As the travel industry looks toward 2026, one clear global trend stands out: travellers are trading predictable itineraries for immersive, meaningful experiences that connect them with place, culture and community.
Data from Expedia’s Unpack ’26 report and wider global surveys show a dramatic rise in interest for “farm charm” retreats, heritage conversions and multi-hotel “hops,” all rooted in a desire for slower, more sustainable travel.
Slowing Down: Farm Charm, Heritage Hotels and Hotel-Hopping
Rural hospitality and historical authenticity are defining the global mood for 2026. Farm stays and restored heritage properties – called “Farm Charm” and “Salvaged Stays” – are booming worldwide. According to Expedia data, mentions of farm stays have grown by more than 300 percent year-on-year, while interest in staying at reimagined historical buildings continues to surge. Travellers are no longer content with a hotel room; they want a story, a setting and a sense of belonging.
The “Hotel Hop” trend also continues to expand, especially among Millennials and Gen Z travellers. More than half now plan to stay at multiple hotels within a single trip to experience different neighborhoods or architectural styles. From Tuscany to Tasmania, the emphasis is on exploring one destination in layers – sampling the diversity of local culture, cuisine and design rather than racing through a checklist of landmarks.
Emerging Hotspots and the Rise of Set-Jetting
While the style of travel is changing, so too are the destinations drawing attention. Expedia’s 2026 Destinations of the Year – Beyond the Crowds highlights ten emerging global favorites showing strong year-on-year growth in searches and bookings:
- Big Sky, Montana, U.S. (+92%) – wide-open wilderness, luxury lodges and sustainable outdoor tourism.
- Okinawa, Japan (+71%) – island serenity blending beaches, coral reefs and Ryukyuan culture.
- Sardinia, Italy (+63%) – Mediterranean coastlines with new focus on agritourism and slow food.
- Phu Quoc, Vietnam (+53%) – tropical island escape balancing eco-resorts and cultural roots.
- Savoie, France (+51%) – Alpine landscapes and mountain gastronomy beyond the ski season.
- Fort Walton Beach, Florida, U.S. (+45%) – quieter Gulf Coast alternative to overcrowded resort areas.
- Ucluelet, Canada (+44%) – Pacific Northwest wilderness and marine-life experiences.
- Cotswolds, U.K. (+39%) – heritage villages, farm retreats and countryside cycling trails.
- San Miguel de Allende, Mexico (+30%) – artistic haven with boutique hotels and restored haciendas.
- Hobart, Australia (+25%) – creative island city merging art, nature and culinary innovation.
In parallel, “Set-Jetting” – travel inspired by movies and television – has grown into a mainstream motivator for global audiences. More than 80 percent of Gen Z and Millennial travellers now admit that screen locations influence their travel choices. From the Aegean islands featured in blockbuster films to rugged Nordic landscapes seen in popular streaming series, cinematic travel is shaping destination dreams worldwide.
Sustainability remains the common thread tying these shifts together. Expedia’s Smart Travel Health Check framework evaluates how destinations manage community engagement and environmental responsibility, rewarding places that balance tourism growth with local well-being. In 2026, this dual focus on curiosity and conscience defines the traveller’s mindset.
From working farms in Australia to renovated monasteries in Europe, and from emerging island escapes in Asia to creative mountain towns in North America, the new travel era is guided by authenticity and care. As global tourism continues to evolve, 2026 promises journeys that go beyond the crowds – and deeper into the world.
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