UNPACK '26: EXPEDIA, HOTELS.COM, AND VRBO REVEAL HOW TRAVELERS WILL EXPLORE THE WORLD IN 2026

Rhea-AI Summary

Expedia Group (NASDAQ:EXPE) released Unpack '26: The Trends in Travel on October 15, 2025, a global report drawing on first-party data and a 24,000-respondent survey to map travel behavior for 2026.

Key findings: destination searches rose as much as +92% (Big Sky), Hotels.com salvage-stay searches jumped +194% for top properties, 54% of travelers plan multi-hotel trips (Hotel Hop), 57% are likely to attend local sport experiences (Fan Voyage), 84% seek farm stays, and set-jetting is projected at roughly $8.45bn potential U.S. impact.

Positive

• Destination searches up to +92% (Big Sky) indicate strong demand shifts
• Salvaged hotel searches peaked at +194% (Hotel Seiryu Kyoto Kiyomizu)
• 54% of travelers plan multi-hotel trips (Hotel Hop), showing product demand
• Set-jetting projected impact of $8.45bn in the U.S., per report estimate
• 84% of travelers expressed interest in farm stays (Farm Charm)

Negative

• Overcrowding cited as tourism's biggest challenge, signaling destination strain

Expedia's first-ever Smart Travel Health Check tackles tourism's biggest challenge: overcrowding.

From sports you've never heard of to book club retreats, salvaged hotels to farm stays, 2026 trends flip the script on traditional getaways.

NEW YORK, Oct. 15, 2025 /PRNewswire/ -- Today, Expedia Group released Unpack '26: The Trends in Travel™. The annual global report highlights shifts in traveler behavior and the destinations set to dominate itineraries in 2026.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/expedia/9334954-en-expedia-group-reveals-unpack-26-the-trends-in-travel-report 

From Destinations of the Year to salvaged hotels and reading retreats, to Banana Ball and farm stays, the seven trends in Unpack '26 offer a look at the future of travel. Each trend is backed by first-party data and insights from 24,000 global travelers.*

Expedia — Destinations of the Year:Expedia's 2026 Destinations of the Year list — powered by real-time data from millions of daily visitors to the Expedia site and app — highlights where global interest is rising fast, even in destinations that haven't yet gone viral.

Six of these hotspots also meet the criteria for Expedia's new Smart Travel Health Check — a first-in-travel framework from Expedia, inspired by the World Travel & Tourism Council (WTTC). The Smart Travel Health Check recognizes destinations that offer meaningful travel experiences and proactively manage tourism in a sustainable way, helping to ease the strain on the world's most overvisited cities.

Ariane Gorin, CEO of Expedia Group, added, "Some of my most unforgettable travel moments come from immersing myself in local cultures, supporting local economies, and exploring less-traveled destinations. 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."

"Expedia responded to WTTC's Call to Action on Destination Stewardship with the launch of the Smart Travel Health Check. This innovative initiative reflects the urgent need to embrace responsible growth models that safeguard communities, protect cultural and natural heritage, and ensure the long-term resilience of destinations," added Christopher Imbsen, Vice President Policy at WTTC. "By applying WTTC's framework, Expedia is celebrating destinations that work collaboratively to empower residents, strengthen stewardship, and deliver richer, more meaningful travel experiences."

2026's Destinations of the Year — Beyond the Crowds*
Destination	% Search Increase	Destination	% Search Increase
Big Sky, Montana, U.S. ✔️	+92 %	Fort Walton Beach, Florida, U.S.	+45 %
Okinawa, Japan ✔️	+71 %	Ucluelet, Canada ✔️	+44 %
Sardinia, Italy	+63 %	Cotswolds, U.K. ✔️	+39 %
Phu Quoc, Vietnam	+53 %	San Miguel de Allende, Mexico	+30 %
Savoie, France ✔️	+51 %	Hobart, Australia ✔️	+25 %

Explore each Destination of the Year here.

Expedia — Fan Voyage: 2026 is a huge year for international sports, but there's a new wave of fanaticism all about immersive, local experiences. Expedia's Fan Voyage trend reveals a surge in uniquely regional sporting experiences, with 57% saying they're likely to attend one while on a trip.

