Expedia Group today released Unpack ’26: The Trends in Travel™. The annual global report highlights shifts in traveller behaviour and the destinations set to dominate itineraries in 2026, including several Canadian destinations and activities spotlighted throughout. It’s also got some great destinations in such places as England, Italy, Asia and Australia.
From Destinations of the Year to salvaged hotels and reading retreats, to curling and farm stays, the seven trends in Unpack ’26 offer a look at the future of travel. Each trend is backed by first-party data from Expedia Group, and insights from 24,000 global travellers.
Expedia — Destinations of the Year: Expedia’s 2026 Destinations of the Year list — powered by real-time data from millions of daily visitors to the Expedia site and app — highlights where global interest is rising fast, even in destinations that haven’t yet gone viral. Among the top emerging destinations is Ucluelet, the stunning year-round coastal destination in British Columbia, which saw a 44% search increase over the past year.
Six of these hotspots, including Ucluelet, also meet the criteria for Expedia’s new Smart Travel Health Check — a first-in-travel framework from Expedia, inspired by the World Travel & Tourism Council (WTTC). The Smart Travel Health Check recognizes destinations that offer meaningful travel experiences and proactively manage tourism in a sustainable way, helping to ease the strain on the world’s most overvisited cities.
Bourton-on-the-Water is a delightful spot in the Cotswolds area of England. Jim Byers Photo
| 2026’s Destinations of the Year — Beyond the Crowds | |||
| Destination | % Search Increase | Destination | % Search Increase |
| Big Sky, Montana, U.S. ✔️ | +92% | Fort Walton Beach, Florida, U.S. | +45% |
| Okinawa, Japan ✔️ | +71% | Ucluelet, Canada ✔️ | +44% |
| Sardinia, Italy | +63% | Cotswolds, U.K. ✔️ | +39% |
| Phu Quoc, Vietnam | +53% | San Miguel de Allende, Mexico | +30% |
| Savoie, France ✔️ | +51% | Hobart, Australia ✔️ | +25% |
(Editor’s note: I was in Sardinia eight years ago and had a great time exploring with an old friend. I was in Hobart, Tasmania a couple years ago and thought it was a very cool city. And I adore the Cotswolds.)
Explore each Destination of the Year here.
Expedia — Fan Voyage: 2026 is a huge year for international sports, but there’s a new wave of fanaticism all about immersive, local experiences. Expedia’s Fan Voyage trend reveals a surge in uniquely regional sporting experiences, with 57% saying they’re likely to attend one while on a trip.
From sumo wrestling in Japan to curling in Canada and Lucha Libre in Mexico, travellers — particularly Gen Z and Millennial travellers (68%) — are seeking front-row seats to learn about timeless traditions. Fan Voyage shows it’s not just about the game — it’s about community, culture, and feeling like a local.
| 2026’s Hottest Fan Voyage Tickets | |||
| Sport | Location | Sport | Location |
| Sumo Wrestling | Japan | Banana Ball | U.S. |
| Muay Thai | Thailand | Capoeira | Brazil |
| Curling | Canada | Lucha Libre | Mexico |
| Baseball | South Korea | Hurling | Ireland |
| Australian Rules Football | Australia | Caber Tossing | Scotland, U.K. |
Check out how to get seats to Fan Voyage events here.
Hotels.com — Salvaged Stays: Next year, travellers are putting the “rest” in restoration by checking into hotels that combine historical architecture with modern amenities. Hotels.com’s 2026 Hotels of the Year list spotlights a surge in demand for upcycled retreats such as former schoolhouses, train stations, and banks, including Montreal’s Hotel Place d’Armes, that offer guests a comfortable stay filled with unique character and cultural relevance.
Very stylish, and with great food to boot. I loved my stay at The Old Clare Hotel in Sydney, Australia.
| 2026’s Hotels of the Year — Salvaged Stays | |||
| Property | Location | % Increase | Former Use |
| Hotel Seiryu Kyoto Kiyomizu | Kyoto, Japan | +194% | School |
| Bodmin Jail Hotel | Cornwall, U.K. | +110% | Prison |
| Sandi Hotel | Rio de Janeiro, Brazil | +72% | Mint & School |
| Fontevraud L’Ermitage | Anjou, France | +71% | Abbey |
| Union Station Nashville Yards | Nashville, U.S. | +57% | Train station |
| The Old Clare Hotel | Sydney, Australia | +45% | Brewery & Pub |
| Hotel Place d’Armes | Montreal, Canada | +36% | Bank & Federal building |
| Nine Orchard Hotel | New York City, U.S. | +23% | Bank |
| Bank Hotel | Stockholm, Sweden | +13% | Bank |
| Canfranc Estacion, Royal Hideaway | Canfranc, Spain | +9% | Train station |
(Editor’s note: The Old Clare is a very chic hotel in Sydney. I stayed a few years ago and thought it was terrific.)
See more Salvaged Stays inspiration here.
