Expedia unveils 2026 travel trends, launches Smart Travel Health Check

Expedia Group has released its annual global trends report, Unpack ’26: The Trends in Travel, revealing how travellers are reshaping their plans for the coming year and beyond. 

The report identifies seven emerging trends backed by data from 24,000 travellers worldwide and Expedia’s own platform analytics.

Among the highlights is Expedia’s new Smart Travel Health Check, a framework inspired by the World Travel & Tourism Council (WTTC) that recognizes destinations proactively managing tourism growth in sustainable ways. 

Six of Expedia’s 2026 “Destinations of the Year,” including Ucluelet, British Columbia, have met the new criteria. 

Ucluelet saw a 44 per cent increase in searches year over year, according to Expedia data.

“Some of my most unforgettable travel moments come from immersing myself in local cultures, supporting local economies, and exploring less-traveled destinations,” said Ariane Gorin, CEO of Expedia Group. 

“With 1 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.”

“Expedia responded to WTTC’s Call to Action on Destination Stewardship with the launch of the Smart Travel Health Check,” added Christopher Imbsen, vice president policy at WTTC. 

“This innovative initiative reflects the urgent need to embrace responsible growth models that safeguard communities, protect cultural and natural heritage, and ensure the long-term resilience of destinations.”

Other trends in Unpack ’26 highlight a growing demand for experiences tied to community, creativity, and authenticity. 

The Fan Voyage trend shows 57 per cent of travellers are interested in attending regional sporting events, from sumo wrestling in Japan to curling in Canada. 

Meanwhile, Hotels.com’s 2026 Hotels of the Year list spotlights the rise of upcycled and repurposed accommodations, such as Montreal’s Hotel Place d’Armes.

The report also identifies “Hotel Hop” trips, where travellers book multiple hotels within one destination to explore different neighbourhoods or find better rates, a habit especially common among Gen Z and Millennial travellers.

On Vrbo, two emerging trends—Readaways and Farm Charm—reflect a growing preference for slow, restorative travel. 

Ninety-one per cent of travellers say they want getaways focused on reading and relaxation, while 84 per cent are interested in farm stays or countryside experiences, including properties like the Lakefront Farm House in Niagara, Ontario.

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