Expedia Group tracks the travel trends in UNPACK ’26 report

In its newly released Unpack ’26: The Trends in Travel report, Expedia Group highlights the shifts in traveller behaviour and the destinations set to dominate itineraries in 2026 — including several Canadian destinations and activities spotlighted throughout.

From Destinations of the Year to salvaged hotels and reading retreats, to Curling and farm stays, the seven trends in Unpack ’26 offer a look at the future of travel. Each trend is backed by first-party data from Expedia Group – Expedia, Hotels.com and Vrbo — and insights from 24,000 global travellers across 18 countries.

Expedia: Destinations of the Year

Expedia’s 2026 Destinations of the Year list — powered by real-time data from millions of daily visitors to the Expedia site and app — highlights where global interest is rising fast, even in destinations that haven’t yet gone viral.

Among the top emerging destinations is Ucluelet, the coastal destination in British Columbia, which saw a 44% search increase over the past year.

Six of these hotspots, including Ucluelet, also meet the criteria for Expedia’s new Smart Travel Health Check — a first-in-travel framework from Expedia, inspired by the World Travel & Tourism Council (WTTC).

(To check out the Destinations of the Year, CLICK HERE)

The Smart Travel Health Check recognizes destinations that offer meaningful travel experiences and proactively manage tourism in a sustainable way, helping to ease the strain on the world’s most overvisited cities.

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

Gorin continued: “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.”

The WTTC’s Vice President Policy, Christopher Imbsen said: “Expedia responded to WTTC’s Call to Action on Destination Stewardship with the launch of the Smart Travel Health Check. 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.”

And Imbsen pointed out that: “By applying WTTC’s framework, Expedia is celebrating destinations that work collaboratively to empower residents, strengthen stewardship, and deliver richer, more meaningful travel experiences.”

Unpack ’26 highlights a number of major trends that will shape travel in the coming year. These include:

• Set-Jetting: Screen-inspired travel
• Hotel Hop: Multi-stay trips within one destination
• Farm Charm: Nature-based, slow travel
• Readaways: Literary-themed retreats
• Fan Voyage: Sport-driven cultural experiences
• Salvaged Stays: Upcycled, heritage-rich accommodations

CLICK HERE for more on Unpack ’26.

Photos Courtesy of Expedia Group