What are travelers 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 vacation rental industry, with simple takeaways to help you attract more guests and earn rave reviews.

Readaways (vacations focused on reading, unwinding, and bonding with family and friends) are taking center 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, travelers are choosing to unplug, unwind, and connect over stories. Vacation rentals — from coastal homes to countryside retreats — provide the idyllic backdrop for these screen-free trips.

Heading into next year, travelers are trading city lights for starlit skies. This shift aligns with the slow travel movement and rise in popularity for farm stays. In fact, 84% of travelers are expressing interest in staying on or near a farm. This interest in farm stays has increased within the past two years, particularly among Gen Z travelers. 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 travelers 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 travelers. Social mentions of “local sports experiences” have doubled YoY as a majority (57%) of travelers — and an overwhelming 67% of Gen Z — say they’re likely to watch a local sporting event when on vacation.

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, travelers are prioritizing 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 traveling (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 movies and TV shows) first emerged in 2022 and has become a global trend among travelers. Today, it’s projected to become a potential $8 billion industry in the U.S. alone, and 53% of travelers say their desire to take a Set-Jetting trip has increased YoY.**

Award-winning television series “The White Lotus” is just one example of a Set-Jetting TV show, most recently drawing travelers to Koh Samui, Thailand. The next wave of shows and movies fueling 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 optimized, 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.