Travel: Unpack ’26: The Next Chapter of Travel — Rest, Reconnection, and Rediscovery

What Is the “Unpack ’26” Trend: Smarter, Slower, and More Meaningful Travel

Expedia Group’s latest report, Unpack ’26: The Trends in Travel, unveils seven global travel movements redefining how we explore the world. Travelers are trading speed for substance, seeking authenticity, wellness, and emotional connection over bucket lists and busy itineraries.

• Sustainability meets soul. Expedia’s new Smart Travel Health Check, developed with the World Travel & Tourism Council (WTTC), honors destinations balancing sustainability, culture, and visitor experience. This signals a global shift toward ethical exploration. Destinations that protect communities and heritage are emerging as aspirational travel models.

• Beyond the viral map. 2026’s “Destinations of the Year” are not just trending on social media—they’re being chosen for authenticity, preservation, and local connection. Travelers want stories, not selfies. These offbeat locations embody the new “smart luxury” of meaningful discovery.

• Travel as stewardship. Expedia CEO Ariane Gorin emphasizes travel’s power to create positive change, with 1 billion average monthly searches showing global appetite for purpose-driven journeys. The report reframes travel as contribution—not consumption.

Why It Is the Topic Trending: A Redefinition of the Travel Experience

The Unpack ’26 insights reflect a generational transformation: travelers are chasing belonging, rest, and narrative-rich experiences over pure escapism.

• From rush to restoration. A growing number of travelers—especially Millennials and Gen Z—view travel as a form of therapy and reflection. Reading retreats, farm stays, and adaptive reuse hotels represent this calming new mindset. It’s not about where you go—it’s how it feels.

• Experiences over itineraries. Across generations, people crave connection—to stories, to people, and to themselves. Sumo wrestling in Japan or gardening in Tuscany is not tourism; it’s participation. This trend turns curiosity into cultural empathy.

• The emotional economy of travel. The intersection of rest, nostalgia, and sensory experience is shaping how brands design travel experiences. Emotional resonance is the new luxury currency.

Overview: The Travel Renaissance of 2026

Expedia’s Unpack ’26 report showcases a new era in travel shaped by sustainability, culture, and self-care. From Fan Voyage (sports-based immersion) to Farm Charm (agritourism) and Readaway Retreats (literary escapes), travel is slowing down—and deepening. Backed by insights from 24,000 global travelers and millions of daily searches, these shifts show how exploration is becoming more intentional, restorative, and purpose-led.

Detailed Findings: The Seven Global Travel Movements

• 1. Fan Voyage. Sports meet culture as travelers flock to sumo wrestling in Japan, Muay Thai in Thailand, and other local traditions. Nearly half of Brits (47%) want to attend a regional sporting event abroad. For Gen Z and Millennials (68%), fandom is a pathway to cultural immersion and belonging.

• 2. Salvaged Stays. Historic buildings—like old banks and train stations—are being reborn as boutique hotels. These upcycled retreats blend nostalgia with sustainability, offering guests both comfort and conscience. It’s where architecture and storytelling intertwine.

• 3. Hotel Hop. Over half of Millennial travelers (59%) book multiple hotels per trip, turning travel into a patchwork of micro-experiences. This trend celebrates diversity within one destination, satisfying curiosity while maximizing adventure.

• 4. Readaway Retreats. Driven by the rise of #BookTok, reading-focused holidays are surging. Pinterest searches for “book club retreats” have jumped 265%, while literary stays emphasize relaxation, mindfulness, and imagination. It’s escapism without distance.

• 5. Farm Charm. The slow travel movement is finding roots—literally. With 84% of travelers interested in farm stays, agritourism is booming. Activities like egg collecting and gardening provide grounding experiences, turning simple living into aspirational luxury.

• 6. Set-Jetting 2.0. Inspired by streaming hits, film tourism is now an $8 billion U.S. market. 81% of Gen Z and Millennials plan trips based on what they’ve watched. The screen is the new travel agent.

• 7. Smart Travel Health Check. Recognizing responsible destinations, this framework promotes tourism that supports locals, preserves ecosystems, and ensures cultural resilience. It’s travel that gives back, not takes away.

Key Success Factors of the Trend: Consciousness, Connection, and Calm

The Unpack ’26 trends succeed because they align with travelers’ emotional and ethical priorities.

• Cultural depth. Experiences that teach, involve, and connect resonate more deeply than luxury for its own sake.

• Sustainability with style. Green travel is evolving from obligation to aspiration, merging eco-consciousness with beauty and comfort.

• Personalization and pace. Travelers want itineraries shaped around rhythm and rest. The rise of self-curated, slower travel reflects a broader desire for presence over performance.

Key Takeaway: The Future of Travel Is Mindful, Multi-Sensory, and Meaningful

2026 marks the rise of “slow indulgence”—luxury defined by intentional experiences.

• Rest becomes resistance. Choosing peace over pace is the ultimate modern privilege.

