Travelers Prioritize Experiences Over Attractions, Say American Express Report

A new report from American Express Travel highlights four major trends shaping travel behavior in 2026. According to the survey, 40% of respondents worldwide plan to spend more on travel than they did in the previous year.

The first trend is 'Miles on Milestones,' where travelers take trips to mark significant events in their lives or those of friends and family. Some 66% of respondents worldwide plan to take at least one trip in 2026 to celebrate an important milestone for someone else, with nearly 50% extending the trip by three to four days.

The second trend is 'Sight-Doing,' where travelers seek out local workshops or activities that allow them to participate actively and connect more deeply with their destination. Some 79% of Millennials and Gen Z say they are likely to seek out such experiences, while 82% believe learning a new skill during a trip creates a more memorable experience.

The third trend is 'Lore Chasing,' where travelers seek experiences that can be turned into personal stories and lasting memories. Some 87% of respondents worldwide say they want to leave room in their travel itinerary for unexpected local discoveries, while nearly 75% are willing to do something adventurous or outside their comfort zone.

The final trend is 'Snackpacking,' where travelers seek out small, local culinary experiences. Some 89% of Millennials and Gen Z consider it important to leave time in their holiday itinerary to try local snacks, with street food and food carts being the most popular places for finding them.