As we ease into 2026, can we assume that enough time has passed for us to acknowledge the impact the Covid-19 pandemic had on our attitudes to travel, consumerism, relaxation, and perhaps life as a whole? Is it time? Or is it still too soon? If running the whole gamut is a step too far at this stage of the year, let’s instead just focus on the good stuff – how we want to holiday.
Reports coming from within the travel industry show that while the fiscal impact of the pandemic has almost been erased, there remain some changes that are refusing to shift – namely, how and when consumers travel. Here, irrespective of generation, habits show no signs of returning to our pre-Covid attitudes. What we want to experience, and how and where, have changed irrevocably.
Pre-Covid, we were all about the hustle, hitting destination after destination, staying in brand hotels that we knew delivered a certain level of service, and adopting a tick-the-box approach to travel. Familiarity and ease won out over exploration every time.
Now, we are looking for slow, experiential travel, spending days – if not weeks – in one destination, perhaps across multiple boutique hotels and opting for itineraries that allow for personalisation. The rise in bleisure travel (business mixed with leisure) sees travellers wanting more than high-speed internet and an on-site spa from a trip. They want story-driven travel and unique accommodation.
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Best-kept secrets
For the travel industry, these changes are showing up in increased demand for destination hotels, alternative ways to travel, and unique locations set apart from tourist hotspots with a more local feel.
Niamh Foran, brand and communications specialist with Travel Department, says this change in consumer behaviour is already reflected in their offering. “Travel Department aims to seek out the road less travelled, and uncover the world’s best kept secrets,” she shares. “We are constantly reviewing and taking feedback from our seasoned travellers to update and upgrade our customer experience.
“Customers love to experience the countries we travel to with as much authenticity as possible. Our team is constantly on the lookout for ways to tailor tours to exactly what travellers are seeking. Whether it’s boarding a river cruise and seeing European capital cities, or staying in the heart of Brasov, directly on the main square, in Romania, the hunger to see more than just the widely recognised landmarks is driving the new way of travelling.”
This change in offerings becomes more logical when you consider that 70 per cent of travellers prefer staying in accommodations and locations that can be tailored to their own personal tastes – whether that means availing of added extras or taking advantage of on-site concierge services, for instance.
In addition, search engine results show an increase year-on-year in searches for experiential travel and niche accommodation (think tree houses, domes, farm stays, etc), reflecting rising interest in exploration beyond traditional hotels.
For Shane Kelly, general manager of Cabü By The Lakes, the ongoing demand for their log cabins and lake houses illustrates these findings. For him, it also shows how much the market has changed in terms of what customers want, something he attributes to amenity creep altering the definition of luxury. Where once customers saw attractions such as in-room hot tubs, on-site spas and fine dining as luxurious, these have become so commonplace that customers now define luxury as something more intangible – something linked to the overall experience.
“Our cabins and lake houses are a different offering that come with the small luxuries that make all the difference – like Irish handmade toiletries. In a traditional hotel you have couples and families sharing one room, so they have to leave for space, but here, they have a full property – it’s a different type of space, and they make the most of it. They’re engaged on their phones less and doing things like cooking together.”
The personal touch
The increased demand for personalised travel is something both Kelly and Foran can attest to, saying that service and the personal touch set industry leaders apart.
For Kelly, authentic personalised service starts before a guest has even arrived on-site, and is achieved by solving problems guests may not even be aware exist. “We’re dog-friendly,” he explains, “and so before you book your accommodation, we’ll find out the breed and age of your dog so we can assign a cabin or lake house that will suit their needs, so your stay can be stress-free. For our returning guests, we’ll always ask if they’d like the same cabin again – you can see people’s shoulders drop as soon as they arrive at the gate.”
These personal touches are why Kelly says a large portion of Cabü’s business comes from word of mouth, rather than traditional advertising. “People trust a personal recommendation, so word of mouth is huge for us. People are much more likely to give us a try if it comes from a personal recommendation.”
