The world is calling, and in 2026, travellers are answering with a fresh perspective. Forget overcrowded hotspots and predictable itineraries; the latest annual global report, Unpack ’26: The Trends in Travel, from Expedia Group (Expedia, Hotels.com, and Vrbo) reveals a seismic shift towards more meaningful, sustainable, and utterly unique getaways. Backed by first-party data from millions of daily visitors and insights from 24,000 global travellers, Unpack ’26 is your ultimate guide to exploring the world in ways you’ve never imagined.
Unpack ’26 unveils a fascinating array of trends set to dominate our wanderlust in the coming year.
One of the more interesting developments highlighted in the report is Expedia’s first-ever Smart Travel Health Check. Inspired by the World Travel & Tourism Council (WTTC), this innovative framework helps travellers identify destinations that actively manage tourism in a sustainable way, offering rich cultural and natural experiences without the strain of over-visitation. Imagine experiencing the stunning coastal beauty of Ucluelet, British Columbia – an emerging destination that saw a 44% search increase – knowing that your visit contributes to responsible tourism.
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Ucluelet is just one of several hotspots that meet the Smart Travel Health Check criteria, paving the way for a more conscientious travel future. As Ariane Gorin, CEO of Expedia Group, aptly puts it, “Expedia Group isn’t just a travel marketplace – we’re a catalyst for positive change. We have a responsibility to shape the future of travel: one that’s smarter, more sustainable, and deeply respectful of the places we go.”
Fan Voyage: Beyond the Game
For the sports enthusiasts, 2026 is less about grand stadiums and more about grassroots experiences. The “Fan Voyage” trend reveals a surge in interest for uniquely regional sporting events. We’re talking about everything from Sumo Wrestling in Japan and Muay Thai in Thailand to the unexpected allure of Curling in Canada and Lucha Libre in Mexico. It’s not just about the game; it’s about immersing yourself in local culture, connecting with communities, and feeling like a true insider. Gen Z and Millennial travellers, in particular, are leading this charge, with 68% keen to attend these timeless traditions.
Hotel Hop: Maximizing Your City Break
Why settle for one hotel when you can experience two (or more!)? The “Hotel Hop” trend, especially popular among Gen Z and Millennial travellers, sees more than half of us booking multiple hotels within a single destination. This trend is driven by a desire to explore different neighbourhoods, unlock better deals, and maximize every moment of a trip. Whether it’s hopping between a tranquil ryokan and a trendy boutique hotel in Tokyo, or exploring distinct districts in London, Hotel Hop ensures you get a multifaceted experience.
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Salvaged Stays: History Reimagined
Ever dreamt of sleeping in a former prison or a converted train station? “Salvaged Stays” is your ticket. Hotels.com spotlights a growing demand for upcycled retreats that seamlessly blend historical architecture with modern amenities. Think Montreal’s Hotel Place d’Armes, a former bank and federal building now offering a stay brimming with unique character, or the Bodmin Jail Hotel in the U.K., which has transformed a historic prison into a luxurious escape. These properties offer more than just a bed; they offer a story.
Readaways: Literary Escapes for the Soul
With #BookTok continuing its reign on social media, it’s no surprise that literary-themed travel is booming. “Readaways” by Vrbo reveals that 91% of travellers are seeking getaways focused on reading, relaxation, and quality time. Imagine curling up with a good book in the Atlantic Pearl in Port Medway, Nova Scotia, or finding inspiration at the Novel Retreat in Austin, Texas. These rentals are designed to foster calm and contemplation, offering a much-needed antidote to our always-on world.
Farm Charm: Unplugging and Reconnecting
The “slow travel” movement finds its perfect expression in “Farm Charm.” Vrbo highlights a significant interest in staying on or near a farm, with properties like the Lakefront Farm House in Niagara, Ontario, offering a chance to truly unplug. Travellers are craving starlit skies over city lights, eager to engage in activities like hiking, animal interactions (collecting eggs, feeding animals, birdwatching), and even gardening. It’s about reconnecting with nature, embracing a simpler pace, and finding tranquility in rural settings.
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Set-Jetting: From Screen to Scene
First spotted by Expedia in 2022, “Set-Jetting” is back and bigger than ever, poised to become an $8 billion industry in the U.S. alone. More than half of travellers say their desire for a set-jetting trip has increased in the past year, with 81% of Gen Z and Millennial travellers planning getaways based on what they’ve seen on screen. From the rolling hills of Yorkshire, U.K. (think Downton Abbey), to the epic coastlines of Croatia (perhaps People We Meet on Vacation), cinematic escapes are turning binge-worthy moments into real-life bucket list adventures. Of course, don’t forget about the White Lotus effect.
As we move to 2026 (already!), the message is clear: travel is evolving. It’s becoming more intentional, more sustainable, and more deeply personal. So, whether you’re chasing unique sporting traditions, unwinding in a historic hotel, diving into a good book, embracing farm life, or exploring the landscapes of your favourite films, make your next adventure truly unforgettable.
