As 2026 approaches, the definition of travel is shifting from a mere "traditional vacation" to a unique, personalised experience that reflects travellers' interests and passions. This is what the Skyscanner Travel Trends Report for 2026 reveals, highlighting seven key trends that will define how, where, and why Saudis travel in the coming year.
According to the report, the focus is no longer just on the destination itself, but on the entire experience the traveller lives; from the hotel they stay in, to the activities they pursue, and the people they meet. A quick look at the numbers shows:
- 63% consider the price of accommodation to be the most influential factor in choosing their destination
- 69% are willing to travel with the specific goal of meeting new people
- 89% have begun exploring the idea of travelling to the mountains or cooler, higher areas
- 51% of Saudis bought beauty or skincare products during their international trips
These indicators clearly show that 2026 will be the year of "Identity-Driven Travel," where every traveller chooses a trip that expresses who they are, not one that mirrors others.
Let's take a look at the 7 trends identified by this study:
1. Destination Hotels: When Accommodation Becomes the Experience
In previous years, accommodation was often a mere detail within travel plans, but today it is transforming into the main reason for choosing a destination. 68% of Saudis said they chose their destination based on the hotel or resort they wished to stay in.
This trend reflects the rise of the "Destination Hotel" category — hotels and resorts that offer comprehensive experiences which make visitors feel as though they do not need to leave. Whether they are mountain resorts in Europe, beach hotels in Asia, or luxury properties within the Kingdom itself, the focus is squarely on luxury, comfort, and architectural distinctiveness.
2. Travel for Beauty: Skincare in the Suitcase
Beauty and personal care have become an integral part of the travel experience. 51% of Saudis have purchased beauty or skincare products on previous trips, while 41% plan to engage in beauty experiences on their upcoming holidays—from visiting beauty stores to receiving specialised treatments.
Notably, 40% of respondents believe these treatments are cheaper abroad, making travel an opportunity for both enjoyment and benefit. Asian and European destinations known for their spa and skincare treatments are expected to feature prominently in Saudi travellers’ plans for 2026.
3. Shopping to Discover Culture: The Supermarket as a New Tourist Destination
While some focus on visiting museums and landmarks, 83% of Saudis find visiting a local supermarket to be an equally enjoyable experience. This behaviour reflects a growing desire to discover the daily culture of countries through their local foods and products.
43% of respondents indicated a desire to try foods and snacks unavailable in Saudi Arabia. Instead of settling for fine dining, many are searching for those small details that give a trip a different flavour.
4. The Charm of the Mountains: Altitudes Outperform Beaches
It appears the mountains will be the preferred destination for Saudis in 2026. 89% said they are considering a summer or autumn trip to the highlands, and 35% are planning hiking trips. The clean air, cooler climate, and natural serenity are all factors that have made the mountains a strong competitor to beaches.
This trend also aligns with the spread of "Slow Tourism," where travellers choose destinations far from noise and crowds.
5. Travel for Books: When Literature Leads Us to the World
Literature has become a true motivator for travel. 66% of respondents consider reading time an essential part of the journey, while 73% said they have considered booking a trip inspired by a literary work.
It might be a classic novel that inspires a visit to a European city, or a modern book that sparks a desire to explore Japan. Literature-inspired travel provides the traveller with a deep emotional and cultural experience that extends beyond mere pictures and sights.
In an increasingly connected world, the number of Saudis travelling with the goal of socialising and networking is rising. 69% said they have considered international travel to meet new people, while 38% feel more freedom when interacting with strangers.
This trend reflects a shift toward more social trips — whether through travel groups, international workshops, or shared experiences such as sports and cultural excursions.
7. Family Journeys: Multi-Generational Travel
Family trips are no longer limited to just children and parents. 38% of Saudis plan to travel with their extended families in 2026, while 26% have already travelled with their parents or grandparents in the past two years.
This trend reflects a desire to create lasting, cross-generational family memories, especially in destinations that offer experiences suitable for both adults and children, from cruises to mountain resorts.
Destinations are no longer just points on a map
Released every year, this Skyscanner travel trends report indicates that Saudis are planning their next holidays in a more conscious and detail-oriented manner. Travel is no longer just a means of escaping the routine, but a way to express oneself and build unforgettable personal experiences.
To view the full 2026 Travel Trends Report, click here.
@skyscanner
