Where should we go? Which hotels are trending? What are tomorrow’s travelers looking for? Expedia Group, together with Hotels.com and Vrbo, unveils its new annual report “Horizons 2026: Travel Trends” (based on 24,000 respondents), exploring the future behaviors of travelers.
Before enjoying a vacation, the first step is to choose a destination. Big Sky, in Montana (USA), saw a 92% increase in searches last year, and Okinawa, Japan, grew by 71%. Savoie, France (+51%), Ucluelet, Canada (+44%), the Cotswolds, UK (+39%), and Hobart, Australia (+25%) are also among the most popular destinations. These six places meet the criteria of Expedia’s Smart Travel Health Check, a tool inspired by the World Travel & Tourism Council (WTTC) that identifies destinations offering authentic experiences and sustainable tourism. Other highlights for 2026 include Sardinia, Italy (+63%), Phu Quoc, Vietnam (+53%), Fort Walton Beach, Florida, USA (+45%), and San Miguel de Allende, Mexico (+30%).
From sports to reading
As confirmed by many other travel reports, and following the boom in wellness and holistic retreats, sports are becoming an increasingly strong draw for tourists. Fifty-seven percent of travelers want to attend local sporting events, a number that rises to sixty-eight percent among Gen Z and Millennials. Japan stands out for its sumo wrestling, and Thailand for Muay Thai. In Canada and South Korea, travelers are drawn to curling and baseball, while Australian football, banana ball (a baseball variant) in the United States, capoeira in Brazil, and lucha libre in Mexico are also trending.
For those who prefer reading and relaxation, vacations are taking on a literary twist. According to Vrbo, ninety-one percent of travelers are interested in getaways focused on reading and wellness, prioritizing quality time with loved ones. The #BookTok trend continues to thrive on social media, and Pinterest searches for “book club retreats” have jumped two hundred sixty-five percent, while mentions of “reading” in guest reviews have tripled. Destinations such as The Book House No. 43 in Columbus, Le Brise-Lames in Brittany, and The Literary House in Italy are becoming havens for book lovers seeking serenity and cultural escape.
From farm stays to film and TV locations
In a more nature-oriented trend, slow travel is emerging as a must for 2026 getaways. Vrbo reveals that eighty-four percent of travelers wish to stay on or near a farm, drawn by the opportunity to reconnect with nature and unwind away from city lights. Hiking, interacting with animals, and picking fresh produce are among the most popular activities. Farms like Cider Hill Haven in Vermont, Le Grand Juvet in Nouvelle-Aquitaine, and Moorhall Farm in the United Kingdom embody this movement, offering authentic experiences that combine calm, nature, and rural charm.
Another trend, first identified by Expedia in 2022, is set-jetting—traveling to destinations featured in films and TV shows such as Emily in Paris and The White Lotus. This market could generate up to eight billion dollars in the United States, particularly appealing to younger generations, with eighty-one percent of Gen Z and Millennials interested. In 2026, travelers may explore Yorkshire (Downton Abbey), Tuscany (Jay Kelly), or the Samoan Islands (Moana). The Dalmatian Coast, the Peloponnese, Los Angeles, Wellington, and Palawan also make the list of must-see destinations. Set-jetting transforms each trip into an immersive adventure in the worlds of beloved movies and series.
Hotels reinvent themselves
The year 2026 is shaping up to be one of reinvented hotels, located in unique, spectacular, and unconventional settings. According to Hotels.com, some establishments are seeing dramatic growth in popularity. Hotel Seiryu Kyoto Kiyomizu in Japan, a former school, has seen demand rise one hundred ninety-four percent. Bodmin Jail Hotel in Cornwall, United Kingdom, a former prison, has grown one hundred ten percent. Repurposed banks and train stations turned boutique hotels also attract travelers, for example, Hotel Place d’Armes in Montreal (+36%) and Union Station Nashville Yards (+57%). These hotels offer memorable, off-the-beaten-path experiences.
Another phenomenon winning over both urban and island explorers is the multi-hotel stay. More than fifty-four percent of travelers plan to book multiple hotels in one destination, allowing them to explore different neighborhoods or make the most of various offers (thirty-five percent). This type of trip is especially popular among Gen Z and Millennials, twenty-five percent of whom view “bleisure” (business plus leisure) travel as the perfect chance to combine two accommodations. In Tokyo, travelers might alternate between Cyashitsu Ryokan Asakusa and Hotel Indigo Tokyo Shibuya, while in Paris, combining stays at Hôtel Regina Louvre and La Planque Hôtel offers two distinct perspectives on the city.
Read also : In Venice, Chahan Minassian breathes new life into the Fortuny residence, the sleeping beauty of the lagoon
Featured photo : © Unsplash
