Unpack ’26: the new trends for holiday rentals

What are travellers looking for next year? It’s no longer just about a place to stay – it’s about the full experience. Guests are booking trips based on local character, personal values and cultural moments.

Unpack ’26 – our data-driven predictions on the emerging travel trends – dives deep into the data to predict what’s next. We’re highlighting top trends for the holiday rental industry, with simple takeaways to help you attract more guests and earn rave reviews.

Readaways (holidays focused on reading, unwinding and bonding with family and friends) are taking centre stage for travel planning. This emerging trend is driven in part by the rise of #BookTok on social media and the growing interest in a #ReadingRetreat. Our Vrbo data backs up this rising interest. Vrbo guest reviews with mentions of reading-related terms saw an overwhelming 285% year-over-year (YoY) surge.*

In 2026, travellers are choosing to unplug, unwind and connect over stories. Holiday rentals – from coastal homes to countryside retreats – provide the idyllic backdrop for these screen-free trips.

Heading into next year, travellers are trading city lights for starlit skies. This shift aligns with the slow travel movement and rise in popularity of farm stays. In fact, 84% of travellers are expressing interest in staying on or near a farm. This interest in farm stays has increased in the last two years, particularly amongst Gen Z travellers. And our internal data backs this up: We’re seeing a 300% YoY spike in farm-related guest review mentions on Vrbo. This indicates that travellers value charm, calm and connection.

The most desired farm stay activities include:

• Nature walks or hikes (73%)
• Interaction with farm animals (62%)
• Harvesting produce or picking fresh fruit (42%)

Alongside the widely anticipated 2026 summer sports, a new wave of fanaticism is emerging among travellers. Social mentions of ‘local sports experiences’ have doubled YoY as a majority (57%) of travellers – and an overwhelming 67% of Gen Z – say they’re likely to watch a local sporting event when on holiday.

Beyond the thrill of the sports experience, explorers seek stories, rituals and realness. Whether witnessing the electric energy of sumo wrestling in Japan or the competitiveness of Banana Ball in Savannah, Georgia, travellers are prioritising cultural experiences that offer a front-row seat to the heart of a community.

These experiences include:

• Learning local history and traditions (54%)
• Discovering something unexpected while travelling (52%)
• Feeling like a local (46%)

The world’s hottest travel destinations are no longer just on a map, they’re on the screen. Set-Jetting (travel inspired by films and TV shows) first emerged in 2022 and has become a global trend among travellers. Today, it’s projected to become a potential $8 billion industry in the US alone and 53% of travellers say their desire to take a Set-Jetting trip has increased YoY.**

The award-winning television series ‘The White Lotus’ is just one example of a Set-Jetting TV show, most recently drawing travellers to Koh Samui, Thailand. The next wave of shows and films fuelling screen-inspired escapes includes destinations like Tuscany, Yorkshire and Los Angeles.

Want to stand out and stay booked in the year ahead? Success in 2026 is a mix of science and creativity.

Use data-driven insights to nail the fundamentals, like getting great reviews, keeping your listing optimised and adapting to evolving market conditions. But let the creative details be your superpower. Offering special touches that show guests you get what they want from a trip will be the ultimate strategy to keep them coming back for more.