Skyscanner has launched its Travel Trends 2027 report,
highlighting emerging travel behaviours, trending destinations and
opportunities for Saudi travellers to secure better value as they plan their
holidays for next year.
The report identifies seven key trends influencing global
travel, from digital detoxes and fitness-focused getaways to music-driven
journeys, destination-exclusive shopping and exchange-rate-conscious spending.
It combines Skyscanner’s proprietary data with insights from
more than 28,000 travellers and information from global partners, including
TikTok, ClassPass, Wise, Universal Music Group for Brands and AllTrails.
Travel demand remains strong in Saudi Arabia, with 89% of
travellers surveyed planning to holiday abroad as much as, or more than, in
2027 compared with 2026.
However, holidaymakers are increasingly focused on managing
their budgets, with 50% planning to spend more on flights and 38% expecting to
increase accommodation spending.
Bryan Batista, CEO of Skyscanner, said: “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.”
Seven trends shaping travel in 2027
The first trend, Signal Severance, reflects growing
demand for holidays that offer a break from constant digital connectivity. Some
12% of Gen Z travellers surveyed in Saudi Arabia plan to disconnect as much as
possible during their next holiday.
Search interest in nature-oriented destinations is also
increasing, with Auckland recording a 43% year-on-year rise, Helsinki 41% and
Sakaka 36%.
Pilgra-merch highlights the growing appeal of
travelling to purchase exclusive products, from regional clothing to artisanal
crafts.
According to the report, 73% of Saudi travellers surveyed
visited a specific destination or store in the past year to buy a
location-exclusive item.
Globally, TikTok video views for #TraderJoesTote surged
1,928% year-on-year, reflecting the influence of viral products on travel
decisions.
Multi-Mooning points to couples celebrating their
relationships through several trips rather than relying on a single honeymoon.
In Saudi Arabia, 34% of respondents prefer multiple holidays
or “mini-moons”, rising to 39% among Gen Z and 34% among Millennials.
The Grand Odysseys trend reflects growing interest in
historical sites, ancient civilisations and journeys inspired by classic
stories.
Among Saudi respondents whose travel plans were influenced
by historical events, myths or classical stories, 42% cited epic films and
television productions such as Gladiator and The Odyssey.
TikTok engagement also increased, with views of cinematic
travel content rising 346% and posts featuring #HeroJourney gaining 452%.
Fitness is another growing influence under Gym-cation.
Some 89% of Saudi Millennials surveyed said they would definitely book, or
would likely book, a hotel offering breakfast focused on nutritional
performance.
Meanwhile, 41% of Gen Z respondents actively seek on-site
fitness facilities and would choose a hotel based on a stronger fitness
offering. TikTok recorded a 659% year-on-year increase in views of “Gym Hotel”
content.
Under Sound Bound, music and cultural experiences are
increasingly shaping destination choices beyond major stadium concerts.
Carnival experiences appeal to 27% of both Gen Z and
Millennial respondents in Saudi Arabia, while 29% would prefer music-based
events in distinctive settings such as volcanoes, pyramids and caves.
The final trend, Currency Chasers, reflects
travellers’ efforts to maximise purchasing power by selecting destinations with
favourable exchange rates.
Among Saudi travellers who consider currency movements, 57%
have changed their holiday destination because another location offered better
value, including 68% of Gen Z and 56% of Millennials.
Trending destinations and lower airfares
Bishkek, Kyrgyzstan, recorded the largest year-on-year
increase in searches among Saudi travellers, rising 109%, according to
Skyscanner.
Ankara in Türkiye followed with an 83% increase, while
searches for Da Nang in Vietnam climbed 70% and Nairobi in Kenya rose 69%.
The report also identified destinations offering lower
average airfares compared with the previous year. Melbourne, Australia,
recorded a 37% decline, followed by Berlin, Germany, at 34%, and Rabat,
Morocco, at 31%.
Within Saudi Arabia, average airfares to AlUla fell 20%,
presenting a lower-cost opportunity for travellers interested in the Kingdom’s
heritage and desert landscapes.
AI, social media and changing priorities
Price continues to influence travel planning, with “Cheap
flights” emerging as the most popular prompt globally on Skyscanner’s Explore
with AI tool over the past six months.
The findings underline the growing role of technology in
helping consumers identify affordable travel options.
Social media remains a major source of inspiration for Saudi
travellers.
TikTok leads at 58%, followed by YouTube at 53% and
Instagram at 41%, while 26% rely on recommendations from family, friends or
other personal contacts.
The report also examined the priorities of future adult
travellers through a separate survey of 100 17-year-olds in Saudi Arabia.
Safety was the
leading consideration when choosing future destinations, cited by 43%, followed
by weather at 39%.
Budget airfares, experiencing local cultures and language
each accounted for 31%.
Travel may also influence education decisions, with 42%
saying they would consider a university, course or further education
opportunity based on the chance to travel or live somewhere new.
The findings suggest that Saudi travellers will continue
prioritising international holidays in 2027 while seeking greater value,
flexibility and experiences that reflect their personal interests.
From nature escapes and historical journeys to
fitness-focused stays and music-led adventures, Skyscanner’s report points to a
market increasingly shaped by individual preferences and smarter spending. -TradeArabia News Service