Beyond the Bed: Decoding Tripadvisor’s 2026 Trendcast for Hoteliers and Resort Managers
The travel landscape in 2026 is moving beyond passive observation. According to the latest Trendcast report from TripAdvisor, we are entering a phase in which guests are no longer satisfied with a standard room and a generic city tour. Instead, they are looking for specific, high-intensity experiences that align with their personal values, fitness goals, and even the preferences of their pets and children.
For hospitality professionals in the United States, these insights offer a clear roadmap. To stay competitive, properties must evolve from being simple lodging providers into active facilitators of these niche lifestyles.
1 The Rise of Sweat Jetting and Active Travel
One of the most striking shifts in the report is the surge in fitness tourism, which Tripadvisor calls “Sweat Jetting.” Travelers are increasingly booking trips around physical milestones. Marathons are a massive driver of this trend. For instance, the Chicago Marathon saw a staggering 300 per cent increase in visitors, while Boston and Berlin followed with over 200 per cent increases.
Hoteliers should take note that these mara-cation travelers have specific needs. They are not looking for a cramped hotel gym with a single broken treadmill. They want recovery stations, nutritionally balanced pre-race meals, and easy access to event start lines. Properties that partner with local running clubs or offer “recovery suites” equipped with compression boots and foam rollers will capture this lucrative, high-intent audience.
2 The Investigative Drinker and the Future Foodist
Guest consumption is also becoming more academic. We are seeing a move toward Investigative Drinking. While wine tours remain a staple, travelers are digging deeper into the origins of their spirits. In Mexico, for example, there is a surge in interest for agave spirits that exist far beyond the familiar categories of tequila and mezcal.
Simultaneously, the Future Foodist is looking for transparency. They want to know about food preservation, local fishing traditions, and the lifecycle of the ingredients on their plate. This is an opportunity for hotel F&B programs to move away from “farm to table” cliches and toward genuine storytelling. Highlighting a specific local fisherman or a traditional pickling method used by the chef can turn a standard dinner into a cultural event.
3 Flex Lux and the Thrill of the Find
Luxury is being redefined in 2026 through “Flex Lux.” This trend allows travelers to sample high end experiences without the price tag of a full luxury stay. This might look like a traveler staying at a midscale property but purchasing a day pass for a five-star hotel pool, or booking a single seat on a private jet.
For luxury operators, this opens a new revenue stream. Monetizing underutilized amenities like spas, pools, or co working spaces through day passes can introduce your brand to a broader audience who may eventually become full stay guests.
On the retail side, the “Thrill of the Find” is driving guests away from global brands and toward community retail. Travelers in cities like Tokyo, Paris, and Copenhagen are seeking out indie boutiques and artist studios. Hotels can lean into this by acting as curators, ditching the generic gift shop in favor of pop-up markets featuring local artisans.
4 The New Decision Makers: Kids and Pets
Perhaps the most significant shift in booking behavior comes from the non-humans and the little humans in the family. Bookings for children’s experiences are up 19 per cent, with heritage tours and cooking classes seeing the most growth. This suggests that parents are allowing their children to lead the itinerary, seeking educational and meaningful activities rather than just theme parks.
Similarly, pet-friendly travel has reached a fever pitch. Bookings for dog-friendly experiences have surged by 260 per cent. This is no longer about simply “allowing” dogs; it is about welcoming them. In a competitive market, providing high-quality pet amenities or curated animal encounters can be the deciding factor for a guest.
5 Human Connection in a Digital World
Despite the rise of AI, the Trendcast report emphasizes that travelers are using technology to find more human connections. AI is being used to bridge language gaps and simplify logistics, which frees up the traveler to engage more deeply with locals. This “Humanized Hospitality” is reflected in the “Soft Clubbing” trend, where nightlife is moving away from exclusive, high-pressure environments toward intimate music experiences where real connections can be made.
For the American hotelier, the message of 2026 is clear: specificity is your best marketing tool. By catering to the “Sweat Jetter,” the “Flex Lux” seeker, or the “Pet Parent,” you move beyond being a commodity and become an essential part of the traveler’s identity.
FAQ: Navigating the 2026 Travel Trends
What exactly is Flex Lux, and how can my hotel benefit? Flex Lux refers to travelers who flex into luxury experiences for a short duration. They might stay at an affordable hotel but spend money on a high-end spa day or a famous hotel bar. Hotels can benefit by offering “experience only” packages or day passes to their most premium amenities.
How can a city hotel cater to the “Sweat Jetting” trend? Beyond having a great gym, hotels can offer “run concierge” services, maps of local training routes, and partnerships with local physical therapists. Providing early breakfast boxes for race days and late checkout for marathon runners are also highly valued services.
Are Future Foodists just looking for organic food? No, it goes deeper than that. They are interested in heritage, preservation techniques such as fermentation, and supply chain ethics. They want to learn the history of the food they are eating and see the faces of the people who produced it.
Is the pet-friendly trend just a fad? The data suggests otherwise. With a 260 per cent increase in dog-friendly bookings, this is a structural shift in how people travel. Pets are increasingly viewed as family members, and travelers are willing to pay a premium for properties that provide genuine “pet hospitality.”