Unpack ’26: travel trends every advertiser should know

In 2026, travel is about much more than a packed bag and a plane ticket. It’s about the passion, story and motivations shaping where people go and how they spend.

For some travellers, this means flying halfway around the world to cheer on their favourite teams. Others are building itineraries straight from beloved books and shows. And many are seeking something deeper – choosing 12th-century abbeys instead of modern hotels or opting for stargazing over landmark-hopping.

For an advertiser, these trends signal opportunities to connect with and excite your ideal audience. It’s why we’re giving you an advertising-centric look at our annual Unpack ’26 report.

In 2026, travellers are gearing up to explore every corner of the world, from Big Sky and San Miguel de Allende to Sardinia and Okinawa. Your destination has the potential to be on this list, too. You just have to make it stand out.

The key? Lean into display ads that capture attention both on site and off site, keeping your destination top of mind at every stage.

Make it happen:

• Spotlight the can’t-miss elements of your destination with on-site banners and native ad placements across our brand websites.
• Target people on YouTube with videos that show the most brilliantly beautiful aspects of your destination in every season.
• Retarget travellers offsite with creative that reminds people why your destination is worth the trip.

According to our Unpack report, travellers are likely to watch local sporting events when travelling. From Muay Thai in Thailand to Banana Ball in Savannah, Georgia, they’re seeking out the unique rituals, community and experiences that those events offer.

Plus, they’re ready to explore outside of the arena. Our Sports Tourism Study shows that 47% of these travellers prioritise experiencing destinations beyond sporting events themselves – and 81% of those booking accommodations venture into neighbouring cities.*

Wondering how to reach them? Leverage our travel media network to promote the immersive sporting experiences in your area – not just major events.

Make it happen:

• Highlight the authenticity and community around your destination’s sporting events within on-site search results.
• Create TravelAds Sponsored Listings campaigns that reach fans searching for stays near stadiums or arenas.
• Develop shoppable sports itineraries for your area in partnership with our creative advertising experts at E Studio – and tap into a network of trusted Ambassadors and millions of engaged social communities.
• Team up with travel brands nearby and expand your audience reach with a co-op campaign. (Want some inspiration? See how three Southern California DMOs did just that during a major sports event in Pasadena.)

The 2026 Hotels of the Year feature everything from a 12th-century abbey to a historic former prison in Boston, showcasing historic buildings that have been restored into immersive experiences.

So, what does this mean for you? Travellers are seeking character-filled, unique properties and destinations, so lean into any opportunity to tell your story.

Make it happen:

• Show before-and-after transformations in creative to spotlight your property’s journey over time.
• Partner with destinations to highlight your hotel’s – and town’s – cultural value and place in history.
• Create custom campaigns that invite generations of travellers to share their experience at your property.

54% of travellers shared that they want to hotel hop or book multiple hotels within a single destination.** For some travellers, this is to experience different areas (50%) – and for others, it’s to max out on deals and discounts (35%).**

Use this to your advantage with advertising that increases traveller trust and keeps you visible across the entire booking journey.

Make it happen:

• Leverage sponsored listings to differentiate your hotel as people scroll through search results.
• Craft custom TravelAds copy that highlights your unique amenities – and the hot spots in your area, of course.
• Keep your TravelAds competitive with AI-enhanced automated bidding that dynamically adjusts bids to meet your unique goals and budget.
• Develop display ads that play into different traveller mindsets at your destination and show how your property works for everyone from foodies to families.

2026 is shaping up to be the year of the book retreat and a 285% YoY increase in reading-related terms in Vrbo guest reviews proves it.*** Whether it’s for relaxing screen-free getaways to literary-inspired trips, our report shows that travellers are especially excited by beach houses, coastal homes, cabins and countryside retreats. **

Want to attract these book-loving travellers? Show off literary connections, local bookstores and reading-friendly spots in your advertising.

Make it happen: 

• Promote book-inspired itineraries for your destination (think: moody, vampire-coded escapes in the PNW or a Hemingway-esque escape in Paris).
• Utilise display ads to show off the cosy, picturesque and reading-friendly spots at your property.
• Advertise offsite with creative that invites travellers to ‘bring their TBR’ on their visit to your destination.

The slow travel movement is gaining momentum and 84% of the travellers we talked to said they’re interested in staying on or near a farm.** You don’t have to offer butter-churning to reach these audiences – they’re very into the idea of nature walks or hiking (73%), interacting with farm animals (62%), and harvesting produce or picking fresh fruit (42%).**

Ready to capitalise on this travel trend? Utilise picturesque farmscapes, slow-travel-friendly copy and screen-free opportunities in your advertising.

Make it happen:

• Feature wide landscape imagery in your ad creative to highlight the beauty of the countryside in your region.
• Utilise EG Reach+ to target audiences interested in wellness and the outdoors with evocative, aspirational ads on their favourite streaming platforms.
• Stand out with off-site ads that showcase the nature trails and local produce travellers can find at your destination.

We predicted the set-jetting boom in 2023 and it’s now on track to become an estimated US$8 billion industry in the US alone. From Moana-inspired island escapes to Downton Abbey-worthy countryside trips, travellers worldwide are seeking out the destinations they see on screen.

There’s endless potential to reach audiences with this trend and it all starts with a little storytelling.

Make it happen:

• Work with E Studio to create custom destination campaigns encouraging travellers to ‘book the show’, and build third-party credibility with the help of targeted PR outreach.
• Run display ads that spotlight iconic filming spots or character-driven moments in and around your destination.
• Target streaming fans with custom offsite advertising that taps into the mood, feel and location of their favourite shows.

Our Unpack ’26 report shows that travellers are looking for story and depth in this year’s experiences – and now you have the insights to craft compelling campaigns for every step of the journey.