HanaTour, South Korea’s top travel company, identified ‘self-centered value consumption’ as the leading 2026 travel trend and organized its insights into the acronym M.O.M.E.N.T.U.M. The concept emphasizes travel choices centered on personal values and feelings across areas like AI, wellness, and social experiences. Key trends: Mindful Value (conscious spending on meaningful or premium trips); Organic Vitality (wellness and nature-focused trips such as trekking); My AI Companion (AI services like H-AI acting as travel companions for planning and real-time support); Exciting Feeling (social-media inspired bookings driven by short-form content); Navigating Personal Taste (tailored, taste-based trips for all ages); Traveling with New People (community-style tours, e.g., the ‘Mingling Tour’ for young travelers); Unique Storytelling (expert-led or themed experiences); and Moment Seizing (impulsive, immersive short trips using XR (extended reality) content). HanaTour reported strong evidence of these shifts—rising mid-to-high price package sales, a surge in trekking reservations, rapid H-AI adoption, and successful themed products and XR live shows. They’re also running an H-AI quiz event with mileage rewards through Jan 4.
