Sunsail, the global yacht charter and sailing holiday operator, has released its 2027 travel trend forecast, drawing on customer data and input from its skippers and tourism partners. The outlook points to a decisive move away from conventional sightseeing holidays toward slower, more immersive experiences, with AI playing a supporting role rather than taking the helm.
Andy Crang, Vice President Marketing at Sunsail & The Moorings UK, said: "In 2027, there will be a move from holidays being about how much you can see to how much you can experience." That shift, he explained, reflects a broader demand for cultural immersion and exclusive, meaningful moments over ticking off landmarks.
Six trends shaping the 2027 traveller
Sunsail's forecast identifies six key trends that will influence travel behaviour in three years' time. These are:
- AI vs Sailor: Destinations with strong digital visibility may overshadow lesser-known spots, but local knowledge will remain essential for uncovering hidden gems.
- Luxury redefined as peace and privacy: Travellers increasingly value empty anchorages and unspoiled nature over traditional luxury amenities.
- What Before Where: Experience choices now drive destination selection, not the other way around.
- Multigenerational sailing: Families and friends are booking shared yacht holidays to reconnect away from daily distractions.
- Slow travel: Longer stays and relaxed itineraries replace rushed multi-stop trips.
- Human touch in a digital world: Despite AI's growing role, expert advice and local insight remain crucial, especially in dynamic environments like sailing.
The "AI vs Sailor" trend is particularly relevant for travel technology vendors and agents. While AI can streamline planning, Sunsail argues that algorithms may overlook the very qualities that make a destination special. For sailing, where conditions can change rapidly, the value of a seasoned skipper's judgement is irreplaceable.
This echoes broader industry conversations about balancing technology with human expertise. At the recent WTTC summit, leaders urged tourism businesses to prioritise traveller experience over politics, a sentiment that aligns with Sunsail's experience-led vision.
Implications for the travel trade
For tour operators and agents, the "What Before Where" effect suggests a need to pivot marketing from destination-centric packages to experience-based storytelling. A traveller might choose a week of coastal sailing in Greece because they want to learn navigation, not because they've always dreamed of the Aegean. This shift is already visible in other sectors, such as adventure travel trends that prioritise authentic engagement over passive sightseeing.
Multigenerational travel is another area with clear trade implications. Sunsail reports rising demand for charters that accommodate grandparents, parents, and children under one skipper's care. This trend aligns with broader data showing that Indian travellers, for instance, are increasingly prioritising local experiences abroad, a preference that often spans generations.
Hospitality providers can also take note. The redefinition of luxury as privacy and nature suggests that resorts and hotels should emphasise seclusion and access to natural surroundings, rather than just opulent amenities. This is consistent with concepts like nature-first modular hospitality, which are gaining traction in the industry.
Sunsail's forecast serves as a reminder that while AI will continue to reshape travel planning, the human element remains the differentiator. For travel professionals, the opportunity lies in combining data-driven efficiency with the irreplaceable value of local expertise—whether that's a skipper reading the wind or a guide revealing a hidden cove.
As the industry looks toward 2027, the message is clear: travellers want to feel a destination, not just see it. The brands that succeed will be those that curate experiences with a human touch, using technology as a tool rather than a replacement.
