Expedia Group has released “Unpack ’26: The Trends in Travel,” its annual global report highlighting shifts in traveler behavior and the destinations set to dominate itineraries in 2026.
From Destinations of the Year to salvaged hotels and reading retreats, to Banana Ball and farm stays, the trends in “Unpack ’26” offer a look at the future of travel. Each trend is backed by first-party data and insights from 24,000 global travelers.
Destinations of the Year
Expedia’s “2026 Destinations of the Year” list—powered by real-time data from millions of daily visitors to the Expedia site and app—highlights where global interest is rising fast, even in destinations that haven’t yet gone viral.
Six of these hotspots also meet the criteria for Expedia’s new Smart Travel Health Check—a first-in-travel framework from Expedia, inspired by the World Travel & Tourism Council (WTTC). These include Big Sky, MT, U.S.; Okinawa, Japan; Savoie, France; Ucluelet, Canada; Cotswolds, U.K.; and Hobart, Australia. The Smart Travel Health Check recognizes destinations that offer meaningful travel experiences and proactively manage tourism in a sustainable way, helping to ease the strain on the world’s most overvisited cities.
“Expedia responded to WTTC’s Call to Action on Destination Stewardship with the launch of the Smart Travel Health Check. This innovative initiative reflects the urgent need to embrace responsible growth models that safeguard communities, protect cultural and natural heritage, and ensure the long-term resilience of destinations,” said Christopher Imbsen, vice president policy at WTTC. “By applying WTTC’s framework, Expedia is celebrating destinations that work collaboratively to empower residents, strengthen stewardship, and deliver richer, more meaningful travel experiences.”
Key 2026 Trends
Key trends for 2026 include Fan Voyage, Salvaged Stays, Hotel Hop, Readaways, Farm Charm and Set-Jetting.
Fan Voyage: 2026 is a huge year for international sports, but there’s a new wave of fanaticism all about immersive, local experiences. Expedia’s Fan Voyage trend reveals a surge in uniquely regional sporting experiences, with 57 percent saying they’re likely to attend one while on a trip. From sumo wrestling in Japan and Muay Thai in Thailand, to Banana Ball in the U.S. to caber tossing in Scotland, travelers—particularly Gen Z and Millennial travelers (68 percent)—are seeking front-row seats to learn about timeless traditions. Fan Voyage shows it’s not just about the game—it’s about community, culture, and feeling like a local.
(Expedia)
Salvaged Stays: Next year, travelers are putting the “rest” in restoration by checking into hotels that combine historical architecture with modern amenities. Hotels.com’s “2026 Hotels of the Year” list spotlights a surge in demand for upcycled retreats such as former schoolhouses, train stations, and banks that offer guests a comfortable stay filled with unique character and cultural relevance.
Hotel Hop: More than half of travelers (54 percent) are making every trip count by booking multiple hotels within a single destination. This emerging trend—dubbed Hotel Hop—is driven by travelers’ desire to explore different neighborhoods (50 percent); and unlock better deals (35 percent). City breaks, island escapes, and event-driven travel such as concerts and festivals are key motivators. The Hotel Hop trend is especially popular among Gen Z and Millennial travelers, with one in four seeing “bleisure” trips as the perfect opportunity to hop from one stay to the next.
Hot Trips for Hotel Hoppers
- Tokyo, Japan: Hop from Cyashitsu Ryokan Asakusa to Hotel Indigo Tokyo Shibuya.
- Phuket, Thailand: Hop from Four Points by Sheraton Phuket Patong Beach Resort to Metadee Concept Hotel.
- London, U.K.: Hop from Broadwick Soho to The Petersham.
- Paris, France: Hop from Hotel Regina Louvre to La Planque Hôtel.
- Honolulu, HI, U.S.: Hop from Four Seasons Resort Oahu at Ko Olina to Wayfinder Waikiki.
(Hotels.com)
Readaways: Vrbo reveals 91 percent of travelers are seeking getaways focused on reading, relaxation, and quality time with loved ones. As #BookTok continues to dominate social media, interest in literary-themed travels is surging with Pinterest searches for “book club retreat ideas” up 265 percent, and Vrbo’s reading-related terms in guest reviews nearly tripling.
Recommended Rentals for Readaways
- The Book House No. 43: Columbus, OH, U.S.
- Family-Friendly Cottage: Gnarrenburg, Lower Saxony, Germany
- Novel Retreat: Austin, TX, U.S.
- Lyra: Kangaroo Valley, New South Wales, Australia
- The Literary House: Sorrento, Italy
Farm Charm: The slow travel movement is gaining ground, with 84 percent of travelers expressing interest in staying on or near a farm. Mentions of farm-related experiences in Vrbo guest reviews have also surged 300 percent year-over-year, signaling how travelers are searching for starlit skies over busy city lights in 2026. Farm Charm is about unplugging and reconnecting with nature. Top activities for travelers include hiking trails (73 percent); animal interactions such as collecting eggs, feeding animals or bird-watching (62 percent); and gardening or harvesting produce (42 percent).
Top Farm Charm Finds
- Cider Hill Haven: New Haven, VT, U.S.
- The Haven at Hills Point Farm: Cambridge, MD, U.S.
- Lakefront Farm House in Niagara: Lincoln, Ontario, Canada
- Moorhall Farm: Worcester, England, U.K.
- Barakee Homestead: Rosevale, Queensland, Australia
Set-Jetting: First spotlighted by Expedia in 2022, this trend of traveling to destinations inspired by TV shows and movies is now projected to become a potential $8 billion industry in the U.S. alone. Interest is accelerating with 53 percent of travelers saying their desire to take a set-jetting trip has increased in the past year; and 81 percent of Gen Z and Millennial travelers now planning getaways based on what they’ve seen on screen.
With the next location of “The White Lotus” in France yet to be confirmed, the 2026 Set-Jetting forecast reveals the next wave of cinematic escapes—from the rolling hills of Yorkshire, U.K., to the epic coastlines of Croatia. Set-Jetting is turning binge-worthy moments into bucket-list adventures.
For more information, visit https://www.expedia.com/unpack26.
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