Travelers aren’t just booking destinations anymore — 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 traveler.

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

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

Two trends redefining the hotel experience — from where travelers stay to how they move.

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

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

Literary escapes. Cozy vacation rentals. Rural farm stays. Travelers seek deeper connection and slower moments to reinforce their unique value. Learn how improving your reviews and offering promotions can help capture more demand.