By Robin Lawther, VP of Expedia TAAP and Business Development
As 2026 is now underway, it’s the
perfect opportunity to take stock of the trends and shifts that defined the
travel advisor landscape last year – and more importantly, to understand how
those shifts are setting the agenda for what’s coming next.
With millions of travelers shaping
booking patterns worldwide, 2025 revealed clear signals about how demand is
evolving. If there’s one overarching takeaway, it’s that demand didn’t just
hold steady – it matured, diversified and became more intentional.
We dug deep into data from the Expedia Travel Agent Affiliate Program (TAAP) and paired it with fresh insights from our Unpack ’26 report to
form a view of what advisors are seeing on the ground. From the explosive rise
of pop-culture-inspired travel to the unique ways travelers are choosing their
stays, these findings tell a compelling story about what’s driving decisions
today and how travel advisors can tap into them in 2026.
The top destinations:
big cities, bigger moments
Expedia TAAP search data uncovered last
year’s top destinations for travelers. Paris was the number one getaway spot
in 2025, with 2.8 million lodging searches – 3.8 million when you include the
wider Paris vicinity. And it didn’t stand alone. New York, London, Tokyo and
Rome each saw more than two million searches.
As for most-searched destinations, Orlando
moved to the third spot, with searches surging 55% year over year compared to
October 2024, fueled by marquee cultural events and major sporting
attractions. Named ‘top sports city in the US’ and home to world-class amusement parks, it's the perfect example of
how travelers are increasingly choosing destinations shaped by significant
cultural, entertainment and sporting moments. The takeaway is clear: big-city
energy and event-led moments are shaping where travelers want to be.
Advisor action: build a 2026 events calendar for your top city markets (concert tours,
sports finals, festivals, etc.) and pre-package 2 to 3 date-flexible
itineraries per event – then schedule CRM nudges 60 to 90 days out to capture
early demand.
‘Set-Jetting’
- from niche to norm
Expedia Group first identified
‘Set-Jetting’ – travel inspired by films and TV series – back in 2022. Now,
it’s more than a niche trend – it's a cultural force. In the US alone,
Set-Jetting could become an $8 billion industry.
Our Unpack ’26 report shows that 53% of travelers worldwide say their interest in screen-inspired getaways has grown.
Among Gen Z and Millennials, the number jumps to 81%. These travelers aren’t
just watching – they’re booking. This past year saw sharp demand increases for
destinations linked to both long-running favorites and new breakout hits,
including Tuscany, Yorkshire, Los Angeles and the Dalmatian Coast.
Advisor action: tap into pop culture travel trends by highlighting destinations featured
in popular shows or films. When a destination gains attention, consider sharing
quick tips like must-see areas, photo-worthy spots and local dining
recommendations to help travelers make the most of their visit. To stay ahead
of demand spikes, keep an eye on entertainment news or subscribe to streaming
platform newsletters, so you know when season premieres are coming.
Hotel trends
– from ‘Salvaged Stays’ to ‘Hotel Hopping’
Accommodation preferences are also
evolving for travelers. Straight from Unpack '26, 'Salvaged Stays' – historic
relics converted into immersive accommodation – is taking the industry by storm.
From converted factories to once-forgotten heritage sites, travelers are
choosing stays that feel authentic and distinctive.
Our data on filter usage tells us a lot
about how travelers refine their choices. This year, travel advisors applied
filters in 25% of all lodging searches, with star ratings, guest reviews and
price consistently ranking as the top considerations. However, the
fastest-growing category was amenities, which jumped to nearly 55% year over
year – proof that travelers increasingly know precisely what they want, from
spas to business facilities.
We’re also seeing the rise of the
‘Hotel Hop’, where travelers intentionally split their stay across multiple
properties in a single trip. This shows travelers are hunting for value,
variety and the ability to tailor different parts of their holiday. Perhaps a
boutique hotel for the first two nights, then a resort for relaxation, all
within one itinerary – for example. This trend opens creative opportunities for
advisors to build mix-and-match accommodation packages that deliver flexibility
without compromise.
Advisor action: pitch a two-property plan by default – open with a character-rich stay
(heritage, design-forward) and close with a resort or wellness property; use
the maximum price toggle to quickly spot the most cost-effective nightly splits
and secure the best value. Run an amenities audit with your clients and apply
those filters on Expedia TAAP first to speed up decision-making.
What this
means for 2026
As we look ahead, the message from travelers is clear. They’re seeking trips that feel meaningful, are flexible,
and culturally rich – all delivered with ease and personal touch. Advisors who
combine human insight and genuine care with innovative tools, anticipate
event-led demand, and design flexible, value-forward stays will win. Keep the
playbook focused on event calendars, amenity-first search, two-property plans,
value bundles, and screen-inspired guides. These moves will turn shifting behavior into bookings.
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