Glowcation trend focuses on holistic beauty and wellness

A new travel trend known as ‘glowcation’—a combination of ‘glow’ and ‘vacation’—is gaining traction, focusing on holistic beauty and wellness. According to a Booking.com survey of over 29,000 people across 33 territories, approximately 80% of respondents expressed interest in glowcations for 2026.

This trend emphasizes travel designed around physical and mental rejuvenation rather than just sightseeing. Travelers are increasingly selecting destinations based on specific wellness and beauty practices, such as meditation retreats or specialized skincare treatments, to combat work-related burnout and stress.