As travel evolves in 2026, the shift is clear: travellers are chasing experiences, purpose and place-depth, rather than simply ticking off destinations. The latest industry reports — from Expedia Group’s Unpack ’26 and Hilton Worldwide Holdings’s “Whycation” study — highlight this change. Here are ten trends shaping travel in 2026 — and how we at TOMA & COE are ahead of the curve.
1. Passion-driven travel (“Whycation”)
Travellers are opting for trips built around a singular passion or theme rather than generic “see-the-city” breaks. More people are seeking intentional, slower itineraries that align with their values and interests.
How TOMA & COE delivers in Andalucía – We craft bespoke journeys such as an olive-oil harvest and tasting stay, or a writer-retreat in rural Huelva. These deeply curated experiences resonate with all our clientele, and have done for years.
2. Hotel-hopping & neighbourhood immersion
Rather than staying in one place, travellers plan trips with multiple stays in different neighbourhoods or micro-regions. The Unpack ’26 report highlights “Hotel Hop” as a major trend.
Take our Classic Andalucia Tour, as an example. Moving between the classic Andalucian cities of Seville, Córdoba and Granada, our clients explore varying atmospheres while staying in one broader region. Each hotel is selected for its authenticity, as well as high-level service.
3. Set-Jetting aka screen-inspired travel
Screen-driven trips are back in force. The Unpack ’26 data show travellers increasingly visiting places featured in TV, film or social media. This trend hit a high with epic films and Netflix series, such as Game of Thrones and The Lord of the Rings, then fell off a little. However, it’s back as a top travel trend in 2026, and Spain has no end of locations to entice the travellers.
4. Salvaged stays & heritage lodgings
The appeal of historic buildings, repurposed as boutique accommodation, is rising. Searches for “upcycled hotels” are up, according to Hotels.com/Expedia data.
At TOMA & COE we partner with owners of restored cortijos, converted olive-mills and historic manor-houses in Andalucía. These offer authenticity, local style and strong storylines — ideal for culture-hungry travellers.
5. Readaways & literary-focused retreats
“Readaways” are holidays built around reading, writing or literary themes, and they are gaining traction. The Unpack ’26 findings cite huge increases in “book club retreat ideas”.
With a Sunday Times bestselling author on our team, naturally TOMA has leaned to the writing side of literary retreats with a rural finca retreat for writers. But we don’t stop there, if you’d like a guided literary walk through historic towns, poetry evenings under the stars, these are all within our remit.
Check out our Andalucian Writers Retreat 2026
6. Farm-charm & slow nature-immersion
Slow travel is back (it’s never been away as far as we’re concerned!). Estate stays on working farms, olive groves, vineyard harvests and nature-immersed experiences are increasingly sought. The data show strong rises in “farm stays” in guest reviews.
At TOMA we can curate stays in working Andalusian fincas where guests pick olives, learn about sherry, hike nearby hills, and so on — giving depth way beyond the standard resort-based holiday.
7. Home comforts, wellness & “hushpitality”
Comfort, calm, wellness and personalised service are now top priorities. The “hushpitality” trend highlights these preferences.
We select accommodations designed for rest — minimal distractions, wellness options (hammams, local spa treatments), rooms with thoughtful touches. Ideal for older travellers or those seeking a restorative break.
8. Fan voyage – sport & culture immersion
More travellers plan trips around sporting and cultural experiences — not just stadium seats but local traditions, community events, immersive participation.
We design itineraries that tie into local cultural events — e.g., a traditional Andalusian horse show, local golf-and-culture combo, or historic festival experience — tailored for specifically for our clients.
9. Road trip revival
The road-trip resurgence is prominently noted in the 2026 trend reports. Travellers are taking multi-stop drives (rather than one base) to explore regionally. This is something we at TOMA are old hands at.
We map curated routes through Andalusia — coast to mountains, white-villages to vineyards — with expert drivers (or self-drive), local guides, day-stop experiences and built-in flexibility.
Rev up with our Authentic Andalucia Road Trip
10. Sustainable, responsible & meaningful travel
Travellers in 2026 expect more than just leisure; they want meaningful, sustainable engagement with destination, community and environment. The Smart Travel Health Check launched by Expedia and in partnership with the World Travel & Tourism Council underline this.
TOMA & COE has always worked with small-scale local providers, limited group sizes, and in support of conservation and community engagement in Andalucía. We’re proud to champion the region and support the local culture and traditions, while respecting the environment in which we live and work.
These top ten travel trends for 2026 show that travellers increasingly demand depth, choice and authenticity. At TOMA & COE, we’re experienced in delivering just that.