Foran echoes the importance of service and personalised touches, saying the best trips often start with personal recommendations or through guided travel based in local communities. “When looking for true authenticity on a trip, there’s nowhere better to look than to the locals who know their cities and countries like the back of their hand,” she explains.
“At Travel Department, each and every guided tour is led by a local expert. They have lived in their areas for years, some even decades, and know how to cut through the noise to show you the real experience you have dreamed of.
“If you’re looking for something unique for your next travel adventure, it doesn’t always mean breaking the bank. This is where guided excursions can really benefit. With all things considered, including flights, accommodation, transfers, excursions and even some meals included, there’s more left over for you to spend on yourself, on your bucket-list trip. We’ll bring you to the markets of Vietnam’s bustling cities, but have you heard of Hanoi’s best-kept secret? Try the local delicacy of egg coffee overlooking Hoan Kiem Lake, or treat yourself to a bottle of something sparkling at the world-renowned Saumur Brut Wine Cellar, a stop along our Loire Valley River Cruise. All in all, guided travel can definitely offer great-value-for-money experience.”
Super Stays
Cabü By The Lakes, Ireland
Be it by the lakes, by the sea or in the forest, all Cabü locations (both in Ireland and England) pride themselves on providing unique accommodation with five-star service – meaning you get an experience like no other. Cabins and lakehouses have all the amenities you’d expect from a leading hotel (roll-top baths, for one), set in unparalleled locations. Add in exceptional, and personalised, customer service, and prepare for a type of holiday you’ve never had before. Is it any wonder many guests try to extend their stay on the first day?
The Icehotel, Sweden
One of the world’s most famous destination hotels, Sweden’s Icehotel, located just north of the Arctic Circle, is reconstructed each winter using ice blocks harvested from the nearby Torne River. Guests can stay overnight in themed rooms, sleeping in sub-zero temperatures on thermal sleeping bags and reindeer skins (warm rooms are also available), after enjoying Arctic adventures such as dog-sledding and maybe a glimpse of the elusive Northern Lights.
Giraffe Manor, Kenya
Giraffe Manor is a boutique hotel located in the heart of Nairobi, set apart thanks to its resident herd of Nubian/Rothschild’s giraffes, which love to poke their heads into the rooms and communal areas of the hotel – providing ample Insta opportunities! Giraffe Manor combines five-star service and fine dining with up-close-and-personal animal experiences, creating a magical memory. For those not lucky enough to nab one of the hotel’s limited rooms during a visit to the Kenyan capital, you can visit some of the herd at the nearby Giraffe Centre, which opens daily.
Faralda Crane Hotel, the Netherlands
Yes - a hotel in a crane! The Faralda Crane hotel provides three split-level penthouse accommodations (naturally) atop a 55-metre crane. The three suites are themed and offer unparalleled views over the Amsterdam skyline, views that change continually as the crane moves in the wind. The Faralda Crane is also home to an invite-only deck and party location which has hosted some of the world’s most famous DJs.
Mokuti Etosha Lodge, Namibia
Mokuti Etosha Lodge is a welcoming safari lodge (and Travel Department partner) located on the eastern edge of Etosha National Park in Namibia, just minutes from the Von Lindequist Gate. Set within a private nature reserve, it blends traditional African style with modern comfort, offering thatched chalets surrounded by lush gardens. Guests can enjoy guided game drives into Etosha to spot elephants, lions and giraffes, before relaxing by the pool, at the spa, or with a sundowner in the lodge. Mokuti is an ideal base for experiencing Namibia’s wildlife while enjoying a comfortable and personalised stay.
Château de Bagnols, France
Live your fairytale fantasy at Château de Bagnols – a stunning 13th-century castle complete with moats and towers, hidden away in the vineyards of France’s Beaujolais region. Just outside Lyon, the chateau boasts sweeping countryside views and a sense of history, but inside it’s all about relaxed luxury. Each room is unique, mixing historic details with modern comfort, and guests can enjoy Michelin food, a beautiful spa, and lazy afternoons in the gardens overlooking the vines. It’s the kind of place where history feels alive, but never stuffy – perfect for a special escape with a sense of fun and indulgence.
