Expedia Group has presented its annual report Unpack ’26: The Trends in Travel, which highlights the key changes that will shape global tourism in the coming year.
Based on data and opinions from more than 24,000 travelers worldwide, the report identifies seven main trends, from hotels that are “recycled” into historic buildings and agrotourism stays, to literary retreats and the strengthening of the role of artificial intelligence in sustainable destination management — all examples of the growing need for more meaningful and sustainable travel.
At the same time, the company presented the Smart Travel Health Check, an innovative assessment framework, inspired by the World Travel and Tourism Council (WTTC), which recognizes destinations that achieve a balance between tourism development and sustainability.
The 2026 “Destinations of the Year”
Based on search data from millions of Expedia website users, the new year’s emerging destinations are:
Big Sky (USA), Okinawa (Japan), Sardinia (Italy), Savoie (France), Hobart (Australia) and Cotswolds (UK).
Expedia Group CEO Ariane Gorin said:
“With one billion monthly travel searches, Expedia Group is more than just a travel platform — it’s a catalyst for positive change. We have a responsibility to shape a future of travel that is smarter, more sustainable and deeply respectful of the places we visit.”
The 7 key travel trends for 2026
- Fan Voyage – A surge in travel for sports experiences, from Muay Thai in Thailand to caber tossing in Scotland.
- Salvaged Stays – Growing demand for hotels housed in historic buildings, such as old trains, prisons or banks.
- Hotel Hop – More than half of travelers now choose to stay in multiple hotels within the same destination.
- Readaways – The rise of literary trips, with 91% of participants seeking a vacation dedicated to reading and relaxation.
- Farm Charm – The growth of agritourism and slow, nature-centric travel experiences, with 84% interested in staying on farms.
- Set-Jetting – The influence of film and television on travel continues to strengthen, with an estimated value of $8 billion in the US alone.
- AI Destination Stewardship – Artificial intelligence is now actively contributing to destination management and promoting sustainable practices.
Christopher Imbsen, WTTC’s vice president of policy, commented that the Smart Travel Health Check “reflects the urgent need to adopt responsible development models that protect communities, cultural and natural heritage and strengthen the long-term resilience of destinations.”
Highlights
- Expedia Group has released its Unpack ’26: The Trends in Travel™ report based on data from 24,000 travelers.
- It launched the Smart Travel Health Check in partnership with WTTC.
- The top destinations for 2026 are Big Sky, Okinawa, Sardinia, Savoie, Cotswolds and Hobart.
- Key trends include Fan Voyage, Salvaged Stays, Hotel Hop, Readaways, Farm Charm and Set-Jetting.
- Sustainability and authenticity are emerging as the dominant elements of the future of global tourism.
