As the world of travel continues to evolve, Expedia Group’s latest global report, Unpack ’26: The Trends in Travel™, offers a fascinating glimpse into how—and where—we’ll explore in the year ahead. Drawing on insights from 24,000 travellers across 18 countries, along with first-party data from millions of Expedia, Hotels.com, and Vrbo users, the report identifies seven key trends that will shape the way we travel in 2026.
Destinations of the Year: Beyond the Crowds
Powered by Expedia’s real-time search data, this year’s “Destinations of the Year” list celebrates locations where global interest is rising fast—even before they go viral. Among the standouts is Ucluelet, British Columbia, which saw a remarkable 44% increase in searches, earning its place among global heavyweights like Sardinia, Okinawa, and Big Sky, Montana.
Ucluelet also meets the criteria for Expedia’s new Smart Travel Health Check—a first-of-its-kind sustainability framework inspired by the World Travel & Tourism Council (WTTC). This initiative highlights destinations that prioritize responsible tourism, community engagement, and environmental stewardship.
“With one billion monthly travel searches, Expedia Group isn’t just a marketplace—we’re a catalyst for positive change,” says Ariane Gorin, CEO of Expedia Group. “We have a responsibility to shape the future of travel: one that’s smarter, more sustainable, and deeply respectful of the places we go.”
Fan Voyage: The Rise of Sport-Driven Travel
Move over, Super Bowl. In 2026, travelers are embracing local sports experiences that offer a deeper cultural connection. Expedia’s Fan Voyage trend shows 57% of travellers are likely to attend regional sporting events while abroad—from sumo wrestling in Japan to curling in Canada or Lucha Libre in Mexico. For Gen Z and Millennials, it’s not just about watching—it’s about feeling part of a community.
Hotels.com Highlights: Salvaged Stays and Hotel Hops
On Hotels.com, travellers are rediscovering the charm of adaptive reuse. The 2026 Hotels of the Year list features “Salvaged Stays”—historic properties transformed into boutique accommodations. Think former train stations, abbeys, and even prisons turned into design-forward hotels like Montreal’s Hotel Place d’Armes, which once served as a federal building and bank.
Meanwhile, another new habit is reshaping city breaks: Hotel Hopping. More than half of travellers (54%) now book multiple hotels in one destination, maximizing exploration and variety. From hopping between Broadwick Soho and The Petersham in London to Four Points Patong and Metadee Concept Hotel in Phuket, this trend proves that sometimes one stay just isn’t enough.
Vrbo’s 2026 Retreats: Reading, Farming, and Reconnecting
Over on Vrbo, travelers are embracing slower, more meaningful escapes. The Readaways trend, inspired by the viral #BookTok movement, shows that 91% of travelers are seeking peaceful, literature-infused getaways—perfect for curling up with a good book and great company.
At the same time, Farm Charm experiences are on the rise, with 84% of travelers expressing interest in farm stays. Vrbo highlights Canadian favorites like the Lakefront Farm House in Niagara, Ontario, where visitors can swap screen time for starlit skies, collect eggs, or wander scenic trails.
Set-Jetting 2.0: Screen to Scene
The phenomenon of Set-Jetting—traveling to locations made famous by TV shows and films—shows no sign of slowing. In fact, it’s now projected to become an $8 billion industry in the U.S. alone. Top trending destinations for 2026 include Yorkshire, U.K. (inspired by Downton Abbey: The Grand Finale), Tuscany, Italy (Jay Kelly), Croatia’s Dalmatian Coast (People We Meet on Vacation), and Los Angeles (Nobody Wants This).
With 81% of Gen Z and Millennial travellers planning trips inspired by what they’ve seen on screen, this trend is turning binge-worthy moments into real-world adventures.
The Future of Travel
From eco-certified coastlines to upcycled hotels and literary hideaways, Unpack ’26 signals a shift toward smarter, more conscious, and culturally connected travel. Whether it’s hopping between hotels, discovering local sports, or simply slowing down to read under the stars, 2026 promises to be a year of meaningful exploration.
To explore the full Unpack ’26 report and find out more about next year’s travel trends, visit expedia.ca/unpack26.
