Keep an Eye Out for These Travel Trends in 2026
Priceline Unveils 2026 “Where to Next?” Report, Showcasing the Travel Trends Set to Define the Year Ahead.
According to new research from Priceline, seven travel behaviors, trends, and destinations are expected to define the year ahead for travel based on proprietary travel data. Findings indicate that 2026 is the year of more—more exploration, more spontaneity, and more travelers saying “yes” to the moment. The intentional travel and search for connection that defined 2025 haven’t disappeared; they’ve evolved. This year, travelers are layering in impulse, indulgence, adrenaline, and a touch of nostalgia into their plans.
“Travel in 2026 is a blend of impulse and intention. Priceline’s latest research reveals a shift toward more spontaneous trips, new regional exploration, and travelers who are increasingly steering their own journeys—from Gen Z revisiting nostalgic destinations to parents letting Gen Alpha lead the way,” shared Lesley Klein, SVP, Strategy and Brand Marketing for Priceline. “Combined with the growing role of AI-powered planning, these trends point to a traveler who’s changing the playbook on how, when, and why they go.”
Take a look at what exactly these trends are below.
Little Treat Travel
The rise of “treat culture” is fueling a new kind of jet set. Those $15 brown sugar cortados and spontaneous spa days? They’ve gone global. Travelers are turning small indulgences into big adventures, booking last-minute getaways “just because.” Vacations are no longer saved for birthdays or long PTO stretches, and quick “me-kends” are the new must-have mood boosters. In fact, 65% of travelers, including Gen Z, say they’ve booked a trip purely as a treat to lift their spirits.
Midwest Quests
The Midwest is stealing the spotlight. With quirky attractions, charming small towns, and lively city centers, this region is quickly becoming travel’s next big thing. Sixty-three percent of travelers say they’re more interested in visiting the Midwest than they used to be, and it’s easy to see why. From Michigan’s lakeside escapes and Illinois’ Route 66 pit stops to Nebraska’s craft breweries and historic trails, the heartland’s mix of authenticity, affordability, and low-key cool is winning travelers over, one road trip at a time.
DéjàView
Millennials and Gen Z are revisiting the places and experiences that shaped them, turning nostalgia into their next itinerary. Seventy-three percent of travelers say they’re drawn to trips that help them reconnect with their past and 82% of younger travelers can’t wait to return to childhood favorites. Family beaches, amusement parks, and hometown hangouts are all back on the rise, now with a grown-up twist that blends comfort with modern adventure.
Expedition Beach
For 2026, beach vacations are getting a major adrenaline boost. Travelers are swapping beach reads for jungle hikes, parasailing, jet skiing, and cliff diving. According to the research, 74% of travelers are seeking beaches that excite, not just relax. Expect a rise in exotic, adventure-ready coasts that deliver thrills, stories, and unforgettable memories far beyond the tan lines.
Tailgate Tourism
College game days are becoming weekend-long adventures. Fans are packing their bags, not just their team gear, as college towns with top-ranked teams turn into must-visit destinations. Nearly two-thirds of travelers say they’d love to visit a college town, and 70% of Gen Z and Millennials would go just to feel the electric energy of game day. With great food, live music, and local buzz beyond the stadium, it’s clear: college towns aren’t just for students anymore.
Kidfluence
The tiniest tastemakers are shaping where families go next. Vacations are no longer just a parental call. Eighty-seven percent of parents say their kids help choose and plan the trip. Fueled by curiosity, creativity, and a little screen-time inspiration, Gen Alpha is bringing fresh ideas to the family itinerary. From hotels that spark play to destinations that feel straight out of their favorite movies, family travel is getting a fun, next-generation upgrade.
Dead Zoning
After years of blurred lines between work and play, travelers are hitting the reset button, hard. A new wave of analog travelers is embracing extreme digital detoxing to bring back true work-life balance. No Slack pings from the beach. No Zoom calls from the hotel lobby. Just real out-of-office energy. Fifty-nine percent of travelers say they’re setting stronger boundaries with work during vacations and are choosing destinations that make unplugging effortless—often literally. For these travelers, recharging means powering down devices and finding the kind of quiet you can’t get from airplane mode.
The entire report can be viewed here.
Courtesy of Groups Today.
