Today’s travelers plan trips around what they want to do, not just where they want to go. Our 2026 Trendcast proves it: experience bookings are up 18% year over year, from food pilgrimages to fitness excursions to pet travel. For brands, this is a chance to meet high-intent travelers at the exact moment they’re choosing where to push their limits. In our Trendcast: Trend Report series, we unpack the demand, the audience, and the brand opportunity behind each trend. First up: Sweat Jetting—how fitness, sport, and recovery have become a defining force in travel today.
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