A new behavior among travelers – called ”travel mixology” – is changing the way trips are planned, according to Amadeus’ report Travel Trends 2026, where more and more people are combining multiple platforms and technologies to put together their journey.

Instead of following a straightforward booking process, many travelers today start with inspiration on social media platforms like TikTok, Instagram, or YouTube. This can range from natural scenes in the Azores to restaurants in Bangkok or hotels in Albania.

According to TikTok, targeted travel searches on the app have increased by 131 percent year-over-year, with nearly half of users searching for travel content every week. Meanwhile, Amadeus shows that user-generated video content was one of the most influential sources of travel searches in 2025 – surpassed only by recommendations from other people.

Once travelers have an idea, planning continues by comparing flights, hotels, and activities on various sites, often with the help of AI tools. The information is then double-checked via forums and platforms like Reddit, TripAdvisor, and Google.

Although AI makes planning easier, there is also growing skepticism. Problems such as misinformation, so-called AI hallucinations and deepfakes mean that many people are instead turning to sources that are perceived as more genuine and human.

The result is a new type of traveler – the ”travel mixologist” – who combines inspiration, data and first-hand experiences from multiple sources to create a more personalized journey.

For the travel industry, this development presents both opportunities and challenges. When inspiration occurs across multiple platforms, companies risk losing customers before the actual booking takes place.

According to Amadeus, it is therefore becoming increasingly important to be present in both AI-driven searches and authentic, user-generated content. The goal is to tie inspiration and booking together in a single flow.

“Travel mixologists don’t follow a linear path to booking. They explore, compare and gather information before making a decision. The opportunity for travel brands lies in this phase where trust is built and decisions are formed,” says Julian Troubridge at Amadeus.

To meet this development, Amadeus is investing in solutions that combine AI, local content and inspiration from creators in a common platform – with the goal of making the path from inspiration to booking both smoother and more reliable.