As we kickstart 2026, it’s the perfect time to take stock of the trends and shifts that defined the travel agent landscape last year – and to look ahead at what’s coming next.
With millions of travellers shaping booking patterns worldwide, 2025 revealed clear signals about how demand is evolving. If there’s one overarching takeaway, it’s that demand didn’t just hold steady – it matured, diversified and became more intentional.
We dug deep into data from Expedia Travel Agent Affiliate Program (TAAP) and paired it with fresh insights from our Unpack ’26 report to form a view of what agents are seeing on the ground. From the explosive rise of pop-culture-inspired travel to the ways travellers are choosing where to stay, these findings tell a compelling story about what’s driving decisions today and how travel agents can tap into them in 2026.
Destinations of the year: Big cities, bigger moments
Let’s start with the destinations travellers were most interested in according to Expedia TAAP’s search data.
Paris was the top getaway spot for travellers in 2025, with 2.8 million lodging searches – 3.8 million when you include the wider Paris vicinity. And it didn’t stand alone. New York, London, Tokyo and Rome each saw more than two million searches.
Orlando moved to the third spot at Expedia TAAP’s most-searched destinations. Fueled by marquee cultural events and major sporting attractions, the city saw searches surge 55% year-over-year compared to October 2024. Named ‘Top Sports City in the US’ and home to world-class amusement parks, it’s the perfect example of how travellers are increasingly choosing destinations shaped by major cultural, entertainment and sporting moments.
These patterns confirm that big‑city energy and event‑led moments are shaping where travellers want to be.
Agent action: Build a 2026 events calendar for your top city markets (concert tours, sports finals, festivals, etc.) and pre‑package 2–3 date‑flexible itineraries per event – then schedule CRM nudges 60–90 days out to capture early demand.
“Salvaged Stays”, “Hotel Hopping” and the art of flexible travel
Alongside the top destinations, accommodation preferences are also evolving.
Straight from Unpack ’26, a key emerging trend among travellers is “Salvaged Stays” – historic relics converted into immersive accommodations. From converted factories to once- forgotten heritage sites, travellers are choosing stays that feel authentic and distinctive.
We’re also seeing the rise of the “Hotel Hop”, where travellers intentionally split their stay across multiple properties in a single trip. They’re hunting for value, variety and the ability to tailor different parts of their holiday – perhaps a boutique hotel for the first two nights, then a resort for relaxation, all within one itinerary. This trend opens creative opportunities for travel agents to build mix-and-match accommodation packages that deliver flexibility without compromise.
Filter usage from Expedia TAAP’s platform also tells us a lot about how travellers refine their choices. This year, travel agents applied filters in 25% of all lodging searches, with star ratings, guest reviews and price consistently ranking as the top considerations. But the fastest-growing category was amenities, which jumped to nearly 55% year-over-year – proof that travellers increasingly know exactly what they want, from spas to business facilities.
Agent action: Pitch a two‑property plan by default – open with a character‑rich stay (heritage, design‑forward) and close with a resort or wellness property; use the maximum price toggle to quickly spot the most cost-effective nightly splits and secure the best value. Run an amenities audit with your clients and apply those filters on Expedia TAAP first to speed decision‑making.
The rise of ‘Set-Jetting’
Expedia Group first identified ‘Set-Jetting’ – travel inspired by films and TV series – back in 2022. Now, it’s no longer a niche trend; it’s becoming a cultural force. In the U.S. alone, Set-Jetting has the potential to become an $8 billion industry.
Our Unpack ’26 report shows that 53% of travellers worldwide say their interest in screen-inspired getaways has grown. Among Gen Z and Millennials, the number jumps to a remarkable 81%. These travellers aren’t just watching, they’re booking.
This past year saw sharp demand increases for destinations linked to both long-running favourites and new breakout hits including Tuscany, Yorkshire, Los Angeles and the Dalmatian Coast.
Agent action: Tap into pop culture travel trends by highlighting destinations featured in popular shows or movies. When a destination gains attention, consider sharing quick tips like must-see neighbourhoods, photo-worthy spots and local dining recommendations to help travellers make the most of their visit. To stay ahead of demand spikes, keep an eye on entertainment news or subscribe to streaming platform
newsletters, so you know when season premieres are coming.
What this means for 2026
Looking to the year ahead, the signals are clear. Travellers want meaning, flexibility and culture – delivered simply and personally.
Travel agents who combine human insight and genuine care with smart tools, anticipate event‑led demand and design flexible, value‑forward stays will win.
Keep the playbook focused: event calendars, amenity‑first search, two‑property plans, value bundles and screen‑inspired guides.
These moves will turn shifting behavior into bookings.
Robin Lawther is Vice President of Business Development at Expedia’s Travel Agent Affiliate Program.
