Where should we go? Which hotels are trending? What are tomorrow’s travelers looking for? Expedia Group, together with Hotels.com and Vrbo, unveils its new annual report “Horizons 2026: Travel Trends” (based on 24,000 respondents), exploring the future behaviors of travelers.
Before enjoying a vacation, the first step is to choose a destination. Big Sky, in Montana (USA), saw a 92% increase in searches last year, and Okinawa, Japan, grew by 71%. Savoie, France (+51%), Ucluelet, Canada (+44%), the Cotswolds, UK (+39%), and Hobart, Australia (+25%) are also among the most popular destinations. These six places meet the criteria of Expedia’s Smart Travel Health Check, a tool inspired by the World Travel & Tourism Council (WTTC) that identifies destinations offering authentic experiences and sustainable tourism. Other highlights for 2026 include Sardinia, Italy (+63%), Phu Quoc, Vietnam (+53%), Fort Walton Beach, Florida, USA (+45%), and San Miguel de Allende, Mexico (+30%).
From sports to reading
As confirmed by many other travel reports, and following the boom in wellness and holistic retreats, sports are becoming an increasingly strong draw for tourists. Fifty-seven percent of travelers want to attend local sporting events, a number that rises to sixty-eight percent among Gen Z and Millennials. Japan stands out for its sumo wrestling, and Thailand for Muay Thai. In Canada and South Korea, travelers are drawn to curling and baseball, while Australian football, banana ball (a baseball variant) in the United States, capoeira in Brazil, and lucha libre in Mexico are also trending.
For those who prefer reading and relaxation, vacations are taking on a literary twist. According to Vrbo, ninety-one percent of travelers are interested in getaways focused on reading and wellness, prioritizing quality time with loved ones. The #BookTok trend continues to thrive on social media, and Pinterest searches for “book club retreats” have jumped two hundred sixty-five percent, while mentions of “reading” in guest reviews have tripled. Destinations such as The Book House No. 43 in Columbus, Le Brise-Lames in Brittany, and The Literary House in Italy are becoming havens for book lovers seeking serenity and cultural escape.
Click here to read the full article on Luxus Magazine.
Featured photo : © Unsplash
