Travel in 2026 might look a little different. Less about checking off bucket lists and more about checking in with ourselves — and the planet. According to Expedia Group’s newly released Unpack ’26: The Trends in Travel report, the coming year will be defined by “smart vacations” that balance curiosity, calm, and conscious choices.
The annual insights report from Expedia, Hotels.com, and Vrbo offers a detailed look at how travelers are reshaping their priorities. Based on data from 24,000 global travelers and millions of daily searches across Expedia platforms, Unpack ’26 reveals a global shift toward slower, more intentional travel — one that favors connection over consumption and discovery over distraction.
Among the biggest developments is the launch of Expedia’s Smart Travel Health Check, a first-of-its-kind framework designed to highlight destinations that combine meaningful experiences with sustainable tourism practices. Inspired by the World Travel & Tourism Council’s (WTTC) principles for responsible travel, the Health Check recognizes places that manage tourism growth without compromising local culture, ecosystems, or residents’ quality of life.
“Some of my most unforgettable travel moments come from immersing myself in local cultures, supporting local economies, and exploring less-traveled destinations,” said Ariane Gorin, CEO of Expedia Group, in the company’s statement. “With one billion monthly searches, Expedia Group isn’t just a travel marketplace — we’re a catalyst for positive change.”
That shift is evident in Expedia’s 2026 Destinations of the Year list, which spotlights quieter, character-rich places like Big Sky in Montana, Okinawa in Japan, and France’s alpine Savoie region — all of which meet the Smart Travel Health Check’s sustainability standards. The list favors smaller communities and emerging destinations that deliver cultural depth without the crowds of traditional hotspots.
| 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% |
Beyond sustainability, the report’s seven core trends reveal how travelers are redefining what it means to “get away.” Expedia’s Fan Voyage trend, for instance, highlights a rise in travel tied to local sports — from sumo wrestling in Japan to the growing popularity of the U.S. phenomenon known as Banana Ball. More than half of global travelers say they plan to attend a regional sporting event on their next trip, reflecting a hunger for authentic community experiences.
| 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. |
Hotels.com adds a dose of nostalgia with Salvaged Stays — a celebration of hotels that have been creatively repurposed from historical buildings. Guests are checking into former train stations in Spain, old breweries in Australia, and even converted prisons in the U.K., proving that sustainability can be stylish when heritage meets modern comfort.
| Property | Location | % Search 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 |
Meanwhile, Vrbo’s data shows that travelers are seeking rest as much as adventure. Its Readaways trend — getaways built around reading and reflection — has surged alongside the rise of literary culture on social media. Pinterest searches for “book club retreat ideas” jumped 265%, while reviews mentioning “reading retreats” nearly tripled. For those looking to unplug further, Vrbo’s Farm Charm trend highlights the appeal of agritourism, with 84% of travelers expressing interest in farm stays where guests can collect eggs, stargaze, or harvest produce.
The report also confirms that Set-Jetting — travel inspired by TV and film — continues to dominate wanderlust, evolving into an $8 billion phenomenon in the U.S. alone. From Tuscany to Yorkshire, travelers are tracing the footsteps of their favorite on-screen characters, blurring the line between fiction and reality.
Christopher Imbsen, Vice President of Policy at WTTC, described Expedia’s Smart Travel Health Check as “a crucial step toward responsible growth models that safeguard communities, protect cultural and natural heritage, and ensure long-term resilience.”
Collectively, these trends mark a new era of mindful exploration — one where travelers are increasingly aware of their footprint and impact. For those planning their next escape, 2026 may be the year when travel finally feels good for everyone involved: the traveler, the locals, and the planet itself.
Full details on the Unpack ’26: The Trends in Travel report and its featured destinations are available at expedia.com/unpack26.