• Culture becomes collaboration. Travelers don’t just visit—they participate.

• Exploration becomes evolution. Every trip is a journey of both discovery and self-awareness.

Core Consumer Trend: The Seekers of Stillness

Today’s travelers—particularly Millennials and Gen Z—are prioritizing inner wellness and global awareness. They seek stillness, story, and sustainability in equal measure, transforming the act of travel into a form of mindful living.

Description of the Trend: The Era of Intentional Travel

Travel is no longer about ticking boxes but creating meaning.

• Soulful stays. Guests choose properties with purpose—salvaged hotels, local crafts, and cultural workshops.

• Literary leisure. Reading retreats and cultural sabbaticals are the new yoga retreats, offering introspection and imagination.

• Rural reconnection. Farm experiences ground travelers in simplicity, emphasizing authentic connection over spectacle.

Key Characteristics of the Trend: Restorative, Responsible, and Reflective

The 2026 travel landscape is defined by care—for oneself, for others, and for the planet.

• Eco-luxury mindset. Sustainability is embedded in design, dining, and storytelling.

• Digital detoxing. Disconnection is now a premium experience.

• Emotional enrichment. Every destination must offer something that stays with travelers long after they return.

Market and Cultural Signals Supporting the Trend: Purpose Meets Pleasure

The shift toward conscious travel mirrors larger societal changes in wellness, work, and values.

• Post-pandemic priorities. Mental health and meaningful moments are now central motivators.

• Cultural humility. Travelers value learning from locals rather than consuming culture.

• Social media evolution. #SlowTravel and #BookTok communities are reframing how wanderlust is shared—less aesthetic, more authentic.

What Is Consumer Motivation: Connection, Balance, and Belonging

Travelers are motivated by a search for deeper connection—both to place and purpose.

• Cultural curiosity. Experiences that teach or transform are the new souvenirs.

• Personal renewal. Restorative travel helps manage burnout and life transitions.

• Community connection. Travelers want to contribute meaningfully to the destinations they visit.

Description of Consumers: The Mindful Explorers

The 2026 traveler is curious, conscious, and connected.

• Who they are: Global citizens who value authenticity and wellness over luxury.

• Age: 25–45, primarily Millennials and older Gen Zs seeking emotional fulfillment through travel.

• Lifestyle: Hybrid professionals balancing work, wellness, and wanderlust.

• Motivation: To find stillness, purpose, and transformation through meaningful journeys.

How the Trend Is Changing Consumer Behavior: From Tourist to Participant

Travelers are moving from passive consumption to active participation.

• Purpose-driven planning. Bookings now consider ethics, environmental impact, and emotional resonance.

• Local engagement. Community-based tourism is replacing mass-market experiences.

• Curated slowness. Vacations are planned around quiet, reflection, and reconnection.

Implications of the Trend Across the Ecosystem

• For Consumers: More restorative, emotionally fulfilling travel experiences that support personal and planetary well-being.

• For Brands: A need to balance storytelling, sustainability, and sensory immersion in marketing.

• For Destinations: A shift from volume-based tourism to value-based stewardship.

Strategic Forecast: The Rise of “Regenerative Wanderlust”

By 2026, travelers will expect destinations to give back as much as they receive. Regenerative travel—experiences that restore both guest and place—will dominate industry innovation. From reading retreats to rewilded resorts, the journey of the future is one of healing, heritage, and harmony.

Areas of Innovation: Emotional Design and Experiential Balance

• Eco-immersive design. Spaces that blend architecture with landscape will redefine hospitality.

• Community-first models. Tourism that empowers locals through shared ownership and education.

• Sensory travel tech. AI itineraries that balance stimulation with rest, creating mindful travel rhythms.

Summary of Trends: From Escape to Engagement

Core Consumer Trend — “Mindful Mobility.” Travel is transforming into an act of presence and purpose rather than escape.

Core Social Trend — “The Rest Revolution.” Rest, reflection, and reading retreats are redefining what it means to recharge.

Core Strategy — “Regenerative Travel.” Brands are focusing on giving back through sustainability, culture, and wellness.

Core Industry Trend — “Slow Luxury.” Time, peace, and connection have replaced opulence as the new symbols of status.

Core Consumer Motivation — “Meaning Over Movement.” Travelers want fewer trips but deeper transformations.

Trend Implication — “From Escape to Engagement.” The next frontier of travel is emotional depth—where every journey restores both the traveler and the world.

Final Thought: The Soul of Travel Returns

The Unpack ’26 trends reveal a global shift toward restorative, reflective, and regenerative travel. From farm stays to reading retreats, travelers in 2026 are redefining exploration as nourishment—for the planet, for culture, and for the self. The age of fast travel is fading; the future belongs to journeys that move us inward as much as outward.

Source: https://www.newsshopper.co.uk/news/national/uk-today/25558784.travel-trends-2026-revealed---including-reading-retreats/