Sportcursions, set-jetting, salvaged stays and sustainable travel are some of the trends revealed in the Expedia Unpack ’26 annual global travel insights report.
The Expedia Unpack ’26 report looks at the traveller behaviour and trending destinations shaping travel next year to know now, while Expedia Group also introduces new B2B Smart Trip AI and APIs for trade partner growth.
Trending destinations in 2026
Mining data across Expedia, Wotif and Stayz along with insights from 24,000 travellers across 18 countries, the Expedia Unpack ’26 report highlights the trending destinations for 2026 according to searches.
These include Big Sky, Montana (+92%); Okinawa, Japan (+71%); Sardinia, Italy (+63%); Phu Quoc, Vietnam (+53%) and Savoie, France (+51%).
Hobart cracked the top 10 list with a 25 per cent increase in searches, along with Fort Walton Beach, Florida (+45%); Ucluelet, Canada (+44%); Cotwolds, UK (+39%); and San Miguel de Allende, Mexico (+30%).
Six of these hotspots (Big Sky, Okinawa, Savoie, Ucluelet, Cotswolds and Hobart) also meet the criteria for Expedia’s new Smart Travel Health Check – earning a tick of approval in a first-in-travel framework to tackle overtourism in popular destinations.
It assesses destinations based on World Travel & Tourism Council’s (WTTC) six principles for sustainable tourism management, allowing travellers to find places that are actively managing tourism sustainably.
Expedia Group CEO Ariane Gorin said: “With one billion average monthly travel searches, Expedia Group isn’t just a travel marketplace, we’re a catalyst for positive change. We have a responsibility to shape the future of travel: one that’s smarter, more sustainable and deeply respectful of the places we go.”
WTTC Vice President Policy Christopher Imbsen added: “By applying WTTC’s framework, Expedia is celebrating destinations that work collaboratively to empower residents, strengthen stewardship and deliver richer, more meaningful travel experiences.”
2026 travel trends
The Expedia Unpack ’26 report also shares several traveller behaviours shaping the future of travel next year and beyond.
These include the continued interest in sportcursions, thanks to a huge international sporting event lineup in 2026, but also uniquely regional experiences, such as sumo in Japan, baseball in South Korea, muay thai in Thailand and curling in Canada.
Set-jetting also shows no signs of slowing down with Yorkshire, UK (Wuthering Heights and Downton Abbey: The Grand Finale); Samoa (Moana); Dalmatian Coast, Croatia (The People We Meet on Vacation); and Wellington, NZ (Avatar: Fire & Ice) just some of the Expedia Unpack ’26 destinations forecast to spark wanderlust next year.
Also in Expedia Unpack ’26 trends, Wotif reveals demand for upgraded domestic holiday parks is up 13 per cent year-on-year as more Aussies seek elevated experiences without straying from the classic holiday park charm.
Aussies are also seeking escapes in smaller towns for a slower pace and fewer crowds, while Stayz reports that 91 per cent are also keen on a farm stay.
In addition, restored abbeys, schoolhouses, and even prisons are also trending for characterful stays.
New Smart AI and APIs
To help travel advisors convert clients, Expedia has launched a new B2B Smart AI that will streamline the planning process with hotel and activity inspo.
Blending industry expertise, travel supply and cutting-edge tech with loyalty offerings, Smart Trip AI delivers a conversational AI tool that provides curated, real-time trip recommendations.
In addition, Expedia will pilot the new Lodging Sponsored Listings API, unlocking advertising for B2B partners, Merchandising API for better promotion (rolling out in 2026), and Typeahead API, a tool suggesting options based on typing searches.
Expedia Group Chief Product & Technology Officer, B2B Karen Bolda said: “Through this new suite of tools, we’re enabling seamless, personalised experiences that turn inspiration into action and traffic into value. This is about empowering our partners to grow with speed, intelligence and impact in a rapidly evolving travel landscape.”
For more info, visit expediagroup.com
