A recent report from Trip.com Group revealed insights into global traveler behavior during the first half of 2026, highlighting strong growth in the travel industry.
It found that travelers from mainland China, the United Kingdom, and Malaysia logged the longest cumulative distances, averaging over 2,800 kilometers per person. Meanwhile, the most booked flight destinations in the first half of the year included Seoul,Bangkok,Hong Kong, Tokyo, and Taipei, underscoring Thailand's capital city’s enduring appeal and strong hold on global tourists.
Additionally, Trip.com Group forecasted that travel trends in the latter half of 2026 will be driven by three main trends, including the significant role of AI technology, which is expected to transform travel as we know it. Details follow.
Modern travelers tend to seek short escapes to avoid hassle, with average trip durations ranging from 2.92 to 3.8 days. This is evident in Europe, where short-haul flight bookings surged 73% compared to the same period last year.
Furthermore, long weekend trips lasting no more than four days saw booking increases exceeding 40% in East Asia and Europe, and over 15% in Southeast Asia, emphasizing people's desire to recharge in a brief but rewarding timeframe.
Family travel has become the most sought-after form of travel, surpassing trips with partners, friends, or solo adventures. Hotel bookings for families with children under 12 grew across all regions.
Especially in key markets like mainland China, South Korea, and Japan, family accommodation bookings more than doubled. Gen Z and Millennial travelers prioritize family-friendly amenities and child-appropriate locations. Popular Asian destinations meeting this trend include Bali Zoo, Desaru Water Adventure Park, Universal Studios Japan, and Tokyo DisneySea.
Due to soaring temperatures, searches for cool-weather destinations and vacations, known as Coolcation, rose 74% year-on-year. Since early 2026, content on the Trip Moments community platform about cool retreats and heat coping tips increased by 15.4%. Notable cities like Ulaanbaatar and Sapporo, with average temperatures between 15 and 25 degrees Celsius, ranked among the top 10 most booked summer destinations by South Korean travelers.
Bookings surged dramatically in triple digits. European destinations such as Iceland, Norway, Slovenia, and Switzerland also saw significant increases in flight searches.
Travel planning behaviors are clearly shifting, with growing reliance on AI technology. Interest in the search term“help plan my trip”on Google rose 190% year-on-year. Correspondingly, AI usage on the Trip.com platform via the TripGenie tool increased about 400%. Travelers also increasingly use AI during trips for real-time language translation, food menu searches, and hotel price comparisons, with usage rising approximately 300%. In Singapore, Malaysia, and Hong Kong, tourists often use AI for real-time travel information, while European and North American travelers prefer using AI weeks ahead to meticulously plan their trips.