Travel in 2026 is all about immersive experiences and creative stays, according to the latest Unpack '26 report from Expedia, Hotels.com, and Vrbo. Experts have identified the top trends shaping the year ahead,including 'Fan Voyage', 'Hotel Hop', and 'Salvaged Stays. The report, which surveyed 24,000 people across 18 countries shows a growing number of people booking trips specifically to experience immersive local activities.
'Fan Voyage' journeys see travel combined with unique, regional sporting activities, according to Expedia, such as Sumo Wrestling in Japan or curling in Canada. People on a 'Salvaged Stay' aim to mix historical architecture with modern amenities, checking into upcycled retreats such as former schoolhouses, train stations, and banks. As a result, Hotels.com has seen an increase in searches for these types of stay
Two thirds of British millennial travellers are making every trip count by booking multiple hotels within a single destination. This emerging trend - dubbed Hotel Hop - is driven by travellers' desire to explore different neighbourhoods (58%) and keep trips varied (52%).
Expedia also released its 2026 Destinations of the Year list built off real-time data from millions of daily visitors to its site and app. Six of these hotspots meet the criteria for the brand's new Smart Travel Health Check, a first-in-travel framework, inspired by the World Travel & Tourism Council (WTTC).
It recognises destinations that aim to offer meaningful travel experiences and proactively manage tourism in a sustainable way. The top spots included Big Sky in Montana, USA, Okinawa in Japan, Hobart in Australia and Savoie in France, which has seen a 51% search increase.
Ariane Gorin, CEO of Expedia Group, said: "Some of my most unforgettable travel moments come from immersing myself in local cultures, supporting local economies, and exploring less-travelled destinations.
"We have a responsibility to shape the future of travel: one that's smarter, more sustainable, and deeply respectful of the places we go."
Christopher Imbsen, vice president policy at WTTC, added: "Expedia's Smart Travel Health Check is an innovative initiative that reflects the urgent need to embrace responsible growth models that safeguard communities, protect cultural and natural heritage, and ensure the long-term resilience of destinations."
Research conducted on behalf of the Vrbo arm of the company found trips in 2026 are fuelled by 91% who are seeking getaways focused on reading, relaxation, and quality time with loved ones.
As #BookTok continues to dominate social media, interest in literary-themed travels, 'ReadAways' is also surging with Pinterest searches for "book club retreat ideas" up 265%. And reading-related terms in the holiday let company's guest reviews have nearly tripled.
The 'slow travel' movement is growing, with 84% of travellers expressing interest in staying on or near a farm. Meanwhile 'Set-Jetting' is also back - and bigger than ever - with interest in travelling to destinations inspired by TV shows and movies accelerating.
With The White Lotus's next location in France still to be officially confirmed, the 2026 Set-Jetting Forecast reveals the next wave of cinematic escapes - including Tuscany, Italy inspired by Jay Kelly and Yorkshire, inspired by Wuthering Heights and Downton Abbey: The Grand Finale.
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