Group travel is evolving fast. If you’re in destination marketing or selling group experiences, you need to lead—not follow. Here are five big shifts we’re seeing for 2026 and exactly what to do about them now.
1 | Micro-Groups Rule the Road
Gone are the days when “group” meant 50-plus bodies and one standard itinerary. Smaller, tighter groups built around special interests—wellness, hobbies, friend reunions, multi-gen families—are becoming the norm. Data shows the global travel industry is entering a growth phase, with total travel levels forecast to grow approximately 5.8% annually through 2032. (Bandwango, Youli, SmartFlyer)
Action Step: Build a specific offer for 10-25 people. Package it with a distinct theme (e.g., “Friends Food & Photo Tour”) and make it plug-and-play for planners. Make the inquiry process simple.
2 | Tech and AI Will Scale, but Not Replace Your Human Edge
Travel-planning tech is advancing. Among key 2026 trends: personalization, AI-driven planning, and seamless mobile experiences. (gourmetmarketing.net, Youli)
But group travel still hinges on relationships.
Action Step: Equip your sales team with an AI-enabled “group prospect sheet”—auto-populated fields like group size, interests, and booking window—so the rep enters the conversation already aligned with their group’s mindset.
3 | Print & Digital Work Best (Yes, Print Still Matters)
Digital gets the hype. But many destinations are rediscovering print’s value—especially for inspiration and trust. One report positions 2025-26 as a tipping point for experience-driven travel and personalised stories. (Bandwango)
Action Step: Create a blended campaign: Use digital to drive awareness and capture leads, and use a tactile print piece (e.g., a high-quality micromagazine) in the planner’s hands to reinforce credibility and move them down the funnel.
4 | ROI Gets Rewritten—and You Must Lead That Rewrite
Room nights still matter. But in 2026, group travel success is going to be measured in bigger ways: repeat visits, referrals, user-generated content, and social reach. For example, one trend report highlights how traveler behavior is now shaped more by meaning, not just logistics. (CoStar)
Action Step: Build a measurement dashboard for your team with new KPIs:
- “Percentage of group planners who return next year”
- “Average size of groups upsold or upgraded”
- “Number of social posts created by group attendees that mention the destination”
Then share these metrics with your stakeholders.
5 | Partnerships Win—You’re Not Just Selling, You’re Co-Creating
Group planners are looking for more than destination brochures. They want a partner who understands their goals, provides flexibility, and solves problems. The 2026 travel outlook reinforces this: Experience, authenticity, and collaboration are key. (Youli, SmartFlyer)
Action Step: Develop a “Group Planner Playbook” for your team. Include: standard response timeline (e.g., 24 hours), preferred vendor list, sample packages for different group types, and special perks for return planners. Make the playbook available on your website so planners see you’re prepared.
Final Thought
The destinations that win in 2026 will be the ones that connect people—not just promote places. They’ll act less like advertisers and more like facilitators of shared experiences. If this article makes you feel a little behind, good. Let it fuel your focus. This is your moment to step up.
Ben DeVries is the B2B Sales Manager for Greenspring Media’s Group Tour and Meetings + Events titles as well as the Account Executive, Group Tour Magazine for Michigan, Indiana, Wisconsin, and Minnesota. With years of experience in travel marketing, content creation, sales, and media consulting, DeVries shares his valuable insights into the world of group travel. To read more of his work, check out his LinkedIn.
