Expedia's 2026 Travel Trends Report Highlights Shifting Traveler Preferences

Expedia Group has released its annual 'Unpack ’26: The Trends in Travel™' report, forecasting significant shifts in traveler behavior and popular destinations for 2026. The findings are based on data from over 24,000 global travelers and Expedia's first-party data.

The report outlines seven key trends, including a focus on "Destinations of the Year" that are seeing rising interest, often as alternatives to overcrowded tourist hotspots. To address tourism pressures, Expedia has introduced a "Smart Travel Health Check" framework. This initiative identifies destinations that offer meaningful travel experiences and proactively manage tourism sustainably, inspired by the World Travel & Tourism Council (WTTC).

Expedia's "Destinations of the Year" list, driven by real-time search data, highlights locations like Big Sky, Montana, and Okinawa, Japan, which have experienced substantial increases in interest. Many of these identified destinations also align with the "Smart Travel Health Check" criteria, promoting responsible growth and visitor management.

Another prominent trend identified is "Fan Voyage," which reflects a growing desire among travelers, particularly Gen Z and Millennials, to engage with local and niche sporting events. This includes seeking out experiences such as sumo wrestling in Japan or Muay Thai in Thailand, emphasizing a deeper connection with local culture and communities during travel.