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BERLIN, Germany – GetYourGuide, a leading global online marketplace for unforgettable travel experiences, launched its first Hidden Trends List 2026. Powered by data from millions of real travelers, the list highlights six trends set to shape travelers’ choices next year and beyond.These insights reaffirm that experiences are the foundation of travel today.
The data shows that travelers value guided tours as the centerpiece of their trips as travelers opt to learn, taste and experience. Highlights include:
- Birdwatching takes flight: 54% of travelers would consider birdwatching on their next trip.
- Coffee culture > clubbing: 1 in 3 travelers now rank a destination’s coffee scene above its nightlife when planning travel.
- Skills over souvenirs: Bookings for workshops are up 59%, and 31% of Gen Z would rather come home with a new skill over a souvenir.
“Travel now means tapping into real connections, not ticking off landmarks,” said Jean-Gabriel Duveau, VP of Brand at GetYourGuide. “Our analysis of booking drivers revealed that travelers are choosing activities that challenge and change them,” said Duveau.
Espresso-nists
In 2026, the pursuit of the perfect cup of coffee is worth crossing continents for, whether it’s sipping brews on a Kenyan coffee farm or pulling espresso in a Roman café.
The numbers say it all: one in four Millennials (25%) would pick a destination just for its coffee scene, while a third of travelers (33%) now rank coffee culture above nightlife when planning their next getaway. GetYourGuide customer data reflects the trend: coffee tour bookings rose by 54% in 2025 vs. the same period in 2024.
“The Espresso-nists of tomorrow want to learn the true origin of their cup of coffee,” said Matteo Di Lorenzo, guide at Specialty Coffee Workshop & Tasting in Rome. “In Rome, the coffee culture has evolved, with traditional cafes accompanied by new wave establishments. But unwritten rules still exist, like no cappuccinos after noon,” said Di Lorenzo.
