Priceline Unveils 2026 "Where to Next?" Report, Showcasing the Travel Trends Set to Define the Year Ahead

Priceline has released its 2026 “Where to Next?” Travel Trends Report, offering a deep dive into the behaviors, destinations, and motivations that will shape travel in the coming year. Based on proprietary booking data and a survey of over 3,000 U.S. travelers, the report reveals a shift toward spontaneity, indulgence, nostalgia, and digital detoxing.

Key Travel Trends for 2026
- Little Treat Travel:
Quick, mood-boosting getaways are on the rise. 65% of travelers, especially Gen Z, book trips simply to lift their spirits.

- Midwest Quests:
The American Midwest is gaining popularity for its charm, affordability, and authenticity. 63% of travelers are more interested in visiting than before.

- DéjàView:
Millennials and Gen Z are revisiting childhood destinations. 82% of younger travelers want to reconnect with nostalgic places.

- Expedition Beach:
Beach trips are evolving into adrenaline-packed adventures like parasailing, cliff diving, and jungle hikes. 74% seek excitement over relaxation.

- Tailgate Tourism:
College towns are becoming weekend hotspots. 70% of Gen Z and Millennials would visit just for the game-day energy.

- Kidfluence:
Gen Alpha is shaping family travel. 87% of parents say their kids help choose and plan trips.

- Dead Zoning:
Travelers are embracing extreme digital detoxes. 59% are setting stronger boundaries with work while vacationing.

Expert Insights
Lesley Klein, SVP of Strategy and Brand Marketing at Priceline, notes that 2026 travel blends impulse with intention, driven by emotion and exploration. Christina Bennett, Priceline’s Consumer Travel Trends Expert, adds that travelers are creating their own perfect moments rather than waiting for them.