Expedia Unveils 2026 Travel Trends to Tackle Overcrowding

Expedia Group has released its inaugural report, “Unpack ’26: The Trends in Travel,” revealing essential shifts in traveller behaviour for 2026. The report aims to address significant challenges facing the tourism industry, particularly overcrowding in popular destinations. It identifies emerging trends that could redefine travel experiences, ranging from unique sports events to literary retreats and farm stays.

Key Trends Reshaping Travel in 2026

The report highlights five primary trends that will influence travel choices in 2026. These trends are backed by first-party data and insights from a survey of 24,000 global travellers. The findings demonstrate a growing desire for sustainable and meaningful travel experiences. One notable initiative is Expedia’s Smart Travel Health Check, which identifies destinations that are effectively managing tourism while providing rich cultural experiences.

Ariane Gorin, CEO of Expedia Group, emphasized the company’s commitment to fostering a responsible tourism model. She stated, “Some of my most unforgettable travel moments come from immersing myself in local cultures, supporting local economies, and exploring less-travelled destinations.” Expedia Group’s platform, with an average of 1 billion monthly travel searches, plays a vital role in shaping future travel.

Among the identified trends, the Destinations of the Year list showcases locations with rising global interest, informed by real-time data from the Expedia site and app. Notably, six of these destinations meet the criteria for the Smart Travel Health Check, a framework established in collaboration with the World Travel & Tourism Council (WTTC). This initiative aims to alleviate the pressure on overvisited cities by promoting sustainable tourism practices.

Emerging Travel Preferences

One of the standout trends is the Fan Voyage, which highlights a surge in regional sporting experiences. With 60% of New Zealanders expressing interest in attending local sports events while travelling, this trend underscores the importance of community and cultural engagement. Young travellers, particularly from the Gen Z and Millennial demographics, are eager to immerse themselves in local traditions, whether it be sumo wrestling in Japan or Muay Thai in Thailand.

Additionally, the Readaways trend reflects a growing interest among travellers seeking retreats focused on reading and relaxation. Research indicates that 94% of Kiwi travellers are inclined towards trips that allow quality time with loved ones over literary themes. This aligns with the rising influence of social media platforms like TikTok, where searches for “book club retreat ideas” have soared by 265% on Pinterest.

The Farm Charm trend is also gaining traction, with 90% of Kiwi travellers showing interest in farm stays. This reflects a broader shift towards slow travel, with many seeking to reconnect with nature and escape the hustle and bustle of urban life. Mentions of farm-related experiences in guest reviews have increased by 300% year-over-year, indicating a desire for starlit skies and rural tranquillity.

Another significant trend is the resurgence of Set-Jetting, where travellers visit locations featured in films and television shows. This trend, initially identified by Expedia in 2022, is projected to grow into an $8 billion industry in the U.S. alone. With 47% of Kiwi travellers expressing heightened interest in set-jetting trips, destinations such as the picturesque landscapes of Yorkshire and the stunning coastlines of Croatia are becoming increasingly appealing.

For more insights on the travel trends identified in “Unpack ’26,” visit www.expedia.co.nz/unpack26.

Expedia Group continues to position itself as a leader in the travel industry, focusing on sustainable practices that benefit both travellers and local communities. As the world prepares for 2026, these insights offer a glimpse into the evolving landscape of travel, encouraging people to explore the world in new and meaningful ways.