From sumo wrestling in Japan to Muay Thai in Thailand, travelers — particularly Gen Z and Millennial travelers (68%) — are seeking front-row seats to learn about timeless traditions. Fan Voyage shows it's not just about the game — it's about community, culture, and feeling like a local.

2026's Hottest Fan Voyage Tickets*
Sport	Location	Sport	Location
Sumo Wrestling	Japan	Banana Ball	U.S.
Muay Thai	Thailand	Capoeira	Brazil
Curling	Canada	Lucha Libre	Mexico
Baseball	South Korea	Hurling	Ireland
Australian Rules Football	Australia	Caber Tossing	Scotland, U.K.

Check out how to get seats to Fan Voyage events here.

Hotels.com — Salvaged Stays:Next year, travelers are putting the "rest" in restoration by checking into hotels that combine historical architecture with modern amenities. Hotels.com's 2026 Hotels of the Year list spotlights a surge in demand for upcycled retreats such as former schoolhouses, train stations, and banks that offer guests a comfortable stay filled with unique character and cultural relevance.

2026's Hotels of the Year — Salvaged Stays*
Property	Location	% Increase	Former Use
Hotel Seiryu Kyoto Kiyomizu	Kyoto, Japan	+194 %	School
Bodmin Jail Hotel	Cornwall, U.K.	+110 %	Prison
Sandi Hotel	Rio de Janeiro, Brazil	+72 %	Mint & School
Fontevraud L'Ermitage	Anjou, France	+71 %	Abbey
Union Station Nashville Yards	Nashville, U.S.	+57 %	Train station
The Old Clare Hotel	Sydney, Australia	+45 %	Brewery & Pub
Hotel Place d'Armes	Montreal, Canada	+36 %	Bank & Federal building
Nine Orchard Hotel	New York City, U.S.	+23 %	Bank
Bank Hotel	Stockholm, Sweden	+13 %	Bank
Canfranc Estacion, Royal Hideaway	Canfranc, Spain	+9 %	Train station

See more Salvaged Stays inspiration here.

Hotels.com — Hotel Hop:More than half of travelers (54%) are making every trip count by booking multiple hotels within a single destination. This emerging trend — dubbed Hotel Hop — is driven by travelers' desire to:

• Explore different neighborhoods (50%)
• Unlock better deals (35%)

City breaks, island escapes, and event-driven travel such as concerts and festivals are key motivators. The Hotel Hop trend is especially popular among Gen Z and Millennial travelers, with one in four seeing "bleisure" trips as the perfect opportunity to hop from one stay to the next.

Hot Trips for Hotel Hoppers

• Tokyo, Japan: Hop from Cyashitsu Ryokan Asakusa to Hotel Indigo Tokyo Shibuya.
• Phuket, Thailand: Hop from Four Points by Sheraton Phuket Patong Beach Resort to Metadee Concept Hotel.
• London, U.K.: Hop from Broadwick Soho to The Petersham.
• Paris, France: Hop from Hotel Regina Louvre to La Planque Hôtel.
• Honolulu, Hawaii, U.S.: Hop from Four Seasons Resort Oahu at Ko Olina to Wayfinder Waikiki.

Read about the top Hotel Hop combinations here. 

Vrbo  — Readaways: Trips in 2026 are getting "lit" — literally. Vrbo reveals 91% of travelers are seeking getaways focused on reading, relaxation, and quality time with loved ones. As #BookTok continues to dominate social media, interest in literary-themed travels is surging with Pinterest searches for "book club retreat ideas" up 265%, and Vrbo's reading-related terms in guest reviews nearly tripling.*

Recommended Rentals for Readaways :

• The Book House No. 43 — Columbus, Ohio, U.S.
• Family-Friendly Cottage — Gnarrenburg, Lower Saxony, Germany
• Novel Retreat – Austin, Texas, U.S.
• Lyra — Kangaroo Valley, New South Wales, Australia
• The Literary House — Sorrento, Italy

See more inspiration on the best Readaways here.

Vrbo — Farm Charm: The slow travel movement is gaining ground, with 84% of travelers expressing interest in staying on or near a farm. Mentions of farm-related experiences in Vrbo guest reviews have also surged 300% year-over-year,* signaling how travelers are searching for starlit skies over busy city lights in 2026.

Farm Charm is about unplugging and reconnecting with nature. Top activities for travelers include:

• Hiking trails (73%)
• Animal interactions such as collecting eggs, feeding animals, or birdwatching (62%)
• Gardening or harvesting produce (42%).

