The year 2026 marks a significant evolution in traveller behaviour, shaped by new expectations, emerging technologies, and shifting priorities when choosing accommodation. The Changing Traveller Report 2026 by SiteMinder offers an updated snapshot of these trends, based on responses from 12,000 travellers across 14 countries. While the report primarily focuses on hotels and traditional accommodation, it clearly highlights how campsites and holiday parks are becoming increasingly influential in travel decisions, taking on a strategic role in destination choice.
According to the data, over 700 respondents indicated plans to stay at campsites or holiday parks for their next trip, a notable share that confirms outdoor hospitality is no longer a marginal option. In Italy, for instance, camping and holiday villages account for around 8% of respondents’ overall preferences. While still behind independent properties, B&Bs, and holiday homes, campsites rank ahead of hostels and budget accommodation. This demonstrates that an increasing number of Italian travellers view camping not just as an economical choice, but as a tangible and quality option when planning their stay.
A growingly popular choice
Similar trends are emerging in other key European markets. In Spain and France, travellers show a strong tendency to combine stays in open-air accommodation with local events and activities, underlining how experiences often shape their choice of lodging. In the United Kingdom and Germany, by contrast, travellers take a more pragmatic approach, with location, quality of services, and modern amenities such as Wi-Fi and sanitation playing a decisive role in their decisions. Across these markets, well-organised campsites and holiday parks with high standards are becoming increasingly valued, capable of competing with more traditional accommodation options.
The SiteMinder report also confirms that the use of digital tools and online platforms for researching and booking accommodation has become central to the decision-making process. Nearly a quarter of travellers begin their search on Online Travel Agencies (OTAs), while reviews, reputation, and trust in the brand significantly influence the final choice. This trend applies not only to hotels and apartments but also to open-air hospitality, where the ability to compare services, prices, and reviews online is a key factor in the booking decision.
Seeking comfort and innovative services
Traveller expectations are changing, with increasing attention paid to perceived value and the overall experience of the stay. Globally, 49 per cent of travellers report a stronger inclination to travel than in the past, signalling robust demand for accommodation that offers comfort and innovative services. At the same time, more than 63 per cent consider trips for events or special occasions, highlighting the importance of properties that can combine a stay with unique experiences, such as campsites located near festivals, natural attractions, or sports activities.
Overall, the Changing Traveller Report 2026 shows that the choice of campsites and open-air accommodation is becoming increasingly significant in European travel planning. Although the survey primarily focused on traditional lodging, the presence of over 700 travellers intending to stay at campsites or holiday parks indicates that outdoor hospitality is now an integral part of travel strategies. For operators in the sector, this means that investing in quality, innovation, and digital presence is no longer optional but an essential lever to attract a growing segment of discerning European travellers who value the overall experience of their stay.
Hospitality 2026: half a century of pioneering hospitality and the new horizon of outdoor tourism