What will travelers seek in 2026? According to Unpack ’26, the new data-driven trends guide by Expedia Group (Expedia, Hotels.com, and Vrbo), travel is no longer just about accommodation—it is becoming a holistic experience, closely connected to local identity, personal values, and cultural moments at each destination.
Predictions are based on booking data, reviews, and social trends, with a strong focus on short-term rentals, offering actionable insights for property owners and tourism professionals looking to stay competitive.
Readaways – Screen-free, relaxing travel
One rising trend is Readaways—trips dedicated to reading, relaxation, and connecting with family and friends. Boosted by #BookTok and the popularity of reading retreats, Vrbo reports a 285% annual increase in guest mentions related to reading. Travelers increasingly seek quiet, screen-free stays in coastal or rural locations.
Farm stays – From city lights to starry skies
Slow travel and farm stays are gaining traction. Research shows 84% of travelers want to stay on or near a farm, especially among Gen Z. Vrbo data indicates a 300% annual increase in farm stay mentions, highlighting the appeal of authenticity, calm, and nature connection. Popular activities include hiking (73%), farm animal interaction (62%), and fruit or crop picking (42%).
Fan Voyage – Sports, local culture & authentic experiences
The 2026 sports summer drives the Fan Voyage trend. Social media mentions of local sports experiences have doubled, with 57% of travelers (67% Gen Z) likely to attend local sports events. Travelers seek rituals, stories, and authenticity—from sumo in Japan to Banana Ball in Georgia, USA.
Set-Jetting – Travel inspired by film and TV
Set-Jetting, trips inspired by movies and series, is a growing global phenomenon, projected to become an $8B market in the U.S. alone. Shows like The White Lotus have boosted destinations such as Koh Samui, with screen-inspired travel expected to expand to Tuscany, Yorkshire, and Los Angeles.
The 2026 Challenge: Data and creativity
Success in 2026 relies on combining data analysis with creative touches. Optimizing listings, managing reviews, and adapting to market changes is essential—but personalized experiences and small gestures demonstrating guest understanding will be the real competitive advantage.
The Vrbo team will attend the Short Stay Athens Conference 2026.
