More than four in ten travellers took a trip in the past year specifically to purchase something they could not buy online, signalling a shift in why people travel as much as where they go.
What people are packing home
Skyscanner’s Travel Trends 2027, based on a survey of more than 28,000 travellers worldwide, finds rising interest in items that are uniquely tied to a destination. Rather than mass‑market souvenirs, holidaymakers are seeking out limited runs, local beauty products, specialty groceries and location‑exclusive jewellery that serve as tangible reminders of a place or experience.
The report highlights how physical goods are being used to personalise travel memories and signal knowledge of niche destinations. Isla dos Santos, commercial director of Americas at Skyscanner, told USA TODAY that with so much available online, people increasingly “want to go away from that and focus on hyper‑local, hyper‑exclusive items they can only get at a certain destination.”
“Everything now is so accessible online. People want to go away from that and focus on hyper‑local, hyper‑exclusive items they can only get at a certain destination.” — Isla dos Santos, Skyscanner
Generational differences
The survey also points to distinct preferences by age group. For example:
- Gen Z travellers most often take pride in coming home with a limited‑run grocery tote that is not available elsewhere.
- Millennials are most likely to treasure a branded robe or cap from a historic luxury hotel.
Brands and collectors are responding: Pandora reports that location‑exclusive pieces are popular because they allow wearers to keep travel memories with them. Philippa Newman, Pandora’s chief product officer, said in an email that such items “represent a particular place, experience or moment in someone's life and be worn long after the journey itself.”
| Statistic | Detail |
|---|---|
| 43% | Took a trip in the last 12 months for something they couldn't buy online |
| >28,000 | Number of travellers surveyed for Skyscanner Travel Trends 2027 |
| 27% | Gen Z proud to return with a limited‑run grocery tote |
| 26% | Millennials proud to buy a branded robe or cap from a historic luxury hotel |
What to look for — and how to shop smart
Examples in the report range from novelty tees tied to theme‑park events to beauty products only available in Seoul, and even everyday grocery store totes from chains with cult followings. For South African travellers and those planning trips here, the shift offers both delight and a few buying considerations:
- Seek provenance — ask where an item is made and whether it’s genuinely limited or regionally produced.
- Compare luggage allowances and import rules before you buy to avoid unexpected fees on return.
- Support local makers by buying directly from artisans or hotel boutiques rather than massed stalls.
These purchases do more than fill a suitcase. They function as wearable or usable souvenirs that carry story and place — a kitchen tote that sparks conversation, a hotel robe that recalls an anniversary stay, a charm commemorating a special neighbourhood. As brands continue to create destination‑specific pieces, travellers are increasingly treating shopping as part of the cultural experience of travel itself.
What this means for travel: tourism products and retail offerings that are authentic and limited‑edition may encourage longer stays or repeat visits, and they give travellers a reason to plan around the hunt as much as the sightseeing. For budget‑aware travellers who still want a meaningful memento, smaller locally made items can deliver both value and memory.
Whether you’re packing for a trip to Seoul, Orlando or a boutique hotel in a historic city, more people now plan journeys with a keepsake in mind — one that can’t be added to a digital shopping cart back home.
