In occasione di TTG Travel Experience 2026, viene presentato il report che delinea quali saranno i trend di viaggio da tenere sotto la lente: Travel&Hospitality Vision.
The report, presented on the occasion of TTG Travel Experience 2026, outlines the travel trends to keep under scrutiny: Travel & Hospitality Vision.
Il documento, curato da Blue Eggs, raccoglie le tendenze di consumo che influenzeranno e guideranno le scelte strategiche e di innovazione dei prossimi anni del turismo.
The document, curated by Blue Eggs, gathers consumer trends that will influence and guide strategic decisions and innovation in the tourism sector in the coming years.
Lo studio ha individuato cinque macro-tendenze (Deep Trends) di cui i territori, i brand e chi lavora nella ricettività e nel settore travel in Italia dovrà tenere conto per stare al passo coi tempi. Ecco quali sono i trend:
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Forward to Re-Naturing o nuova naturalità
A trend increasingly taking hold among travelers is the effort to balance ever more hyper-technology with perceptual simplicity. In an era dominated by advanced technologies, people seek solutions and products that feel simple, immediate, and “natural.” What is the challenge then? Creating a new balance between past and future, redefining the values of tradition, humanity, and sustainability.
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Authenti-Care ovvero riservatezza e relazioni autentiche
Another trend is one that seeks to deepen relationships, taking into account discretion and data protection. This trend arises from the need to protect an intimate and private dimension (information, memories, real content) to be shared only with a close circle. The challenge for travel industry players in this case is to reconcile social visibility with privacy, demonstrating that they are transparent, discreet, credible, and trustworthy.
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I Want to Belong ovvero senso di appartenenza e di community
Another growing trend is the search for collective identity and a revolution in loyalty. Beyond seeking individual experiences, there is a growing desire to be part of shared collective realities based on social, ethical, religious, or geographic grounds. Therefore, both destinations and tourism brands must rethink old communities and traditional loyalty programs to build authentic and shared belonging projects.
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As a Living System ovvero brand come sistema vivente
Flexibility and adaptability are the keywords of this trend, which rests on the concept of evolving personalization: consumers no longer seek merely modular products, but view brands as dynamic and flexible structures. Hence, to meet this need, it is necessary to present and act as a true “organic entity/a living system” capable of adapting and integrating into the customer’s life ecosystem.
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Eternal Memories o memorie senza tempo
In this realm, there are objects and symbols capable of crystallizing time. In a continual fusion of past, present, and future, the appreciation for iconic concepts and objects ready to challenge fleeting fashions grows, which is why it is increasingly important to create timeless experiences and values, useful not only in the luxury/fashion sector but also in travel and hospitality.
