents and grandparents alike.
Demand is rising for villas, apartments, private touring, soft adventure and wellness-led stays. Hotels are responding with upgraded family facilities, intergenerational accommodation and activity-rich resorts.
5) Luxury is being reimagined
Luxury travel is evolving beyond opulence to focus on exclusive experiences, personalised services and immersive local culture. High-end travellers are seeking personalised, immersive and experience-led journeys rather than traditional five-star stays alone.
Rail journeys, bespoke itineraries, wellness, culture, nature and owner-led experiences are redefining luxury across the region.
Destinations such as Nepal, Lombok, Myoko, Phu Quoc and Kangaroo Island are attracting high-spend travellers seeking authenticity and exclusivity.
6) People are travelling with purpose
Purpose-driven travel is moving mainstream. Sustainability, community engagement, wellness, soft adventure and slow travel are now core buying drivers. Travellers want transparency, ethical operations and experiences that benefit local communities.
Rail travel is emerging as a key enabler of lower-impact journeys, particularly across Japan, China, Korea and Southeast Asia, reinforcing the shift away from purely “fly-and-flop” holidays.
7) Some seek secret seasons
Off-peak, shoulder and green-season travel is gaining popularity as travellers seek better value, fewer crowds and more authentic experiences. Destinations and operators are actively promoting low-season travel to ease pressure on peak periods, improve availability and spread tourism year round.
Flexibility on timing, shorter booking lead times for value-led trips and longer lead times for luxury and group travel are emerging booking patterns.
8) Multi-destination travel is gaining popularity
Multi-destination itineraries continue to grow as travellers look to maximise long-haul trips. There is strong demand for combining contrasting experiences such as cities, culture, nature, rail journeys and beaches, all within a single holiday.
Airlines, hoteliers and tourism boards are actively supporting hub-and-spoke, two-centre and multi-country itineraries across Thailand, Indochina, Australia, the Pacific Islands and beyond.
9) AI and travel agents have their place
Technology and artificial intelligence are transforming trip planning, but expert agent guidance remains essential for complex or personalised itineraries.
AI is increasingly embedded across travel planning, operations and marketing, improving efficiency, inspiration and personalisation. However, the report strongly reinforces that AI is a support tool, not a replacement for travel agents.
Human expertise, trust and personal service remain critical, particularly for complex, luxury and experiential travel. The future lies in AI-enhanced agents, not AI-only travel.
The insights are curated from PATA’s airline, destination management company (DMC), hotelier, tour operator and tourist board members.
