Unpack '26: Travel trends to add to your 2026 playbook
Expedia Group's annual trends research, Unpack '26 is out. We’ve picked three insights to help travel advisors plan and drive revenue growth in 2026.
Combining first-party travel data with survey responses from 24,000 travelers across 18 countries, Expedia Group's latest research Unpack '26 spotlights hot traveler destinations and behaviors gaining momentum. Below, we translate the data into actions you can take to increase traveler value and capture demand in 2026.
1. 2026 Destinations: the next big thing in travel
Expedia launched the Smart Travel Health Check, a framework inspired by the World Travel & Tourism Council (WTCC) to guide travelers to sustainable cultural destinations. This new standard was applied to find the trending destinations in the Unpack '26 research.
Tip:
Leverage this list to inspire your clients with places making waves before they hit the mainstream. Increase traveler value by highlighting local experiences, hidden gems and cultural events. Need inspiration? Take a look at our free social media templates below to get started.
The Expedia 2026 destinations of the year include:
Social media templates
Click the link below to view our free 2026 destinations templates. Learn how to use our templates.
2. Fan voyage: sports as cultural immersion
As global football fever is about to drive increased demand next summer, Unpack'26 reports on a slightly different trend: the rise of the cultural sports traveler. Beyond the mega-events, travelers want authentic local sports - think Sumo in Japan or Muay Thai in Thailand. Reasons include learning about local history and traditions (54%), experiencing something unexpected while traveling (52%) or feeling like a local (46%).
Highlighted sports experiences include:
Tip:
Build itineraries around notable local matches and tournaments, targeting friend groups, Gen Z, and bleisure traveler segments. Include 1-2 complimentary activities such as food or brewery tours and offer airport transfers. Increase traveler value by highlighting local experiences, hidden gems and cultural events. Learn how to book activities and airport transfers on Expedia TAAP.
3. Hotel hop: split stays within one destination
Savvy travelers book multiple hotels in the same trip to experience different neighborhoods and max out on deals. Travelers want flexibility, easy ways to explore, and value for money, and they're most likely to do it while on city breaks (53%), during island escapes (48%), when traveling for events (concerts and festivals) (32%), and during "bleisure" trips (22%).
Tip:
For advisors this trend uncovers new ways to add traveler value. Offer split stays with city-center or event-adjacent hotels on the first night(s), followed with a quieter local neighborhood, or a resort with spa or beach access for the final leg of the trip. Use the property filters on Expedia TAAP to find the right property amenities and locations.