Unpack 2026: Expedia, Hotels.com, and Vrbo reveal how travel will evolve in 2026

Expedia Group’s Unpack '26 report offers a compelling look at how travel will evolve in 2026, based on insights from 24,000 global travelers and real-time data from Expedia, Hotels.com, and Vrbo. Here are the key trends shaping the future of travel:

1. Destinations of the Year
- Places like Big Sky (Montana), Okinawa (Japan), and Savoie (France) are gaining traction for offering rich cultural experiences while avoiding overcrowding.
- These destinations meet Expedia’s new Smart Travel Health Check, a sustainability framework inspired by the World Travel & Tourism Council (WTTC).

2. Fan Voyage
- Travelers are seeking immersive local sports experiences like Sumo in Japan, Muay Thai in Thailand, and Banana Ball in the U.S.
- 57% of travelers say they’d attend a regional sporting event while on vacation.

3. Salvaged Stays
- Hotels repurposed from historic buildings—like former prisons, banks, and train stations—are trending.
- Examples include Hotel Seiryu Kyoto Kiyomizu (Japan) and Union Station Nashville Yards (U.S.).

4. Hotel Hop
- 54% of travelers plan to stay at multiple hotels in one destination to explore different neighborhoods and unlock better deals.
- Popular cities for hopping include Tokyo, Phuket, London, and Paris.

5. Readaways
- Literary-themed retreats are booming, with 91% of travelers seeking reading-focused getaways.
- Pinterest searches for “book club retreat ideas” are up 265%.

6. Farm Charm
- 84% of travelers are interested in farm stays, emphasizing nature, animal interaction, and slow travel.
- Top picks include Cider Hill Haven (Vermont) and Barakee Homestead (Australia).

7. Set-Jetting
- Inspired by film and TV, this trend is projected to become an $8 billion industry in the U.S.
- Destinations include Yorkshire (UK), Tuscany (Italy), and Palawan (Philippines).

These trends reflect a shift toward meaningful, sustainable, and culturally immersive travel.