Last month, rbb traveled to New York City, where we supported Hyatt’s Inclusive Collection at Condé Nast Traveler’s Points of View Summit and met with editors from Bloomberg Pursuits, Campaign US, and Parents. Throughout the week, we gained a clear view of the travel trends, cultural shifts, and hospitality insights that will shape how people plan and experience travel in 2026.
What We Learned
Authenticity is now defined by emotional resonance in travel.
The traditional idea of “authentic travel” as a list of hyper-local tips is losing relevance. Travelers today want emotional grounding, empathy, and connection. They are seeking experiences that feel personal, uplifting, and aligned with their values, rather than just tied to a specific place. This is also supported by the data Hyatt’s Inclusive Collection collected from their recent Time Rich Report, exploring the link between Americans’ lack of quality time and how travel is a natural antidote for that.
We see this trend reflected in the rise of purpose-driven retreats, wellness-focused travel, and the growing demand for hospitality brands that show care through thoughtful hosting, intentional service, and clear communication.
Intentionality is emerging as the new luxury.
Across editor conversations, a single theme surfaced again and again. Travelers want to move with purpose. Luxury is now about restoration, clarity, and quality time. Slower rhythms. Fewer scheduled activities. More meaningful moments together.
Travelers are also searching for brands that help them use their time wisely instead of overwhelming them with options. This desire for spaciousness is showing up across itinerary design, content consumption, and the kinds of travel stories audiences gravitate toward.
Technology in travel should simplify, not substitute.
AI and automation were mentioned in nearly every discussion, but editors emphasized that technology should not diminish the human experience. The next phase of travel innovation will rely on AI to streamline logistics, provide tailored recommendations, and reduce friction, while keeping empathy and human warmth at the core.
Trust, belonging, and personal connection continue to be essential, particularly within hospitality and all-inclusive resort experiences.
Why It Matters
These cultural signals reveal a broader truth about what travelers want in 2026. People are looking for brands that help them reclaim time, feel grounded, and experience meaning in their journeys. They want travel content and hospitality experiences that speak to who they are, what they value, and how they want to spend their days.
This is where earned storytelling becomes especially powerful. Insights resonate when they reflect real behavior, human needs, and the emotional drivers behind travel decisions. Our presence at the Summit and our meetings with travel and lifestyle editors highlight the importance of being part of the conversations shaping the future of travel culture.
For rbb, the week in New York was a significant opportunity for relationship building, client support, and cultural intelligence gathering. The themes we observed will continue to guide the strategic ideas we bring to clients across travel, hospitality, and lifestyle sectors.