2026 Travel Outlook: Key Trends Shaping the Industry

According to the latest Unpack ’26 data from Expedia Group, a significant shift is occurring in travel preferences. The report indicates a move away from traditional travel styles, such as racing through bucket lists and visiting crowded locations for popular photos.

The data for 2026 points toward a new emphasis on choosing destinations that are "off the beaten path." Travelers are also seeking out experiences that matter and accommodations with a story. Specific trends identified include upcycled hotels, literary retreats, and farm stays. The concept of multi-hotel itineraries is also gaining traction.

While screen-inspired trips remain a trend, the focus is now on undertaking them thoughtfully. The overarching theme for travel in 2026 is selecting destinations that are perceived as open and alive.

Key Points

Organizations involved:

• Expedia Group

Strategic topics discussed:

• A shift from "bucket lists" and crowded photo locations to more meaningful travel.
• The trend toward destinations that are "off the beaten path."
• The emergence of "upcycled hotels."
• An interest in "literary retreats."
• The popularity of "farm stays."
• The use of "multi-hotel itineraries."
• A trend for "screen-inspired trips, but done thoughtfully."
• A focus on destinations that "feel open and alive" and accommodations with a "story."

Named solutions:

• Unpack ’26

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