Travel is surging again in 2026, but the way people decide, plan, and buy is changing fast. Trips are increasingly built around experiences, fueled by AI-driven inspiration, and shaped by new expectations for relevance across every touchpoint.
For marketers, that creates a familiar problem in a new disguise: Demand is high, but intent is scattered across devices, platforms, and moments. The brands that win will be the ones that can recognize traveler intent early, refine it as plans crystallize, and stay present through booking and beyond. That is where high-quality third-party audience data becomes essential.
Below are four travel trends shaping 2026, plus practical ways to target travelers in effective ways using Eyeota’s travel audiences.