As autumn arrives, the travel industry is already looking ahead to 2027, and the latest predictions from UK-based marketing firm Lemongrass suggest a significant shift in how Europeans will approach their holidays. The report, which draws on consumer behaviour and industry insights, points to the rise of the “anti-optimised” holiday – a deliberate move away from packed schedules and checklist tourism.
“For years, travel has been caught up in the language of optimisation – more destinations, more experiences, more personalisation and more efficiency,” said Mirjam Peternek McCartney, CEO and Founder of Lemongrass Marketing. “But our 2027 trends suggest that travellers are beginning to ask a much more human question: how do I want to feel?”
This recalibration is not about rejecting technology or luxury, she explains, but about seeking travel that “gives something back – whether that means feeling calmer, understanding a place more deeply, connecting with other people, or simply having the freedom to enjoy a moment without having to maximise it.”
The anti-optimised holiday
The core trend is a move away from cramming every minute with activities. Instead, travellers are choosing fewer destinations, simpler itineraries, and longer stays, allowing for spontaneity and genuine rest. The new luxury, the report suggests, is having nowhere to be.
This aligns with other industry forecasts, such as Hilton's 2027 outlook, which also highlights a preference for shorter, more flexible trips and a focus on nature and wellness.
Wellness evolves: nervous system design
Wellness travel is moving beyond spa treatments and biohacking. Hotels and destinations are now designing entire environments – from lighting and sound to access to nature and opportunities for social connection – to naturally help guests slow down and recover. The goal is to leave feeling better, not just to tick off a wellness checklist.
From bucket list to depth list
As AI becomes more prevalent in travel planning, there is a growing appreciation for what algorithms cannot provide: context, curiosity, and human insight. Travellers are increasingly seeking expert-led tours, cultural trails, and conversations with locals, prioritising understanding over simply seeing sights. This shift is part of a broader trend of travellers breaking their own rules and seeking more authentic experiences.
Epistemic vigilance and the AI trust gap
With AI-generated content and synthetic images proliferating, travellers are becoming more discerning about information sources. First-hand experience and local knowledge are gaining value, and travellers are more likely to trust operators who can say “we’ve been there and seen it first-hand” rather than relying on AI-generated recommendations.
The report also identifies other trends for 2027, including a growing market for men’s wellness, climate-resilient destinations, citizen science, and “giving journeys” that support local communities. Sustainable travel is increasingly seen as an experience enhancer rather than a compromise – for example, rail travel offers scenic, comfortable journeys that are also lower-impact.
These shifts reflect a broader European desire for more meaningful travel, a theme echoed in Uzbekistan's tourism boom, where longer stays and higher spending are already being observed. As travellers embrace doing less, the industry is adapting to meet a demand for depth, connection, and genuine rest.
