World-leading travel app Skyscanner has officially launched its Travel Trends 2027 report revealing next year’s top trending and best value destinations as well as showcasing the seven key trends influencing traveller behaviour and key shifts in the travel industry in the coming year.
In a fragmented and often overstimulating world, travellers are increasingly seeking value not just in what they spend but what they gain. Whether that means unplugging completely, journeying for an exclusive purchase, maintaining a workout routine on the road, or chasing a favourite sound across borders – getaways now mirror how we choose to live.
Travel demand remains positive in Saudi Arabia – with 89% of travellers surveyed planning to holiday abroad as much, if not more, in 2027 compared with 2026. Holidaymakers are prioritising their travel budgets: 50% have budgeted to spend more on flights and 38% on accommodation. Smart search tools can help travellers stretch every riyal further.
Bryan Batista, CEO of Skyscanner comments on the emerging travel trends: “Travel is entering a new era. As people become more intentional about how they spend their time and money, they’re making different choices about where they go, how they book and what creates lasting value. They’re prioritising meaningful experiences over material possessions, seeking confidence in every booking decision, and, in some cases, using AI during the planning process. At the same time, geopolitical instability is making travellers more conscious of risk, increasing the importance of trusted information, flexibility and transparency.”
Combining exclusive Skyscanner proprietary data with insights from more than 28,000 travellers and supporting data from trusted global partners including TikTok, ClassPass, Wise, Universal Music Group for Brands, and AllTrails, the seven trends shaping travel in 2027 include:
1. Signal Severance
12% of Gen Z travellers surveyed in Saudi Arabia plan to get offline or disconnect as much as possible on their next holiday. Driven by digital fatigue and constant connectivity, travellers are logging off to tune back in – with remote travel replacing endless scrolling with shared moments and deeper conversations. Saudi search data also shows rising interest in destinations suited to an escape into nature, including Auckland (+43% year-on-year), Helsinki (+41%) and Sakaka (+36%).
2. Pilgra-merch
The best keepsakes are the ones you have to travel for. Travel Trends 2027 research found that travellers are building itineraries around unique regional apparel, artisanal crafts and location-exclusive items. 73% of Saudi travellers surveyed visited a specific destination or store in the past 12 months to purchase a location-exclusive item. Driven by viral phenomena, Travel Trends 2027 global insights partner TikTok has seen a massive +1,928% Year-on-Year surge in video views for #TraderJoesTote, with over 435k videos posted year-to-date combining tags like #TraderJoesTote, #RitzParis and #Merch.
3. Multi-Mooning
One honeymoon no longer has to do it all. Couples are spreading romance across a series of meaningful escapes, from mini-moons just after the wedding to dream trips years later. 34% of Saudi travellers surveyed would prefer multiple holidays or “mini-moons” to celebrate a honeymoon, including 39% of Gen Z and 34% of Millennials.
4. Grand Odysseys
In a fast-paced world, history offers context, grounding travellers in timeless human stories. Whether following sacred walking trails or exploring legendary ruins, modern tourists are turning to the past to enrich their present. Among Saudi respondents whose travel plans had been inspired by classical stories, myths or historic events, 42% cited epic films and TV such as Gladiator and The Odyssey as an inspiration. Meanwhile, TikTok engagement is surging, with video views spiking +346% for cinematic travel content and +452% for posts featuring #HeroJourney.
5. Gym-cation
Health and fitness travel is inspiring people to seek out destinations where staying active and prioritising protein-rich healthy choices is as easy as sightseeing. 89% of Millennials surveyed in Saudi Arabia say they would definitely book, or would be likely to book, a hotel offering breakfast focused on nutritional performance. 41% of Gen Z respondents in Saudi Arabia actively seek on-site fitness facilities and would choose one hotel over another for a better fitness offering. TikTok has also found a +659% Year-on-Year increase in video views for “Gym Hotel” content.
6. Sound Bound
Music has become one of the biggest drivers of global travel, but beyond stadium tours, regional sounds and local culture are driving destination choices. Carnival experiences appeal to 27% of both Gen Z and Millennials surveyed in Saudi Arabia. Meanwhile, 29% of Saudi travellers surveyed would prefer to attend music-based experiences in unique venues such as volcanoes, pyramids and caves.
7. Currency Chasers
Savvy spenders can make their money go further in 2027 by actively matching destinations to take advantage of positive foreign exchange rates. Among Saudi travellers surveyed who take currency into account, 57% have switched holiday destinations because the exchange rate made an alternative cheaper to visit, including 68% of Gen Z and 56% of Millennials.
Trending & Best Value Destinations
Skyscanner’s experts have highlighted the 10 destinations seeing the biggest year-on-year search surges among Saudi travellers. Bishkek in Kyrgyzstan leads with a 109% increase, offering mountain scenery, outdoor adventures and local markets. Ankara in Türkiye follows with an 83% rise, while Da Nang in Vietnam (+70%) and Nairobi in Kenya (+69%) point to interest in coastal escapes and nature-led holidays.
For Saudi travellers looking to stretch their holiday budget further in 2027, Skyscanner’s experts have identified the destinations where average airfares have fallen most year-on-year. Melbourne, Australia leads with a 37% drop, followed by Berlin, Germany (-34%) and Rabat, Morocco (-31%). Domestic travel also features in the best-value list, with airfares to AlUla down 20%, offering an opportunity to explore the Kingdom’s heritage and desert landscapes.
Horizons: The Future of Travel
Travel Trends 2027 research suggests that Saudi holidaymakers are protecting their travel plans, with 89% planning to holiday abroad as much, if not more, in 2027. Half (50%) have budgeted to spend more on flights, while 38% plan to spend more on accommodation.
Unsurprisingly, price is driving destination choices. “Cheap flights” was the single most popular prompt globally in Skyscanner’s Explore with AI tool over the past six months as savvy consumers use tech to stretch their holiday funds.
For trip inspiration, social platforms lead among Saudi travellers surveyed: TikTok is the most widely used source (58%), followed by YouTube (53%) and Instagram (41%). Word-of-mouth recommendations are used by 26%.
Looking ahead to the next wave of adult travellers, a separate survey of 100 17-year-olds in Saudi Arabia found that safety (43%) and weather (39%) were the most frequently selected priorities for choosing future holiday destinations. Budget airfares, experiencing local cultures and language followed at 31% each. Travel could also shape their next steps: 42% would consider a university, course or further education option based on opportunities to travel or live somewhere new.
