The Human-Centred Journey: Why AI Falls Short as Travellers Demand Meaning, Culture, and Sweat in 2026

Published on December 11, 2025

The world of travel is in a state of beautiful, constant evolution. What began as a post-pandemic surge in simple escapes has now morphed into a demand for depth, purpose, and highly personalized experiences. As we look ahead to 2026, the global jet-setting scene is being reshaped not by algorithms alone, but by a hunger for authentic connection, whether that means running a marathon on foreign soil or walking the streets of a favourite fictional city.

The rise of Artificial Intelligence (AI) in trip planning is undeniable, with Statista noting that per cent of consumers used AI for travel planning in 2024. AI tools are lauded for their ability to optimise logistics and generate itinerary ideas. Yet, this technology faces a significant hurdle: it lacks the human touch.

As industry experts like Nicky Kelvin from The Points Guy note, while AI can handle time-consuming tasks, it fundamentally cannot accomplish key elements that truly make a holiday memorable. It cannot build relationships with hotel managers, navigate complex, last-minute changes with empathy, or organise those crucial, personalized upgrades that elevate a stay. The future of travel, it seems, will be a partnership between digital efficiency and human insight.

Beyond the Blockbuster: The Rise of Set-Jetting and Literary Escapes

One of the most powerful drivers of travel in 2026 is the desire to step directly into a narrative world. This trend is manifesting in two major forms:

Set-Jetting: Coined as “set-jetting,” this involves building entire itineraries around film and TV filming locations. It’s no longer niche; it’s a core driver of travel decisions. Timothy Hughes, founder of CineMapper, revealed that their platform is seeing “major surges to destinations featured in hit shows within days of release,” with travellers prioritising places that feel “emotionally familiar” from the screen.

The demand for this type of travel is broad, spanning European palaces featured in prestige TV to small-town cafés seen in streaming originals. Travellers aren’t just seeking landmarks; they are seeking context, culture, and story—the very things AI struggles to provide. They want to know the meaning behind a place and the feeling of stepping into a world they’ve already lived in through cinema.

Literary Adventures (BookTok Tourism): Fuelled by the massive online popularity of reading communities like BookTok, readers are embarking on literary tours to witness the real-life settings of their favourite novels. This trend is rooted in the powerful escapism readers feel when they lose themselves in a story and their natural desire to replicate that emotional connection in the real world. For many, exploring these real-life locations is the final chapter of the reading experience.

The Pursuit of Wellness: Runcations and Fan Voyages

2026 also shows a shift toward goal-oriented, physically and emotionally fulfilling travel experiences:

• Runcations (Marathon Madness): The explosion of online running trends and city run clubs has translated into “runcations”—trips centred around completing major marathons on foreign soil. Travelers are motivated by the goal-setting element, striving to tick off races in major world cities or even to complete the mission of running on all seven continents. These trips combine personal achievement with international exploration.
• Fan Voyages (Concerts and Sports): Following the success of massive stadium tours like Taylor Swift’s Eras Tour or the comeback of legendary bands, fans are increasingly willing to “voyage to stages far and wide” to secure tickets they missed in their hometowns. This trend, which mirrors the established tradition of fans following their teams to foreign sporting finals, turns a concert ticket into a valid reason to book a flight and explore a new city.

Trailblazing and Giving Back: The Search for Authenticity

The modern traveler is weary of crowds and generic experiences. This sentiment is leading to two powerful, interconnected trends:

Trailblazing Destinations: There is a clear diversion from the norm and a desire to “delve into more obscure locations” that offer a quirky edge and lower prices. Expedia’s top destinations for 2026 reflect this, listing places like Big Sky, Montana; Okinawa, Japan; Phu Quoc, Vietnam; and Ucluelet, Canada. Travelers are actively looking for alternative destinations to avoid the masses and get closer to local culture.

Regenerative Tourism: A Moral Compass Guides Many Travel Decisions. Regenerative tourism—the idea of leaving a place better than you found it—is gaining significant traction. This philosophy translates into booking guided tours led by locals and consciously choosing smaller, less-visited destinations. The focus here is on intentional travel that benefits the host community and helps preserve, rather than consume, the cultural and natural environment.

In summary, 2026 is poised to be a year where travel is driven by meaning and emotional connection. While AI may streamline the booking process, the heart of the journey—the choice of where to go, the depth of the experience, and the human relationships along the way—will remain firmly in the hands of the human traveler and the expert human advisor.