Top Farm Charm Finds :

• Cider Hill Haven — New Haven, Vermont, U.S.
• The Haven at Hills Point Farm — Cambridge, Maryland, U.S.
• Lakefront Farm House in Niagara — Lincoln, Ontario, Canada
• Moorhall Farm — Worcester, England, U.K.
• Barakee Homestead — Rosevale, Queensland, Australia

Explore more properties with Farm Charm here.

The 2026 Set-Jetting Forecast: Set-Jetting is back — and bigger than ever. First spotlighted by Expedia in 2022, this trend of traveling to destinations inspired by TV shows and movies is now projected to become a potential $8 billion industry in the U.S. alone.* Interest is accelerating:

• 53% of travelers say their desire to take a set-jetting trip has increased in the past year.
• 81% of Gen Z and Millennial travelers now plan getaways based on what they've seen on screen.

With The White Lotus's next location in France still to be officially confirmed, the 2026 Set-Jetting Forecast reveals the next wave of cinematic escapes — from the U.K.'s rolling hills of Yorkshire to the epic coastlines of Croatia. Set-Jetting is turning binge-worthy moments into bucket-list adventures.

The 2026 Set-Jetting Forecast
Location	Film/Series Inspiration
Yorkshire, U.K.	Wuthering Heights and Downton Abbey: The Grand Finale
Tuscany, Italy	Jay Kelly
Samoa, Polynesia	Moana (Live Action)
Dalmatian Coast, Croatia	People We Meet on Vacation
Peloponnese, Greece	The Odyssey
Los Angeles, U.S.	Nobody Wants This
Wellington, New Zealand	Avatar: Fire & Ash
Palawan, Philippines	The Last Resort

Read more about Set-Jetting here.

To learn more about the travel trends in Unpack '26, visit https://www.expedia.com/unpack26. Visit www.expedia.com/newsroom for Unpack '26 assets and more news from Expedia, Hotels.com, and Vrbo.

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Notes to Editor:

Third-Party Methodology 
Third-party research was conducted by market research partner OnePoll in accordance with the Market Research Society's Code of Conduct. The Study was conducted online among 24,000 adult respondents across 18 countries, who are planning domestic or international travel in the next three years. Gen Z respondents are defined as those aged 18 to 24, while the combined Gen Z and Millennial group includes all respondents aged 18 to 44. 

Expedia — 2026 Destinations of the Year: Beyond the Crowds
Destinations of the Year list based on increases in flight + accommodation searches on Expedia for travel on January 1-December 31, 2024 vs. January 1-December 31, 2025.

✔️ denotes destinations that meet the Smart Travel Health Check framework, aligned with World Travel + Tourism Council (WTTC) principles. The Smart Travel Health Check helps travelers identify destinations that offer rich cultural and natural experiences without the overcrowding seen in many of the world's most popular cities.

Expedia — Fan Voyage 
Top unique sporting activities based on global consumer survey data.

Hotels.com — 2026 Hotels of the Year: Salvaged Stays
Hotels of the Year data based on year-over-year increases in global hotel searches on Hotels.com: January 1-December 31, 2024 vs. January 1-December 31, 2025.

Hotels.com — Hotel Hop
Hotel Hop data supported by increase in attach (hotel + hotel) demand on Hotels.com globally from January 2024-December 2024.

Vrbo  — Readaways
Pinterest data based on Pinterest 2025 Summer Trend Report.
Top Readaways on Vrbo based on global guest reviews with reading-related terms such as "reading retreat" or "library."

Vrbo — Farm Charm
Vrbo guest review increase based on global data from May 2023 to Apr 2024 vs. May 2024-Apr 2025.  
Top Farm Charm finds on Vrbo based on global guest reviews with farm-related terms such as "farm" or "homestead."

2026 Set-Jetting Forecast
Set-Jetting projection based on consumer survey data showing 13% of US travelers have booked a trip after seeing a location featuring on-screen. Of these, 25% noted they spent between $1,000 and $2,000 on the trip. If applied to the U.S. adult population (~260m), the potential projected impact on the travel industry is $8.45bn.

