We no longer travel just to see places; we travel to find ourselves. According to the latest analysis by t2ó Industry 2026, the tourism sector is moving toward a model where meaning and identity are everything. The traveler of 2026 avoids pre-packaged trips and clone-like destinations, seeking experiences that reflect who they are.
In this new scenario, technology is not a barrier but a bridge: from Artificial Intelligence acting as a personal concierge for Generation Z, to invisible innovations like biometrics or contactless payments that remove friction along the journey. But which trends will truly dominate the market in an environment where the value of technology varies by age or traveler origin?
This shift is redefining the concept of luxury, focusing on high-quality accommodations, top-tier gastronomy, operational flexibility, and personalized service. Travelers also positively value technological innovations aimed at sustainability, such as automated systems or the use of robots in various processes.
What will you find in the “Digital Trends in Tourism 2026” report?
This study breaks down the five pillars transforming the industry, offering a strategic view of what travelers will encounter in 2026:
- Artificial Intelligence: Established as a key element to fully personalize experiences and optimize processes like offer selection and reservation management.
- Virtual Reality: Tools that do not replace physical travel but inspire it; experiences such as those at the Great Barrier Reef have been shown to increase booking requests by up to 40%.
- Robotics:Automation solutions useful for hotels, adding value in dining (buffet, table service, or delivery) and cleaning, always analyzing where technology enhances human work.
- Big Data:The engine to diversify offerings by listening to a rapidly changing demand that decides in seconds from their mobile device, enabling products to adapt to new consumption models.
- Other trends:Innovations such as mobile projection mapping, exemplified in Disney Destiny, which uses sensors and laser projectors to deliver unique immersive visual experiences.
Additionally, industry leaders share their strategic insights:
- Antonio César Montes Gascón: Marketing and Technology Director at Record Go
- Jordi Ortega: Digital Business Director at Sercotel Hotel Group
- Raúl Blanco Díaz: Chief AI Officer at Neobookings
Use Cases: Technology in Action
- Artificial Intelligence: Tailoring each experience to the traveler profile.
- Royal Caribbean: AI used to reduce food waste by over 35%
- Palladium: Advanced analysis to anticipate each guest’s needs
- Spanish OTA: Designing complex itineraries and custom multi-destination trips
- Enaire: Improving air safety and efficiency through the 2030 Flight Plan
- Royal Caribbean: AI used to reduce food waste by over 35%
- VR / AR: Much more than immersive experiences
- MSC Cruises: Generating emotions and connection with exclusive destinations through VR
- Norwegian Cruise Line: Interactive entertainment and digital sports with LED floors and virtual reality
- Celebrity Cruises: AR applied to culinary experiences with “Le Petit Chef”
- Zemi Miches Punta Cana: VR escape rooms targeting teen audiences
- MSC Cruises: Generating emotions and connection with exclusive destinations through VR
- Robotics: Increased operational efficiency
- Intec Robots: Collaborative and interactive robotic bars
- Hotel RH Corona del Mar: Technology usability lab for senior travelers
- Zerith H1: Development of autonomous humanoid robots for maintenance and cleaning
- Centro Bit / Ibosim Robotics: Process automation to allow staff to focus on hospitality
- Intec Robots: Collaborative and interactive robotic bars
- Big Data Analytics: The invisible engine
- Turismo de Ecuador: Competitive model based on open data and advanced analytics
- Vueling: Route optimization to achieve net-zero emissions
- Gremi d’Hotels de Barcelona: PREVEO platform to anticipate demand peaks during city events
- Mabrian: Data intelligence to monitor and manage tourist housing offerings
- Turismo de Ecuador: Competitive model based on open data and advanced analytics
- Other trends: Mapping, Tap to Pay, and IoT
- Mapping: The moving visual spectacle on Disney Destiny
- Tap to Pay: Secure and convenient payments via devices like Princess Cruises’ “OceanMedallion”
- Digital Twins: The pioneering case of Mar Menor for smart and sustainable tourism management
- Mapping: The moving visual spectacle on Disney Destiny
Download the full report for free: “Digital Trends in Tourism 2026” here.
If you want to stay updated with the latest trends in other sectors, check out all the reports from t2ó Industry.
