Global Compass 2026
The Places (In) Between
2 February 2026, United Kingdom- Travel is the balance of dreams and doing, of large scale and local soul. Yet we see brands lean more heavily into one extreme or the other, choosing sides rather than navigating the space where ideas collide. As old certainties become new realities in 2026, we believe that the greatest opportunities will be found in the spaces (and the places) in between.
Middle (Class) Majority
In 2025, the middle class became the global majority for the first time ever. Travel is a luxury they can finally afford, but they’re increasingly finding it unaffordable.
Digital (R)Evolution
Website personalization is really just audience segmentation, but AI interactions are showing consumers what true personalization feels like. And they expect more in 2026.
The (Anti)Event Traveler
The opportunities to capture global event travelers in 2026 are many, just like the number of other brands vying for these travelers’ attention. But there’s a hidden opportunity.
(Green) Glove Treatment
As experience overtakes optics for luxury travelers, they’re seeking a new sort of extravagance: eco-conscious exclusivity.
Community (as a) Service
Subscriptions have moved past consumption to community, creating travelers who put the “loyal” in “loyalty program.” But the implications (and opportunities) are even greater.
Stay(cation) Positive
Travelers around the world are rediscovering what it truly means to be a resident, and DMOs that support their exploration will gain more benefits than they expect.
Our 2026 Global Compass is here to guide brands ready to act with boldness.