Unpack ’26: Expedia, Hotels.com and Vrbo reveal how travellers will explore the world in 2026

Expedia Group released Unpack ’26: The Trends in Travel™. The annual global report highlights shifts in traveller behaviour and the destinations set to dominate itineraries in 2026.

Destinations of the Year
Expedia’s data-driven list highlights rising hotspots, many of which meet the new Smart Travel Health Check criteria for sustainable tourism:
- Big Sky, Montana (+92%)
- Okinawa, Japan (+71%)
- Sardinia, Italy (+63%)
- Phu Quoc, Vietnam (+53%)
- Savoie, France (+51%)
- Ucluelet, Canada (+44%)
- Cotswolds, UK (+39%)
- San Miguel de Allende, Mexico (+30%)
- Hobart, Australia (+25%)

Fan Voyage (Sports Tourism)
57% of travellers plan to attend regional sporting events while abroad. Popular picks include:
- Sumo wrestling (Japan)
- Muay Thai (Thailand)
- Banana Ball (US)
- Capoeira (Brazil)
- Curling (Canada)
- Lucha Libre (Mexico)

Hotels.com Trends
- Salvaged Stays: Demand is surging for upcycled hotels (e.g., Bodmin Jail Hotel in Cornwall, Union Station Nashville).
- Hotel Hop: 54% of travellers book multiple hotels in one destination to explore different neighbourhoods or unlock deals.

Vrbo Trends
- Readaways: 91% of travellers seek literary-themed retreats, with #BookTok driving demand.
- Farm Charm: 84% want farm stays, reconnecting with nature through hiking, animal care, and gardening.

Set-Jetting
Travel inspired by film and TV is booming, projected to reach $8B in the US alone. Hotspots include:
- Yorkshire, UK (Downton Abbey)
- Tuscany, Italy (Jay Kelly)
- Dalmatian Coast, Croatia (People We Meet on Vacation)
- Palawan, Philippines (The Last Resort)

Big Picture
Unpack ’26 shows travellers are shifting toward meaningful, sustainable, and multi-layered experiences — from salvaged hotels and farm stays to sports immersion and screen-inspired adventures. It’s about connection, culture, and conscious exploration rather than overcrowded tourist hubs.