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About Unpack '26

Q: What is Unpack '26?
A: Unpack '26 is the annual global travel insights report from Expedia Group, building on years of trend forecasting and traveler behavior analysis. It draws on first-party data from Expedia, Hotels.com, and Vrbo, along with insights from 24,000 travelers across 18 countries, making it one of the most comprehensive travel trend reports in the industry.

Q: What makes Unpack '26 a credible source for travel trends?
A: The report combines real-time platform data from millions of users with third-party research conducted by OnePoll, following the Market Research Society's Code of Conduct. Its findings are backed by behavioral insights, booking patterns, and cultural signals, making it a trusted resource for media, industry leaders, and travelers alike.

Q: What is the Smart Travel Health Check and how is it used in Unpack '26?
A: Expedia's Smart Travel Health Check assesses destinations based on the World Travel and Tourism Council's (WTTC) six principles for sustainable tourism management. Destinations that meet these criteria are better equipped to manage tourism sustainably, protect local environments, and support communities. Destinations without a ✔️ may not yet meet or have measurable data for all six principles; however, they still offer rich travel experiences. Their inclusion reflects Expedia's commitment to showcasing a diverse range of destinations while encouraging progress toward sustainable tourism.

Q: How are destinations evaluated for the Smart Travel Health Check?

A: The Smart Travel Health Check indicates that a destination has been assessed against six key principles to ensure responsible and resilient tourism. These include having stewardship bodies with legitimacy and funding, a shared vision with local communities, data-driven planning, smart monitoring systems, transparent reinvestment of tourism revenue, and meaningful empowerment of residents. Destinations that meet these criteria are better equipped to manage tourism sustainably, protect local environments, and support communities. To read more about WTTC's research, follow this link.

Q: What are the key travel trends identified in Unpack '26?
A: The report spotlights several major trends shaping travel in 2026:

• Set-Jetting: Screen-inspired travel
• Hotel Hop: Multi-stay trips within one destination
• Farm Charm: Nature-based, slow travel
• Readaways: Literary-themed retreats
• Fan Voyage: Sport-driven cultural experiences
• Salvaged Stays: Upcycled, heritage-rich accommodations

Q: Where can I access the full Unpack '26 report and assets?
A: Visit www.expedia.com/newsroom for the full Unpack '26 report, downloadable assets, and brand-specific insights from Expedia, Hotels.com, and Vrbo.

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About Expedia Group

Expedia Group, Inc. brands power travel for everyone, everywhere through our global platform. Driven by the core belief that travel is a force for good, Expedia Group™ helps people experience the world in new ways and build lasting connections.

Expedia Group's three flagship consumer brands are Expedia®, Hotels.com®, and Vrbo®. Its B2B arm, Private Label Solutions, delivers industry-leading technology solutions to fuel partner growth and success, while facilitating memorable experiences for travelers. Expedia Group Advertising helps partners extend their reach and connect with travelers across its travel sites and a broad range of offsite channels through its travel media network.

© 2025 Expedia, Inc., an Expedia Group company. All rights reserved. Expedia Group and the Expedia Group logo are trademarks of Expedia, Inc. CST: 2029030-50.

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View original content:https://www.prnewswire.com/news-releases/unpack-26-expedia-hotelscom-and-vrbo-reveal-how-travelers-will-explore-the-world-in-2026-302584517.html

SOURCE Expedia Group

FAQ

What are Expedia Group's top Destinations of the Year for 2026 (EXPE)?

Top picks include Big Sky (+92%), Okinawa (+71%), Sardinia (+63%), and others based on search increases.

How large is the set-jetting opportunity cited in Unpack '26 for EXPE?

The report projects a potential U.S. set-jetting impact of about $8.45bn based on consumer survey data.

What percentage of travelers plan to 'Hotel Hop' according to Hotels.com data?

Hotels.com data shows 54% of travelers plan to book multiple hotels within a single destination.

Which Hotels.com property saw the largest surge in salvage-stay interest for 2026?

Hotel Seiryu Kyoto Kiyomizu recorded the largest listed increase at +194% in searches.

What consumer interest metrics does Vrbo report for 2026 travel trends?

Vrbo reports 91% interest in reading-focused getaways and a 300% surge in farm-related guest review mentions year-over-year.

How does Expedia address overtourism in Unpack '26?

Expedia introduced a Smart Travel Health Check aligned with WTTC principles to highlight destinations managing tourism sustainably.