Major travel platforms Expedia Group and Booking.com have released early forecasts for 2026, indicating a significant shift in traveler preferences. According to new reports, future travel will be heavily influenced by media, a desire for rural escapes, and highly personalized experiences tailored to individual passions.
The predictions, based on extensive surveys and booking data, point towards a departure from traditional vacation models. Instead, travelers are expected to seek out destinations that connect with their hobbies, favorite TV shows, and even beloved books, signaling a new era of niche and experience-driven tourism.
Key Takeaways
- Farm Stays on the Rise: A trend dubbed "farm charm" shows growing interest in rural, nature-focused travel, with 84% of travelers expressing interest in farm-related stays.
- Set-Jetting Continues to Grow: Travel inspired by movies and TV shows is projected to become a multi-billion dollar industry, especially popular among Gen Z and Millennial travelers.
- Book-Inspired Tourism: A new trend called "romantasy" is emerging, where travelers visit locations that resemble settings from popular romance and fantasy novels.
- Ultra-Personalization is Key: Booking.com's survey of over 29,000 people highlights a demand for ultra-personalized journeys that reflect unique individual interests.
A Shift Towards Personalized and Passion-Driven Travel
One of the most significant findings for 2026 is the move toward hyper-personalized travel. According to a large-scale survey by Booking.com, which included over 29,000 travelers across 33 countries, the one-size-fits-all vacation is becoming a thing of the past. People now want trips that are a direct reflection of their personal identity and passions.
This trend goes beyond simply choosing a destination. It involves crafting entire itineraries around specific interests, whether that's a hobby, a professional field, or a deep-seated personal value. The data suggests that travelers are no longer content with generic sightseeing and are actively seeking more meaningful and customized experiences.
This demand for personalization is driving the growth of niche travel markets. Instead of mass tourism, the focus is shifting to smaller, more curated experiences that cater to very specific desires. This change impacts everything from accommodation choices to the types of activities travelers book.
The Data Behind the Trend
Booking.com's annual Travel Predictions report, now in its 10th edition, leverages a global survey to identify emerging patterns. The scale of this research provides a comprehensive look at how traveler attitudes are evolving on a worldwide scale, making the emphasis on personalization a globally relevant trend.
The Rise of Rural Retreats and 'Farm Charm'
A notable trend identified by Expedia Group is the growing appeal of rural destinations, a concept they call "farm charm." This involves travelers actively choosing to unplug from city life and reconnect with nature in agricultural settings. The movement reflects a desire for slower, more deliberate travel experiences.
Activities associated with this trend include hiking through natural landscapes, interacting with farm animals, and participating in agricultural activities like collecting fresh eggs or harvesting produce. It’s a hands-on approach to vacationing that prioritizes tranquility and a connection to the land.
A Surge in Rural Interest
According to Expedia's "Unpack 2026" report, 84% of travelers have expressed an interest in staying on or near a farm. This interest is also reflected in booking behavior, with mentions of farm-related experiences in Vrbo guest reviews surging by 300% year-over-year.
This data indicates a clear shift in priorities. Many travelers are now searching for "starlit skies over busy city lights," as the Expedia report notes. The appeal lies in the simplicity and authenticity of the experience, offering a distinct contrast to the fast-paced nature of modern urban life. This trend suggests a growing market for agritourism and rural hospitality providers.
Entertainment's Growing Influence on Travel Choices
The influence of television and movies on travel plans, known as "set-jetting," is not a new phenomenon, but it is expected to accelerate significantly by 2026. First gaining widespread attention in 2022, set-jetting involves visiting the actual filming locations of popular shows and films.
Expedia highlights the continued travel boom in Thailand following the third season of the hit series "The White Lotus" as a prime example of this trend's power. The visual appeal of on-screen locations inspires viewers to turn their binge-watching habits into real-life bucket lists.
An $8 Billion Potential Market
The economic potential of this trend is substantial. Expedia projects that set-jetting could become an $8 billion industry in the United States alone. This forecast is supported by strong traveler interest:
- 53% of travelers have expressed a desire to take a set-jetting trip.
- 81% of Gen Z and Millennial travelers are planning getaways based on what they have watched.
This demographic data is particularly important, as it shows that younger generations are leading the charge in media-inspired travel. For these travelers, visiting a filming location offers a unique way to connect with their favorite stories and characters on a deeper, more immersive level.
"The connection between what people watch and where they want to travel is stronger than ever. This binge-to-bucket-list trend is transforming how destinations are discovered and experienced by a new generation of travelers."
From Page to Passport: The Emergence of 'Romantasy' Tourism
While screens are a major influence, Booking.com has identified another source of travel inspiration: books. A new trend, which could be described as "romantasy" tourism, is emerging from the pages of popular romance and fantasy novels.
Travelers are increasingly seeking out destinations that evoke the atmosphere of their favorite fictional worlds. This could mean exploring ancient castles, wandering through enchanted forests, or visiting historic ruins that feel like they've been lifted directly from a novel. The goal is to experience the magic and romance of these literary settings firsthand.
The appeal of this trend is surprisingly broad. According to Booking.com's research, 71% of global travelers are open to the idea of visiting a destination inspired by the "romantasy" genre. This indicates a large, untapped market for travel companies and tour operators who can create itineraries based on popular literary themes.
This trend suggests that storytelling, in all its forms, is becoming a primary driver of travel decisions. Whether inspired by a film, a TV series, or a novel, travelers in 2026 will be looking for journeys that offer a narrative and a chance to step into another world, even if just for a little while.
