River cruising is rising, artificial intelligence is accelerating, and immersion is now a key experience, finds the inaugural Signature Travel Network Travel Trend Watch report.
The study identifies the emerging trends influencing travel in 2027 and beyond, and the continued importance of agents as travel becomes more complicated, but also more personal.
The first of these trends, shaped by sales data from Signature’s agency community and partners, is the growth of exploration travel, which it says is being driven by travellers seeking more immersive ways to experience remote destinations, wildlife, culture and the natural world. The network’s 2026 expedition cruise sales are up 24% on 2025, and it says 2027 already has double-digit growth.
. . . River Growth
The network also reports solid river growth with its river cruise sales generating double-digit year-on-year growth.
Globally, the Travel Trend Watch states that the river cruise market is projected to grow from USD2 billion in 2026 to USD5 billion by 2035. “The next wave of luxury river cruising will be particularly interesting,” says Signature general manager Australia and New Zealand Damian Borg. “Brands such as Celebrity and now Explora Journeys bring highly loyal customer bases and will undoubtedly look to bring those guests into the river space, creating another strong driver of growth for the category.”
. . . AI & Agents
It’s no surprise that other notable trends include luxury travel entering its experience era, and the increasing use of AI.
Looking first at experiences, high end travellers are expecting more personalised, meaningful experiences, with data from Signature’s network showing that luxury fully independent travel and luxury guided tours combined are pacing 23% ahead compared to 2026.
On AI’s acceleration, the report points out that AI is increasing access to information and creating new efficiencies across travel. However, it also points out that it is increasing the importance of human expertise, judgement and personalisation.
“In an AI-driven world, one of the first questions an advisor should ask is, ‘Have you done any research for this trip?’ says Borg. ‘If so, share it with me.’ It creates clarity from the outset and allows the advisor to add what AI can’t experience, judgement and personalisation.” For agents, Signature’s chief marketing and sales officer Michelle Lardizabal says travel is moving faster and becoming more complex, ‘and that creates an even greater need for a trusted perspective’.
Download the report HERE.
