Travel companies Kuoni and Tripadvisor have released new data showing a major shift in global holiday habits in 2026. Holidaymakers are increasingly abandoning traditional sightseeing in favor of experiential travel, outdoor activities and trips tied to personal milestones.
Greece has emerged as a leading destination within this trend, particularly for so-called nest-cations. These trips represent the final major holiday a family takes together before adult children move out of the parental home to live independently.
A survey conducted by British tour operator Kuoni among 2,000 adults in the United Kingdom revealed strong support for these final family journeys. The poll found that 43 percent of adults believe every family ought to take one last significant trip together before household dynamics change.
Support for the concept is highest among parents, reaching 62 percent. Among parents whose children aged 18 to 24 have already left home, one in four expressed regret over not taking such a trip while the opportunity existed. Furthermore, 35 percent of empty-nest parents described a final family holiday as one of the most meaningful experiences a family can share.
Kuoni booking statistics reflect this growing demand over recent years. More than 27 percent of the company's family bookings over the past five years included at least one traveler aged 16 to 25. Bookings for this age group surged by 55 percent year-on-year in 2022 and 2023, and have remained consistently above the 27 percent mark ever since.
For 2026, tropical island destinations dominate nest-cation bookings made through Kuoni. The Maldives holds the largest market share at 15.2 percent, followed by Thailand at 9.8 percent and Mauritius at 8 percent. Greece also secured a spot in the top ten alongside the United States, Kenya, Vietnam, Italy, Indonesia and Tanzania.
Destinations combining relaxation with active experiences showed the fastest growth for family bookings. Year-on-year family bookings rose by 145 percent for Vietnam, 83 percent for Tanzania and 61 percent for Kenya.
When planning a milestone family journey, 31 percent of British families preferred warm coastal destinations, while 18 percent opted for all-inclusive resorts. Meanwhile, 9 percent of parents with children still living at home chose a destination from their personal travel dream list.
Parents and young adults hold slightly different views on the ideal timing for a final family holiday. Parents identified age 18 as the ideal time for the trip, whereas adult children viewed age 20 as preferred. Although 44 percent of young adults aged 18 to 24 said they would continue traveling with family after moving out, 29 percent expressed uncertainty over whether their family would ever undertake such a journey.
Surge in experiential travel and hands-on workshops
Data from online review and booking platform Tripadvisor covering the first half of 2026 indicates a broad transition toward immersive experiences. Global bookings for hands-on craft activities grew by 88 percent year-on-year, while reservations for concerts and special events rose by 87 percent.
Japan experienced exceptional demand within the cultural craft category. Bookings by American travelers for traditional Japanese arts and crafts workshops increased by more than 300 percent year-on-year. Japan now accounts for one out of every five such craft bookings globally.
Interactive activities are also among the highest-rated offerings on Tripadvisor. Cooking classes, craft workshops and dance lessons consistently achieved average customer review scores exceeding 4.8 out of 5.
Growth in outdoor recreation and wellness breaks
Outdoor and nature-focused activities recorded substantial gains worldwide during the first six months of 2026. Global bookings for eco tours increased by 62 percent, while organized fishing excursions expanded by 41 percent.
Demand for outdoor recreation was particularly pronounced in the United States. American bookings for underwater tours surged by 111 percent year-on-year, while eco tours climbed 83 percent. Reservations for ski and snow activities grew by 42 percent, and nature and wildlife excursions rose by 41 percent.
The wellness sector similarly expanded, driven by traveler interest in natural environments. Reservations for day spa experiences grew by 45 percent worldwide, with visitors increasingly opting for natural thermal hot springs, mineral mud baths and geothermal pools over conventional spa facilities.
Interest in nature has also energized coastal travel across North America. On Catalina Island in California, experience bookings jumped by 383 percent year-on-year. Across the wider US market, reservations for chartered fishing trips grew by 57 percent, parasailing bookings rose 45 percent, and boat rentals increased by 37 percent.
Lesser-known destinations outperform established tourist hubs
A key finding from the Tripadvisor report highlights a shift away from heavily visited tourist centers. Destinations outside the platform's top 100 most popular locations grew at more than double the rate of the top 100 during the first half of 2026.
Emerging destinations in Central America and the Caribbean recorded strong booking growth. Experience bookings in Guatemala rose by 74 percent year-on-year, while Sint Maarten recorded a 57 percent increase. Honduras saw bookings grow by 49 percent, and the Cayman Islands registered a 45 percent gain.
In Europe, Albania established itself as a fast-growing alternative to traditional Mediterranean spots, posting a 60 percent increase in experience bookings. Overall, data indicates that global travelers are actively seeking destinations with lower tourism density, richer activity options and strong local cultural identities.
