2026 has been full of surprises. I never imagined a world where two major hotel chains would branch out into “yacht” products (but let’s be honest—they’re really cruise lines).

Or that people would be saving my Instagram posts about the best shops in Charleston and restaurants in New Orleans.

The travel industry is changing faster than I’ve ever seen it—and the biggest shift isn’t where people are going. It’s what they value when they get there.

I’m Jacqui Gifford, the editor in chief of Travel + Leisure. This week, our team gathered with the top minds in travel to discuss trends—and what consumers are really looking for right now—at our annual World’s Best Summit. Our editorial team sets the agenda, and I want you to know what I’m seeing in my role, as someone who’s spent time this year crisscrossing between Brazil, Orlando, Mexico, London, Charleston, Savannah, New Orleans, Hilton Head, and Naples, Florida.

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What do travelers value most, what are they willing to spend money on, and how can brands and creators provide content of value—in a world that feels increasingly saturated with slop? This year, our World’s Best Summit hosted panels that broke down some of these thoughts, and I wanted to share some of that big-picture thinking with you here.

Hotels, Etc.: Innovation Beyond the Four Walls

The most interesting hotel brands actually don’t want to keep you on property; they are innovating to be more than a “core” product, not just a room and a bed. They have resident art programs, offer premium access to museums and seats at all the best restaurants, and are building out smart extensions of travel, from fashion collaborations to cruise-slash-yacht lines (looking at you, Four Seasons and Orient Express).

How does a hotel support its community, too? My recent stay at the Awasi Santa Catarina, near Florianópolis, Brazil, showed me what one future looks like: the resort goes for an all-inclusive, experiential model, so guests can go surfing on a nearby beach with a local instructor, or taste-test oysters at a local marine farm after a scenic boat cruise. I was able to see a bit of Brazil through the curation of Awasi, a high-end South American brand that has also set up shop in places like Mendoza, Argentina, and Chilean Patagonia. Its willingness to take me off-property—it’s about the destination, not just the hotel—has made me a loyalist for life.

Through the Lens: The Power of a Creative Team

In 1937, U.S. Camera and Travel — the precursor to Travel + Leisure—launched to show readers what the rest of the world looked like. Now, thanks to the World Wide Web, everyone is so saturated with travel photography, it’s hard to cut through the clutter to stand out from the crowd.

I see two distinct photography strategies out there. When I scroll Belmond’s Instagram feed, I know I’m in for a sepia-toned, nostalgic treat—a vibe that’s consistent with their ad creative. And this gives their fans and followers like me a sense of their world and mission. It’s the kind of aspirational storytelling that made me become a magazine editor.

Other brands (including Instagram itself–check out Adam Mosseri) are choosing more direct-to-camera, personality-driven content. I asked my friend Leora Novick, a former summit speaker who’s head of the strategy firm Persephone Social, why direct-to-camera is so mission-critical right now.

“It has fundamentally changed how people discover and evaluate travel experiences,” she told me. “Travelers are no longer relying solely on polished brand imagery or traditional media reviews. They’re searching for people who can show them what a destination actually feels like. A creator speaking directly to the camera creates a level of trust and context that a static image simply can’t provide.”

I don’t think one or the other wins. The smartest understand when to use each—sometimes you’re trying to reach a new audience; others, you’re satisfying the base.

Social Media Is the New Search Engine: Now What?

Back to my shopping guide in Charleston. I’ve visited the city close to 20 times, and have developed strong connections and true friendships with some of the store owners there—people like Rhett Outten at Croghan’s, and Caroline Chakeris at Madison Matthews. I share a picture of my shopping treasures (dresses, jewelry); people forward it to their friends and family. And I would argue those little forwards may be more impactful for travel businesses than a simple “like”: I’ve spent years building relationships, and people value that trusted taste and access.

I asked my friend Callie Stanton, who is senior vice president, brand, at Auberge Collection—as well as a creator with a rapidly growing following—how she’s able to get thousands of shares-slash-forwards with her destination content on Instagram.

“My insider guides started because people were constantly asking me for recommendations on where to go and what to do in Auberge destinations, and places I spend a lot of time, like New York, Paris, Aspen, Nantucket, and London,” she explained. “I found myself writing the same recommendations over and over, so I decided to start sharing them more broadly. I think the guides took off because they are incredibly detailed and include local tips and places people may not have heard of before. So many guides simply list where to go. I like to go much deeper. I don’t just recommend a restaurant. I tell people what to order, or, if they’re shopping, which associate to ask for to access hidden inventory at a local boutique.”

This dovetails with something else Leora told me: “In so many ways, social media has become the new search engine for travel. Before booking, people want to know what the breakfast is really like, whether the beach is crowded, what the room feels like at sunset, whether a hotel delivers on its promise.”

So for all the social media creators out there (myself included), the moral of the story is this: detail, detail, detail. Instagram’s newest feature, allowing for multiple captions, has me thinking strategically about the messaging and old-school “service” behind each picture, in every carousel. A post with a simple caption and a picture is still cute and all, but it will only take you so far.

America 250: The Future of Domestic Travel

When I was growing up in the Middle East and Japan, my family and I traveled a ton; we were lucky enough to see some pretty far-flung places (China, the Maldives, and Kenya, to name a few) before ever setting foot in a U.S. national park. I’m still amazed by the breadth and depth of experiences our country has to offer, from beach resorts to innovative restaurants and, yes, those grand parks. But there are some challenges to unpack, too.

Whenever geopolitical strife arises, some Americans want to “nest” and stay closer to home. But the thing I keep hearing from my industry peers is that it’s not enough to rely on that convenience alone: travelers want the same level of novelty, care, and service they seek internationally.

One big problem I see is that our infrastructure hasn’t caught up with demand, as aging airports and overstuffed lounges across the country prove on any given Sunday. Build something better—NYC’s LaGuardia renovation is a great example—and all visitors start to take notice. I could argue the same for luxury resorts: when properties like Amangiri that opened years ago are still getting the attention you’d expect from a flashy newcomer, I start to question if we’ve challenged ourselves to build more and build better.

I also find that some of the most interesting hospitality experiences are hyper-local, and don’t always get the national attention they deserve. Take Longwood Gardens, a 1,100-acre public space just outside of Philadelphia (and close to my parents’ home). The immaculate gardens, a legacy of the du Pont family, rival anything in Europe; a recent renovation by Manfredi Weiss enhanced the conservatory and 1906 restaurant, which, with its elegant arches and plants and epic windows, feels like an extension of the outside world. When I visited recently with my family, our server, Oscar, was phenomenal, guiding us to order amazing dishes like the tomato tartine, day-boat scallops with blistered tomatoes and charred scallion cream, and grilled tofu with fresh garden vegetables, all paired with a Wayvine Pennsylvania white. (Eighty percent of the ingredients at 1906 are sourced on-site.) This summer, A-list talent like Kermit Ruffins and Matthew Morrison are also coming to perform, and you can catch a massive fireworks display.

Longwood Gardens might not be on any global “list,” but I saw plenty of local visitors—families, couples, a very diverse crowd, all strolling on a Sunday afternoon—which showed me that people will go out of their way for something thoughtfully curated, well executed, and deeply rooted in place. Apply that principle to everything—whether it’s a hotel, airport, park, or concert venue—and hospitality starts to feel true and accessible.