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Ousel Falls, Big Sky, Montana, USA. Photography: Trevor Vannoy.
A new rhythm of travel for 2026
By Geoffrey Williams
Briefly …
Expedia Group’s ‘Unpack ’26’ report reveals a new mood in travel – slower, more intentional and deeply curious. From Montana, USA, to Hobart, Australia, the next wave of travel is about texture over ticking boxes – journeys that feel good, do good, and linger long after the return home.
Hot on the heels of the release of Intrepid Travel’s Not Hot List 2026, the Expedia Group have released their ‘Unpack ’26’ report, which reveals a shift in mindset – from bucket lists to balance – as we look for meaning, connection and a gentler rhythm on the road. Discovery still calls, but we are listening differently. Expedia’s Unpack ’26 shows a move toward slower, more intentional journeys – creative, conscious and full of curiosity.
Expedia Group’s Unpack ’26 report takes a forward look at the year ahead in travel and finds a world still hungry for discovery – but with a more thoughtful appetite. The report paints a vivid picture of where travel is heading – and it’s looking refreshingly curious, with travellers now asking different questions about balance, impact, and meaning.
Unpack '26 is the annual global travel insights report from the Expedia Group, building on years of trend forecasting and traveller behaviour analysis. It draws on data from Expedia, Hotels.com, and Vacation Rentals By Owner (Vrbo)*, along with insights from 24,000 travellers across 18 countries. The report combines real-time platform data from millions of users with third-party research conducted by OnePoll, with its findings backed by behavioural insights, booking patterns, and cultural signals.
While our global appetite for discovery is still strong, we are thinking more carefully about ‘how’ and ‘why’ we go. The destinations catching attention are often the ones that balance wonder with responsibility – places like Big Sky (Montana, USA), Sardinia (Italy), and Hobart (Tasmania, Australia), where nature and culture can still be savoured without the crowds. Expedia has also introduced a new ‘Smart Travel Health Check’ to highlight destinations managing tourism sustainably and responsibly.
“While our global appetite for discovery is still strong, we are thinking more carefully about ‘how’ and ‘why’ we go. The destinations catching attention are often the ones that balance wonder with responsibility – places like Big Sky (USA), Sardinia (Italy), and Hobart (Australia), where nature and culture can still be savoured without the crowds.”
The report identifies seven key trends shaping how we’ll explore in 2026, and a clear shift is towards experiences with a story. One is ‘Fan Voyage’ – the move toward more immersive, local sporting and cultural experiences rather than big-ticket global events – the kind of travel that connects rather than consumes. It’s about joining the crowd at a village football match or watching Muay Thai in a Thai arena instead of chasing World Cup seats. ‘Salvaged Stays’ celebrates the rise of character-filled accommodation – hotels reimagined from schools, banks, and railway stations – while ‘Hotel Hop’ captures the spirit of mixing things up mid-trip, staying in different neighbourhoods for the fun of it and the joy of variety.
The insights from Vrbo lean toward a slower pace. ‘Readaways’ highlight the charm of bookish getaways and quiet, restorative escapes, while ‘Farm Charm’ speaks to the growing appeal of nature-based stays where guests can gather eggs, pick vegetables or simply unwind beneath open skies. Then there’s ‘Set-Jetting’, a trend that’s only gaining momentum as travellers chase the cinematic magic of destinations they’ve seen on screen – from Tuscany’s vineyards to the wild shores of Palawan.
Together, these trends suggest a shift in mindset. Travel in 2026 may well be less about ticking boxes and more about texture – the feel of a place, the stories that stay with us, and the joy of movement itself. It’s travel as connection, curiosity and care – a reminder that even as the world keeps changing, the reasons we roam remain beautifully the same.
Expedia’s 2026 Destinations of the Year
Big Sky, Montana, USA. Photography: Ricky Beron.
1. Big Sky, Montana (92% search increase)
Okinawa, Japan. Photography: Yasuaki Uechi.
2. Okinawa, Japan (71% search increase)
Sardinia, Italy. Photography: Jürgen Scheeff.
3. Sardinia, Italy (63% search increase)
Phú Quốc, Vietnam. Photography: Ondrej Bocek.
4. Phú Quốc, Vietnam (53% search increase)
Bonneval sur Arc, Savoie, France. Photography: le Sixième Rêve.
5. Savoie, France (51% search increase)
Fort Walton Beach, Florida, USA. Photography: WanderDrone.
6. Fort Walton Beach, Florida (45% search increase)
Ucluelet, Canada. Photography: Jeff Parker.
7. Ucluelet, Canada (44% search increase)
Cotswolds, UK. Photography: Josh Smith.
8. Cotswolds, UK (39% search increase)
San Miguel de Allende, Mexico. Photography: Jezael Melgoza.
9. San Miguel de Allende, Mexico (30% search increase)
Hobart, Tasmania, Australia. Photography: Michael Jerrard.
10. Hobart, Australia (25% search increase globally, and a 30% search increase within Australia)
* An important note for our readers from The Solo Traveller Group’s editorial team: Solo travellers can use Vrbo, but it is generally geared toward families and groups looking for entire homes. Airbnb is often considered a better fit for solo travellers due to its variety of options, which include private rooms and short-term stays. However, according to information from Vrbo that The Solo Traveller Group has been unable to independently verify, the platform offers apartments and smaller properties that can be suitable for solo travellers, and some Vrbo listings may have discounts for solo travellers.
Geoffrey Williams is The Solo Traveller Group’s Founder and Publishing Curator. This feature includes information provided by international news agencies and public relations representatives, published here with editorial oversight. You can read The Solo Traveller’s editorial policy regarding external sources here.
Source: Expedia’s ‘Unpack ’26’ report
You can read our feature about Intrepid Travel’s Not Hot List for 2026 here.