New research claims that while the desire to explore remains strong among modern travellers, confidence to commit has become increasingly fragile.
Up In The Air explores how more than 11,000 culture seekers across Australasia are navigating travel, discovery and decision-making in 2026. It has been produced by leading cultural platform, Urban List.
The report uncovers a growing tension at the heart of modern travel behaviour, revealing a generation caught between wanderlust and hesitation.
Among the findings:
- 77% say global instability is impacting their travel decisions
- 67% feel more cautious about travel than they once did
- 49% describe themselves as “cautious but willing” when it comes to booking big trips
- Four in five say they will book quickly when influenced by the right recommendation.
The findings suggest the travel industry is facing a confidence challenge rather than a demand challenge.
Jacqui La’Brooy, Urban List CEO, said the report reveals a significant shift in the role brands must play if they want to influence modern travel decisions.
“Travel remains one of the most emotionally important categories in our audience’s lives,” she added.
“What has changed is the amount of consideration that now sits between wanting to go and actually booking.
“Brands have become incredibly good at inspiring people. The bigger opportunity now is helping them feel confident enough to act.
“People are still dreaming, saving, researching and sharing travel ideas. They’re just carrying more variables into every decision.
“Cost, timing, world events and personal bandwidth are all influencing whether a trip moves ahead or sits on the back burner.”
“What we’re seeing is a generation spending longer in the decision phase. The travel brands that succeed will be those who can reduce friction, build confidence and help people move from maybe to booked,” commented Hamish Taylor, Urban List Head of Strategy.
The report did reveal some good news for domestic tourism. As larger trips become harder to lock in, many culture seekers are recreating the emotional benefits of travel closer to home through dining, local experiences, short stays and spontaneous escapes.
The traditional definition of travel is broadening, creating new opportunities for brands across tourism, hospitality, retail and lifestyle sectors.
Maisie Gray, Urban List Commercial Content Strategist, said the shift is creating entirely new pathways for discovery.
“We’re seeing people seek novelty more often, but in smaller and more immediate ways,” she added.
“The overnight stay, the regional lunch, the spontaneous weekend away or the restaurant everyone in the group chat is talking about are all playing a bigger role in how people experience exploration.”
Up In The Air explores five emerging shifts shaping travel behaviour in 2026, including the rise of flexible travel planning, the growth of local exploration, the increasing influence of dining on travel decisions and the widening gap between inspiration and action.
The report is available on request through Urban List.
