Expedia TAAP reveals key travel trends for 2026
Demand for travel remains strong, but travellers are becoming more demanding, informed, and aware of what they want.
Based on the data from Expedia TAAP Partner Programme and latest report Unpack ’26, Robin Lawther, The Vice President of Expedia TAAP for Business Development highlighted the trends that will have the greatest impact on the work of travel agencies in 2026.
The message is clear: travellers are still travelling, but with clearer expectations, a greater focus on experience, flexibility, and the meaning of travel.
Cities and events continue to drive demand
Large cities remain the backbone of traveller interest. Paris was the most searched destination on Expedia TAAP in 2025 with 2.8 million accommodation searches, or 3.8 million including the wider region. Following New York, London, Tokyo and Rome, each with more than 2 million searches.
It is particularly notable Orlando, which recorded a search increase of 55 % compared to October 2024. The reason is major sporting and entertainment events and theme parks.
👉 For agencies, this means an opportunity to:
- Better linking of journeys with events
- early sale of flexible appointments
- Targeted offers for concerts and sporting events
Accommodation: more characters, more choice
Report Unpack ’26 shows a clear shift in accommodation preferences.
In focus are:
- “Hotels with a story” – historic buildings converted into authentic hotels
- Hotel hopping – staying in multiple different hotels during one trip
The search method is also interesting. Filters are used in around 25 % of all examinations, a category “Amenities” records the fastest growth and is used in almost 55 % cases. Passengers are increasingly choosing based on amenities, not just price or star rating.
Set-jetting is becoming a serious business
Travel inspired by films and TV series is no longer a niche trend. Set-jetting You 2026. enters the mainstream.
- Globally, 53 % passengers he says that their interest in this type of travel has increased
- For Gen Z and Millennials taj udio raste na čak 81 %
- In the US alone, the market potential is estimated at around 8 billion USD
The most sought-after locations include Tuscany, Yorkshire, Los Angeles and Dalmatian coast.
„Travellers aren't just looking for a location, they're looking for a story, context, and recommendations,“ Lawther points out.
For advisors, this means more storytelling and an emotional approach to sales.
According to Expedia TAAP, successful agencies will be those that combine personal approach s data-driven tools, recognise event-related demand and create added value through smart combinations.
For tourism professionals, the message is simple: technology is a tool, but experience and knowledge remain the key to differentiation.
