According to Unpack ’26: The Trends in Travel, Expedia Group’s latest travel forecast, the next wave of global wanderlust is all about meaning, memories and a little bit of magic. Drawing from the insights of 24,000 travelers worldwide, Expedia, Vrbo, and Hotels.com outline key shifts that will define how (and why) we explore in 2026.
Farm Charm: From City Lights to Starlit Nights
Forget rooftop bars—think hay bales and heritage breeds. Expedia’s “Farm Charm” trend taps into travelers’ growing craving for nature and simplicity. A whopping 84% of travelers say they’re interested in staying on or near a farm, with Gen Z leading the charge toward rustic slow travel. Vrbo reports a 300% year-over-year spike in guest reviews mentioning farms, proving that rural escapes are anything but niche. Travelers are seeking stays where they can hike (73%), interact with animals (62%) and pick produce straight from a garden (42%).
Set-Jetting 2.0: From Screen Time to Travel Time
What started as a TikTok trend is now a multibillion-dollar movement. Set-jetting—visiting places made famous by film and TV—is projected by Expedia to become an $8 billion industry in the U.S. alone. Over half of all travelers say their desire to take a screen-inspired trip has grown, and 81% of Gen Z and Millennials are planning vacations around what they’ve streamed. The next wave? Expect to see travelers chasing scenes from Avatar: Fire & Ash in New Zealand, Downton Abbey: The Grand Finale in Yorkshire, Moana: Live Action in Samoa and Nobody Wants This in Los Angeles.
Fan Voyages: Sports Travel with Heart
Expedia also predicts a surge in “Fan Voyages.” These are sports-fueled trips that go beyond the bleachers. Sports fans want to experience the soul of the game, not just the scoreboard. Fifty-seven percent of travelers say they’d attend a local sporting event abroad, and for Gen Z and Millennials, that jumps to 68%. These enthusiasts are looking to experience Muay Thai fights in Thailand, curling in Canada, Lucha Libre in Mexico and the chaotic charm of Banana Ball in Savannah, Georgia.
Readaways: Turning the Page on Relaxation
Vrbo’s “Readaways” trend proves that bookworms are the new influencers. Ninety-one percent of travelers say they’re drawn to trips centered around reading, rest and reconnection. Mentions of reading in Vrbo reviews are up 285%, while Pinterest searches for “book retreats” have doubled. Coastal homes, mountain chalets and countryside cottages are setting the scene for unplugged literary getaways.
Salvaged Stays: Restoring the Past, One Night at a Time
Hotels.com rounds out the forecast with “Salvaged Stays.” Stunning architectural revivals are the newest boutique retreats, and travelers are fully on board. The 2026 Hotels of the Year list includes the Hotel Seiryu Kyoto Kiyomizu in Japan (a converted school), the Bodmin Jail Hotel in the U.K. and Nashville’s Union Station Nashville Yards. Whether it’s a 12th-century abbey in France or a reimagined train station in Tennessee, these stays immerse travelers in history well into the night.
In 2026, travel is shaping up to be about connection to stories, to culture and to the land beneath your feet. Find the full report here.