Expedia Group’s “Unpack ’26” report unveils key travel trends for 2026, highlighting sustainable tourism and unique accommodations.
Expedia Group has released its annual global travel insights report, “Unpack ’26,” which forecasts significant travel trends for the year 2026. The report, based on data from Expedia, Hotels.com, and Vrbo, as well as a survey of 24,000 travelers across 18 countries, provides a comprehensive look at the future of travel.
2026 Travel Trends Overview
The “Unpack ’26” report identifies several emerging trends that are shaping the travel landscape. These include the rise of sustainable tourism, the popularity of unique lodging experiences, and the increasing desire for immersive local and cultural experiences.
Sustainable Tourism and Smart Travel Health Check
A key focus of the report is sustainable tourism, with Expedia introducing the Smart Travel Health Check. This framework, inspired by the World Travel & Tourism Council (WTTC), helps travelers identify destinations that manage tourism sustainably. The report lists several destinations, such as Big Sky, Montana, and Okinawa, Japan, that are seeing a surge in interest and meet the criteria for sustainable tourism.
Unique Accommodations: Salvaged Stays
The report also highlights a growing interest in unique accommodations, dubbed “Salvaged Stays.” Travelers are increasingly booking stays in upcycled locations such as old train stations, schools, and even prisons that have been transformed into luxury hotels. This trend reflects a broader desire among travelers to have distinctive and memorable lodging experiences.
Immersive Experiences and Local Culture
Another significant trend is the demand for immersive local experiences. According to the report, more than half of the travelers are interested in deeply exploring local cultures, including attending regional sporting events and participating in local traditions. This trend is particularly strong among Gen Z and Millennial travelers.
Emerging Trends: Hotel Hopping and Readaways
“Hotel Hopping” is identified as a new trend where travelers stay at multiple hotels within the same destination to experience different neighborhoods or secure better deals. Additionally, “Readaways” are gaining popularity, with travelers looking for trips that allow them to unwind with books in cozy settings, reflecting the influence of social media trends like #BookTok.
The “Unpack ’26” report from Expedia Group provides valuable insights into the future of travel, emphasizing the importance of sustainability, unique accommodations, and immersive cultural experiences. As the travel industry continues to evolve, these trends are likely to shape the preferences and behaviors of travelers around the world.
Read the Unpack ’26 report.
