World Travel Market (WTM) London 2026 opened with discussions on accessibility, artificial intelligence (AI) and experiential tourism. Held at ExCeL London, the event also saw the launch of the WTM Global Travel Report, produced in collaboration with Tourism Economics. The report highlighted changing travel spending patterns and growing demand for luxury experiences, with 60% of surveyed travellers expressing interest in luxury holidays.
Chase Grey from Skift Advisory said the future of luxury travel would focus more on access than excess. He identified three types of luxury travellers: prestige seekers, those pursuing personal growth and those looking for meaningful connections.
Meanwhile, Angela Val from Visit Philadelphia highlighted the economic potential of immersive experiences. She pointed to major events such as Taylor Swift concerts and the FIFA World Cup Fanfest as examples of how events can attract visitors and generate tourism revenue.
Cruise operators are also responding to growing demand for experience-led travel. Century Cruises announced plans to expand into Europe and North Africa, with a focus on culinary and cultural experiences. David Fredericks, President and CEO for the Americas, compared the brand's positioning to luxury hotel groups such as Mandarin Oriental.
Accessibility also featured prominently at the event. Spain's Tourist Office launched its ‘Spain for All’ strategy to improve tourism experiences for visitors with disabilities. José Manuel de Juan González, Director of the Spanish Tourist Office UK, also introduced a hotel advice guide to help properties communicate their accessibility facilities more clearly.
AI was another major topic. easyJet Holidays CEO Garry Wilson highlighted its potential to streamline operations and improve customer service. Ani Attamian also discussed the technology's rapid adoption, reporting a 3,500% increase in generative AI traffic to US travel websites.
WTM London 2026 continues to provide a platform for industry leaders to discuss emerging trends, build partnerships and showcase innovation. Event Director Chris Carter-Chapman highlighted the industry's resilience and the event's contribution to the UK economy.
This story was selected and published by a human editor, with content adapted from original press material using AI tools and checked by the editor before publication. Spot an error? Report it here.
