Domestic Travel Takes the Lead
Expedia Group’s “Unpack ’26 Summer: The Trends in Travel” report highlights a significant shift toward domestic travel for the summer of 2026. Social media conversations about domestic holidays have increased by 77% globally compared to the previous year, with 45% of Britons expressing greater interest in UK-based vacations than in 2025. This trend is reflected in search data, which shows increased interest in destinations accessible by short drives or flights, such as coastal and rural towns.
Specific UK locations have seen notable increases in searches, including Bishop’s Stortford (+90%), Sudbury (+60%), Reading (+60%), and Nottinghamshire (+40%). Other areas such as Scarborough, Harrogate, and Tenby are also experiencing a surge in popularity, with travelers seeking classic seaside resorts, spa towns, and national park gateways.
Hotel Hopping and Bleisure Travel on the Rise
A growing trend this summer is “hotel hopping,” where travelers book multiple hotels within a single trip. This approach allows for greater flexibility and the opportunity to experience different parts of a destination, often by attending live events or extending business trips into leisure stays (“bleisure”).
Event-driven hotel hopping is particularly popular, with travelers planning stays around concerts and sporting events. For example, fans attending Harry Styles concerts in London or the British Grand Prix are booking hotels near event venues and then moving to other parts of the city or countryside to maximize their experience. Wimbledon and other major events are also influencing booking patterns.
Bleisure travel is also trending, with online mentions exceeding 165,000. Top destinations for combining business and leisure include Helsinki (+71%), London (+47%), Oslo (+46%), and Paris (+24%). In North America, Cape Cod (+97%), Lake Michigan (+88%), Chicago (+35%), and Boston (+23%) are among the most popular.
Impact of Major Sporting Events on Travel Patterns
The upcoming major football event in North America is shaping travel behavior in two distinct ways. Sports fans are booking last-minute trips to host cities, leading to significant increases in accommodation searches for places like Kansas City (+700%), Philadelphia (+210%), Monterrey (+210%), and Atlanta (+200%).
Conversely, travelers seeking to avoid crowded host cities are opting for alternative destinations. This has contributed to a decrease in average daily hotel rates—by as much as 35%—in several popular international locations, including Fukuoka and Buenos Aires (-35%), Nara and Thasos (-30%), and Shenzhen (-25%). European destinations such as Courchevel and Krabi have also seen rate drops of around 20%. This trend presents opportunities for deal-seekers to visit international destinations at lower costs.
Screen-Inspired Travel: The Set-Jetting Effect
Travel inspired by film and television, known as “set-jetting,” continues to influence destination choices. The report notes increased interest in locations featured in recent releases or upcoming productions. For instance, search interest in Yorkshire rose by 60% following the release of a new Emily Brontë adaptation, while Muskoka, Canada, saw a 110% increase after being featured in “Heated Rivalry.” Rome also experienced a 35% increase in searches after being included in the latest season of “Emily in Paris.”
Looking ahead, the 2026 summer set-jetting forecast highlights destinations such as Rhode Island (inspired by “The Real Housewives of Rhode Island”), Devon (“Sense and Sensibility”), the Dolomites in Italy (“Cliffhanger”), Glasgow (“Mint and Half Man”), and Australia (“Bradley & Barney Walsh: Breaking Dad”) as likely to attract travelers motivated by screen exposure.
Data and Methodology
The findings in the report are based on a combination of first-party data from Expedia and Hotels.com, social listening, and third-party research. Accommodation search trends, average daily hotel rates, and online mentions were analyzed across multiple countries and platforms. The data covers periods before and after the release of major films and TV series, and the announcement of major events, as well as year-over-year comparisons for travel searches and hotel bookings.
Summary
The 2026 summer travel season is characterized by a preference for domestic trips, increased flexibility through hotel hopping, and a strong connection between travel decisions and major cultural or sporting events. Lower hotel prices in some international destinations offer alternatives for travelers looking to avoid event-related crowds and costs. Additionally, media-driven travel continues to shape destination popularity, with set-jetting expected to remain a key influence throughout the summer.
