The travel industry is buzzing.
Hilton’s recently released 2026 trends report didn’t just predict the future; it validated a massive shift we’ve been advocating for years here at The Travel Coach Network.
The key prediction?
2026 will be the year of the “Whycation” and intentional itineraries.
This isn’t just a catchy phrase.
It signals a fundamental, industry-wide move toward purpose-driven travel.
And for The Travel Coach Network (TCN), this is a monumental moment.
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About the Author: Sahara Rose DeVore
Hi, I’m Sahara Rose DeVore
I’m a world traveler turned entrepreneur, and the founder of The Travel Coach Network and the first ICF-accredited Travel Coach Certification Program™.
After solo traveling to 84+ countries and building a purpose-driven travel business, I now empower fellow wanderers and wanderlusters to turn their passion for travel into meaningful, impactful careers.
My work has been featured in 175+ media outlets including Forbes, CNN Travel, and Condé Nast Traveller.
Learn more about me and The Travel Coach Network when you click here.
The Silent Purpose Behind Every Trip
During my decade of solo travel to 84 countries and through thousands of conversations with fellow adventurers, I recognized something critical: travel was never just a ‘vacation.’
Even the most relaxing getaway has an underlying purpose… a deep, personal motivation for why we choose to go.
Yet, for years, the industry overlooked this.
There’s Been a Focus On Marketing
For decades, the engine of the travel industry was driven by a single objective: maximizing bookings and increasing sales.
This singular focus shaped almost every piece of marketing material, resulting in campaigns that emphasized surface-level benefits rather than deep personal value.
Everything centered on selling ease, abundance, luxury, and speed.
We were promised seamless transfers, endless buffets, five-star accommodations, and lightning-fast trips designed to pack the most sights into the fewest days.
The message was clear: Buy this trip because it is the most comfortable, the most glamorous, and the most efficient way to see a checklist of destinations.
While these aspects are certainly appealing, they often eclipsed the deeper, more meaningful reasons people choose to travel in the first place, reducing the experience to a high-priced commodity.
Reach Over the Real Reason
Travelers were not encouraged to think deeply about their “why.”
The industry structure prioritized broad reach (getting the same message in front of as many eyes as possible), over delivering genuinely personalized value.
As travel professionals, we were often told to just reach as many people as possible, leveraging the same old, mass-marketed messages about “getting away” or “treating yourself.”
The strategy was based on volume, not validation.
The result?
A massive gap between what the industry was selling (a destination or a hotel) and what the traveler was truly seeking (reinvention, connection, or clarity).
This approach treated travel as a transactional product, not as a transformative tool, failing to tap into the powerful emotional and psychological motivations that actually drive long-term traveler loyalty and fulfillment.
Moving Beyond the Destination
Today’s travelers are moving away from merely focusing on where they are going and are instead asking deeper questions about the meaning of their journey.
They are seeking:
- Reinvention and self-discovery
- Deeper connection
- Personal growth and clarity
- Emotional and life alignment
This powerful shift confirms the foundational principle that TCN has championed since day one: Travel is most impactful and transformative when it is intentional, personalized, and aligned with individual needs and desires.
The “why” behind travel isn’t a fleeting trend; it’s an industry-wide paradigm shift.
This realization will transform:
- How travel advisors are trained.
- The types of experiences hotels offer.
- How brands differentiate themselves.
- How destinations attract their ideal visitors.
Listen to a recent interview I did with Robin Lawthers, VP of Expedia TAAP – where we discuss the recent trends of travelers prioritizing the experience of going to the mountains, versus focusing on particular, mountainous destinations.
The Essential Role of the Travel Coach
The rise of the “Whycation” trend is a definitive validation of travel coaching.
At its core, travel coaching helps clients identify the true “why” behind their desire to travel and then translates that purpose into a perfectly aligned travel experience.
As travelers demand a shift from surface-level tourism toward meaningful, values-based travel planning, the role of a travel coach becomes not just relevant, but absolutely essential.
The TCN methodology is designed specifically for this new era.
The Whycation trend highlights the growing demand for:
- Customized itineraries
- Wellness-oriented journeys
- Slow travel experiences
- Multi-generational trips
- Experiences built around inner fulfillment
These specialized areas align directly with the skills we teach our coaches: understanding traveler psychology, facilitating deep thought, guiding intentionality, and empowering trips that support emotional, mental, and lifestyle goals.
In essence, Hilton’s report underscores a global movement toward the very concepts that The Travel Coach Network has been educating on for years: prioritizing purpose, personalization, and emotional intention as the core drivers of modern travel.
Read the full Hilton report here: https://stories.hilton.com/releases/2026-trends-release
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Free Resources for Future Travel Coaches
Check out these other free resources for aspiring travel coaches:
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