Travelers are shifting away from sightseeing toward more meaningful experiences. Increasingly, vacations are focused on connection, culture, and sustainability rather than traditional tourist attractions.
Expedia Group has released its annual travel-forecast report, Unpack ’26: The Trends in Travel™, offering an early look at what travelers are seeking in the coming year. The company reports that the era of passive, simple getaways is giving way to deeper, more intentional travel rooted in culture, sustainability, and personal meaning.
A central component of the new report is Smart Travel Health Check, a new industry tool designed to spotlight destinations that manage tourism growth responsibly. Created in collaboration with the World Travel & Tourism Council, the metric highlights places integrating sustainability and cultural protection into their visitor strategy.
“Some of my most unforgettable travel moments come from immersing myself in local cultures, supporting local economies, and exploring less-traveled destinations,” Expedia Group CEO Ariane Gorin said.
“With 1 billion average monthly travel searches, 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.”
Eight Destinations Starting Strong for 2026 Travel
The report identifies eight destinations showing considerable momentum heading into 2026.
Big Sky, Montana, saw a 92 percent increase in searches, reflecting a surge of interest in the luxury mountain experience. Okinawa, Japan, rose 71 percent, buoyed by its mix of quiet beaches and cultural history; Sardinia grew 63 percent as travelers look for Mediterranean escapes that feel less commercialized.
Vietnam’s Phu Quoc Island climbed 53 percent, with Savoie, France, rising 51 percent, signaling heightened curiosity not just for ski terrain but also alpine gastronomy and slow-travel culture. (The Savoie region will play a large role in the upcoming 2030 Olympic Winter Games.)
Rounding out the list were Fort Walton Beach, Florida (+45 percent); Ucluelet, British Columbia (+44 percent), a storm-watching capital that appeals to rugged coastal travelers; and San Miguel de Allende, Mexico (+30 percent), known for its arts scene and colonial architecture.
Traveller Behavior Shifting
Beyond destination data, Unpack ’26 outlines several behavioral shifts in travelers.
One of the more surprising findings: sports are increasingly shaping travel, with more than half of respondents saying they would enjoy attending a regional sporting event while away. Among younger travelers, that number rises even more.
The trend extends beyond global championships, sumo in Japan, capoeira gatherings in Brazil, and the fast-growing “banana ball” baseball variant in the U.S., which were all cited as examples of itinerary-worthy events.
Hotels are also changing how they’re being used. More than half of the travelers surveyed said they planned to divide a trip across multiple hotels in the same destination.
That shift reflects a desire to explore unique neighborhoods throughout the trip. A traveler in Tokyo, for example, might stay in Shibuya for nightlife but relocate to Asakusa for history and temples. It also suggests cost-sensitivity paired with a willingness to design trips that feel handcrafted rather than one-size-fits-all.
Meanwhile, adaptive-reuse properties, former train stations, breweries, banks, and even schools, are gaining traction. Searches for a Kyoto hotel housed in a former school grew 194 percent year-over-year, underscoring a global curiosity about lodging with a narrative.
Unique Vrbo’s Appeal to Slow-Travel
Vrbo findings indicated a quieter but still powerful shift: the “readaway.”
With social fatigue mounting, 91 percent of travelers expressed interest in trips centered around reading, leisure, and uninterrupted time with loved ones. Pinterest searches for book-club retreat ideas have surged, as have guest reviews referencing reading-forward stays.
These escapes often take place in rural settings, where days slow down and fewer distractions allow for intentional downtime.
Vrbo data also pointed to growing enthusiasm for farm-based lodging. Eighty-four percent of travelers said they would be interested in staying on or near farmland, a trend driven by a desire for nature-rich, hands-on experiences.
Hiking topped the list of preferred activities, followed by interacting with animals and harvesting produce. Guest reviews mentioning farm components climbed 300 percent year-over-year, suggesting that rural immersion is no longer niche but increasingly mainstream.
Hollywood Will Also Continue Influencing Travel Plans.
More than half of travelers worldwide say they are more likely to visit a destination after seeing it on screen, and among Gen Z and Millennials, the share is far higher. The U.S. market alone represents an $8 billion opportunity tied to film- and TV-inspired travel. Unlike a decade ago, when epic fantasy series drove travelers to dramatic landscapes, today’s screen-based travel is dispersing visitors to places that might otherwise sit outside standard tourist circuits.
Taken together, the report paints a picture of a traveler who wants stories, connection, and place-based richness.
Expedia’s full Unpack ’26 research draws on platform search behavior and a 24-country consumer survey of more than 24,000 respondents.
