Travellers in 2026 might be swapping chain hotels for converted prisons, rustic farmhouses and literary retreats, according to the annual report from the Expedia Group.
The company’s Unpack ’26 report uses booking data and thousands of traveller surveys to forecast the destinations and experiences expected to shape travel next year.
Across Europe, the report points to a mix of classic favourites and emerging experiences. Sun-soaked Sardinia and Alpine Savoie lead the way as two of the world’s top trending destinations, while revamped hotels, rustic farm stays and immersive local experiences might set new benchmarks for the activities travellers seek.
Are these the destinations travellers will be flocking to in 2026?
Two European holiday favourites rank among the ‘destinations of the year’ in Expedia’s forecast: Sardinia in Italy and Savoie in France.
Sardinia’s dramatic cliffs, turquoise lagoons and epic hikes are familiar draws, but the island’s renewed focus on heritage and off-season experiences is helping it stand out.
Travellers are encouraged to explore beyond the beaches to experience the island’s mix of Roman, Catalan and medieval history, as well as its nature and nightlife.
Across the Alps, France’s Savoie region is a perennial favourite for its world-class skiing, Alpine scenery and cuisine – from fondue savoyarde to Tomme de Savoie cheese, food is as central to Savoie’s identity as the iconic Mont Blanc or the lakes it borders.
To guide responsible tourism, Expedia this year introduced the Smart Travel Health Check, a sustainability framework inspired by the World Travel & Tourism Council.
Both European destinations scored high marks, but Savoie met all the actions the travel body proposes, from empowering residents to making transparent investments.
Salvaged stays and farm retreats shape travel in 2026
Among 2026’s biggest trends are so-called “salvaged stays,” or heritage buildings turned into unique hotels. Travellers are raving about them, the report says.
In the report, Hotels.com, part of the Expedia Group, highlights several one-of-a-kind European retreats.
Stockholm’s Bank Hotel has turned the 115-year-old former head office of the Södra Sverige Banking company into a five-star, city-centre stay. The Fontevraud L’Ermitage has converted a 12th-century abbey in Anjou, a commune in the Loire Valley, into an unforgettable night’s stay. And the Canfranc Estacion, Royal Hideaway, has revamped an international train station in Huesca, in Spain’s Aragon region, into a one-of-a-kind lodge.
The most unique might be the Bodmin Jail Hotel in Cornwall, where former jail cells inside an allegedly haunted 18th-century jailhouse have become indulgent rooms.
Expedia subsidiary Vrbo, meanwhile, reports a surge in interest in “farm charm” escapes.
According to the report, mentions of farm stays in guest reviews have risen by 300 per cent from 2024, with travellers favouring rural retreats that range from thatched-roof farmhouses in Germany’s northeast to stone cottages in southwest France.
The platform also says 84 per cent of users are interested in staying on or near a working farm, reflecting a wider move towards slower, nature-based travel.
Hotel-hopping, set-jetting and other trends to watch
Expedia adds that more than half of travellers are “hotel hopping,” or booking multiple stays in a single destination to explore different neighbourhoods or find better deals.
Meanwhile, “set-jetting,” a trend fuelled by film and television, continues to grow, with destinations such as Yorkshire and Tuscany expected to draw visitors inspired by new releases such as Downton Abbey: The Grand Finale and Jay Kelly.
While some travel to relive cinematic moments, others are curling up with good books in literary locations. “Readaways” are also on the rise, with 91 per cent of travellers are seeking getaways focused on reading, relaxation and quality time with loved ones.
Vrbo even reports a boom in “book club retreat ideas,” which have surged 265 per cent from 2024, while reading-related terms in guest reviews have nearly tripled.
How the report was compiled
Unpack ’26 combines Expedia Group’s own data with independent research by OnePoll, including surveys of 24,000 travellers in 18 countries. The destinations of the year are based on the biggest annual rises in combined flight and accommodation searches.
From the findings, it’s clear the unifying theme for travel in 2026 might be intention.
Whether it’s book club getaways or farm stays under the stars, travellers are seeking unique destinations and slower-paced experiences that leave them not just recharged, but also with stories to tell when they come home.
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