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Strategic Intelligence: Key Themes in Travel & Tourism for 2026

Publisher GlobalData
Published Dec 19, 2025
Length 33 Pages
SKU # GBDT20768573

Description

Strategic Intelligence: Key Themes in Travel & Tourism for 2026

Summary

This report provides an overview of the key themes that will affect the travel and tourism industry looking forward in to 2026. The analysis includes an overview of each theme, the winners and losers of each theme, and further reading.

Scope
  • This report identifies the top 10 Travel & Tourism themes that will impact every industry in 2026. For each theme, we offer an overview of the theme, identify winners and losers, and point you to further reading.
  • These 10 themes have been classified into four categories: technology themes, industry themes, ESG themes, and macroeconomic themes. In the following pages, we rank the most disruptive themes in order of importance, with Agentic AI, Personalization, and Geopolitics as the top three themes for 2026.
Reasons to Buy
  • Understand the impact of the top ten themes on the tourism industry, giving an overview to help readers adapt and understand this theme. Assess how the themes that have been identified are going to affect the T&T industry in the next 12 months.

Table of Contents

33 Pages
Executive Summary
Top Themes for 2026
Viewing the world’s data by theme helps you make important decisions
Agentic AI
Agentic AI is enabling autonomous, collaborative agents
Travel and mobility are being reshaped by optimizing operations
Enterprise adoption of AI agents is accelerating
Winners and losers
Further reading
Personalization
Demand for personalized services is growing
Younger generations have the greatest expectations for personalization
Investment in the right technologies and people is key
Winners and losers
Further reading
Geopolitics
Geopolitical conflicts pose a serious threat to the travel industry
A rapidly evolving world will reshape traveler behavior
Even in crisis, opportunities for recovery can emerge
Winners and losers
Further reading
Cybersecurity
Digital dependency leaves the travel sector exposed
AI-driven attacks will ramp up global cybersecurity threats
Stronger collaboration is the way forward
Winners and losers
Further reading
Internet of Things
The global Internet of Things market will surpass $1.4 trillion by 2026
IoT tackles challenges of rising costs in travel and tourism
IoT addresses ESG challenges across travel and tourism
IoT can exacerbate cybersecurity risks
Winners and losers
Further reading
Online Travel and Travel Apps
The global online travel market value will reach $1.4 trillion by 2026
Technology is playing a key role in enhancing travel apps
The importance of digital innovation and personalization
Winners and losers
Further reading
Inflation
Operational pressures are shaping prices
Inflation is reshaping demand across regions
The travel and tourism industry can adapt through strategic investment
Winners and losers
Further reading
ESG
Increasing importance of the ESG theme for travel and tourism companies
Increased priority towards sustainability by travelers
Social impacts
Winners and losers
Further reading
Experience Economy
The experience economy remains a growing theme
Demographic preferences are important to consider
Larger companies are providing more diverse offerings
Winners and losers
Further reading
Low-Cost Evolution
Low-cost options remain important
Direct bookings are important for both airlines and hotels
Travel apps are at the forefront of the low-cost evolution
Winners and losers
Further reading
Glossary
Further Reading
GlobalData reports
Our Thematic Research Methodology
Report Authors
About GlobalData
Contact Us
List of Tables
Table 1: Glossary
Table 2: GlobalData reports
Table 3: Report Authors:
List of Figures
Figure 1: The themes driving growth in 2026
Figure 2: Agentic AI
Figure 3: Personalization
Figure 4: Geopolitics
Figure 5: Cybersecurity
Figure 6: Internet of Things
Figure 7: Online Travel and Travel Apps
Figure 8: Inflation
Figure 9: ESG
Figure 10: Experience Economy
Figure 11: Low-Cost Evolution
Figure 12: Our approach to identifying the companies most likely to succeed in a sector over the next five years

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