Travellers aren’t just booking destinations any more – they’re making a statement. Each trip reflects their identities and passions: hopping between hotels, unplugging with a good book, and restorative getaway or chasing the energy of local sporting events.

Unpack ’26 explores these emerging trends and reveals how cultural moments, personal values and local experiences are shaping travel decisions. Discover data-backed insights and actionable recommendations to help you connect more meaningfully with today’s intentional traveller.

From emerging hotspots to unexpected sports Pilgrimages, these locations reveal how travellers are rewriting the rules of where they go. Learn how to boost your visibility with event-driven insights.

Plus, take a look at Expedia Group’s Smart Travel Health Check, a new tool inspired by the World Travel & Tourism Council (WTTC) to help guide travellers to rich, sustainable cultural destinations.

Two trends redefining the hotel experience – from where travellers stay to how they move.

Historic spaces get a second life as immersive stays, while savvy travellers book multiple hotels in one trip for more value and flexibility. These shifts uncover new ways to stand out, including partnerships and perks.

Holiday rental trends bringing travellers closer to what they love: books, nature and each other.

Literary escapes. Cosy holiday homes. Rural farm stays. Travellers seek deeper connection and slower moments to reinforce their unique value. Learn how improving your reviews and offering promotions can help capture more demand.