Hotels.com — Hotel Hop: More than half of travellers (54%) are making every trip count by booking multiple hotels within a single destination. This emerging trend — dubbed Hotel Hop — is driven by travellers’ desire to:
- Explore different neighborhoods (50%)
- Unlock better deals (35%)
City breaks, island escapes, and event-driven travel such as concerts and festivals are key motivators. The Hotel Hop trend is especially popular among Gen Z and Millennial travellers, with one in four seeing “bleisure” trips as the perfect opportunity to hop from one stay to the next.
Stockholm, Sweden. Raphael Andres/Unsplash Photo
Hot Trips for Hotel Hoppers
- Tokyo, Japan: Hop from Cyashitsu Ryokan Asakusa to Hotel Indigo Tokyo Shibuya.
- Phuket, Thailand: Hop from Four Points by Sheraton Phuket Patong Beach Resort to Metadee Concept Hotel.
- London, U.K.: Hop from Broadwick Soho to The Petersham.
- Paris, France: Hop from Hotel Regina Louvre to La Planque Hôtel.
- Honolulu, Hawaii, U.S.: Hop from Four Seasons Resort Oahu at Ko Olina to Wayfinder Waikiki
(Editor’s note: I quite enjoyed my stay at the Four Seasons Resort Oahu at Ko Olina in 2018.)
Read about the top Hotel Hop combinations here.
The Four Seasons Hotel Oahu at Ko Olina. Jim Byers Photo
Vrbo — Readaways: Trips in 2026 are getting “lit” — literally. Vrbo reveals 91% of travellers are seeking getaways focused on reading, relaxation, and quality time with loved ones. As #BookTok continues to dominate social media, interest in literary-themed travels is surging with Pinterest searches for “book club retreat ideas” up 265%, and Vrbo’s reading-related terms in guest reviews nearly tripling.*
Recommended Rentals for Readaways include:
- Atlantic Pearl – Port Medway, Nova Scotia, Canada
- Family-Friendly Cottage — Gnarrenburg, Lower Saxony, Germany
- Novel Retreat – Austin, Texas, U.S.
- Lyra — Kangaroo Valley, New South Wales, Australia
- The Literary House — Sorrento, Italy
See more inspiration on the best Readaways here.
Vrbo — Farm Charm: The slow travel movement is gaining ground, with 84% of travellers expressing interest in staying on or near a farm, with properties including the Lakefront Farm House in Niagara, Ontario, spotlighted in the report. Mentions of farm-related experiences in Vrbo guest reviews have also surged 300% year-over-year,* signaling how travellers are searching for starlit skies over busy city lights in 2026.
Farm Charm is about unplugging and reconnecting with nature. Top activities for travellers include:
- Hiking trails (73%)
- Animal interactions such as collecting eggs, feeding animals, or birdwatching (62%)
- Gardening or harvesting produce (42%).
Niagara Falls, Ontario, Canada. Jim Byers Photo
Top Farm Charm Finds:
- Lakefront Farm House in Niagara — Lincoln, Ontario, Canada
- Cider Hill Haven — New Haven, Vermont, U.S.
- The Haven at Hills Point Farm — Cambridge, Maryland, U.S.
- Moorhall Farm — Worcester, England, U.K.
- Barakee Homestead — Rosevale, Queensland, Australia
Explore more properties with Farm Charm here.
The 2026 Set-Jetting Forecast: Set-Jetting is back — and bigger than ever. First spotlighted by Expedia in 2022, this trend of traveling to destinations inspired by TV shows and movies is now projected to become a potential $8 billion industry in the U.S. alone.* Interest is accelerating:
- 53% of travellers say their desire to take a set-jetting trip has increased in the past year.
- 81% of Gen Z and Millennial travellers now plan getaways based on what they’ve seen on screen.
With The White Lotus’s next location in France still to be officially confirmed, the 2026 Set-Jetting Forecast reveals the next wave of cinematic escapes — from the U.K.’s rolling hills of Yorkshire to the epic coastlines of Croatia. Set-Jetting is turning binge-worthy moments into bucket-list adventures.
There are several beautiful villages near the Adler Thermae Spa in Tuscany. – Jim Byers Photo
| The 2026 Set-Jetting Forecast | |
| Location | Film/Series Inspiration |
| Yorkshire, U.K. | Wuthering Heights and Downton Abbey: The Grand Finale |
| Tuscany, Italy | Jay Kelly |
| Samoa, Polynesia | Moana (Live Action) |
| Dalmatian Coast, Croatia | People We Meet on Vacation |
| Peloponnese, Greece | The Odyssey |
| Los Angeles, U.S. | Nobody Wants This |
| Wellington, New Zealand | Avatar: Fire & Ash |
| Palawan, Philippines | The Last Resort |
Read more about Set-Jetting here.
To learn more about the travel trends in Unpack ’26, visit expedia.ca/unpack26. Visit https://www.expedia.ca/newsroom/ for Unpack ’26 assets and more news from Expedia, Hotels.com, and Vrbo.
