US: Expedia Group has unveiled Unpack ’26: The Trends in Travel, its latest annual report highlighting the key shifts shaping global tourism next year.
Drawing on insights from more than 24,000 global travellers, the report identifies seven core trends from salvaged hotels and farm stays to book club retreats and AI-powered destination stewardship all reflecting a growing desire for more meaningful, sustainable travel.
The company has also introduced the Smart Travel Health Check, a first-in-travel framework inspired by the World Travel & Tourism Council (WTTC), recognising destinations that balance tourism growth with sustainability.
Destinations of the Year
Expedia’s 2026 Destinations of the Year list, based on search data from millions of site visitors, spotlights rising hotspots including Big Sky (US), Okinawa (Japan), Sardinia (Italy), Savoie (France), Hobart (Australia) and the Cotswolds (UK).
Ariane Gorin, CEO of Expedia Group, said: “With one 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 a future of travel that’s smarter, more sustainable, and deeply respectful of the places we go.”
Key trends for 2026:
The report’s seven major trends include:
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Fan Voyage: A surge in travel for local sports experiences, from Muay Thai in Thailand to caber tossing in Scotland.
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Salvaged Stays: Growing demand for hotels converted from historic sites such as train stations, prisons, and banks.
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Hotel Hop: More than half of travellers now booking multiple hotels within one destination.
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Readaways: The rise of literary-inspired trips, with 91% seeking holidays focused on reading and relaxation.
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Farm Charm: Slow, nature-based travel is booming, with 84% interested in farm stays.
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Set-Jetting: Travel inspired by film and television continues to grow, now worth an estimated $8 billion in the US alone.
Christopher Imbsen, vice president of policy at WTTC, said the Smart Travel Health Check “reflects the urgent need to embrace responsible growth models that safeguard communities, protect cultural and natural heritage, and ensure long-term destination resilience.”
The full report can be accessed here.
Highlights
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Expedia Group releases Unpack ’26: The Trends in Travel™, based on insights from 24,000 global travellers.
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Launches Smart Travel Health Check with WTTC to promote destination stewardship.
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2026 Destinations of the Year include Big Sky, Okinawa, Sardinia, Savoie, Cotswolds, and Hobart.
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Key trends include Fan Voyage, Salvaged Stays, Hotel Hop, Readaways, Farm Charm, and Set-Jetting.
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Sustainability and authenticity dominate the future of global tourism.
