Priceline Unveils 2026 “Where to Next?” Report, Showcasing the Travel Trends Set to Define the Year Ahead

In 2026, travelers are embracing more: more exploration, more connection and more spontaneity than ever before
NORWALK, Connecticut., Oct. 16, 2025 – Today, Priceline announced the release of its 2026 Where to Next? Travel Trends Report, revealing the seven travel behaviors, trends, and destinations that will define the year ahead based on proprietary travel data.

2026 is the year of more – more exploration, more spontaneity, and more travelers saying “yes” to the moment. The intentional travel and search for connection that defined 2025 haven’t disappeared; they’ve evolved. This year, travelers are layering in impulse, indulgence, adrenaline, and a touch of nostalgia into their plans.

According to Priceline research, travelers expect to spend an average of 15 days traveling for leisure next year and plan to increase their travel budgets by roughly $350. With new destinations gaining popularity both domestically and abroad, travelers are preparing for 2026 by asking themselves: “Where to next?”.

As travelers chart their course for 2026, they’ll treat themselves to spontaneous, feel-good getaways with Little Treat Travel or find fresh inspiration in destinations like Michigan and Nebraska while on a Midwest Quest. They’ll DéjàView when revisiting beloved destinations from childhood, or trade quiet beach days for adrenaline-fueled adventures with Expedition Beach trips.

Others will go completely off the grid when Dead Zoning, embracing remote escapes that force them to truly unplug. College towns will take center stage as travelers embrace Tailgate Tourism, while families let their youngest travelers lead the way thanks to Kidfluence.

“Travel in 2026 is a blend of impulse and intention. Priceline’s latest research reveals a shift toward more spontaneous trips, new regional exploration, and travelers who are increasingly steering their own journeys – from Gen Z revisiting nostalgic destinations to parents letting Gen Alpha lead the way,” shares Lesley Klein, SVP, Strategy and Brand Marketing. “Combined with the growing role of AI-powered planning, these trends point to a traveler who’s changing the playbook on how, when, and why they go.”

These emerging trends signal a year defined by curiosity and exploration. As travelers discover the joy of getting away, they are embracing both the comfort of the familiar and the thrill of something new.

Priceline’s 2026 Travel Trends
Little Treat Travel: The rise of “treat culture” is fueling a new kind of jet set. Those $15 brown sugar cortados and spontaneous spa days? They’ve gone global. Travelers are turning small indulgences into big adventures, booking last-minute getaways “just because.” Vacations are no longer saved for birthdays or long PTO stretches, and quick “me-kends” are the new must-have mood boosters. In fact, 65% of travelers, including Gen Z, say they’ve booked a trip purely as a treat to lift their spirits.


Midwest Quests: The Midwest is stealing the spotlight. With quirky attractions, charming small towns, and lively city centers, this region is quickly becoming travel’s next big thing. Sixty-three percent of travelers say they’re more interested in visiting the Midwest than they used to be, and it’s easy to see why. From Michigan’s lakeside escapes and Illinois’ Route 66 pit stops to Nebraska’s craft breweries and historic trails, the heartland’s mix of authenticity, affordability, and low-key cool is winning travelers over, one road trip at a time.


DéjàView: Millennials and Gen Z are revisiting the places and experiences that shaped them, turning nostalgia into their next itinerary. Seventy-three percent of travelers say they’re drawn to trips that help them reconnect with their past and 82% of younger travelers can’t wait to return to childhood favorites. Family beaches, amusement parks, and hometown hangouts are all back on the rise, now with a grown-up twist that blends comfort with modern adventure.


Expedition Beach: For 2026, beach vacations are getting a major adrenaline boost. Travelers are swapping beach reads for jungle hikes, parasailing, jet skiing, and cliff diving. According to our research, 74% of travelers are seeking beaches that excite, not just relax. Expect a rise in exotic, adventure-ready coasts that deliver thrills, stories, and unforgettable memories far beyond the tan lines.


Tailgate Tourism: College game days are becoming weekend-long adventures. Fans are packing their bags, not just their team gear, as college towns with top-ranked teams turn into must-visit destinations. Nearly two-thirds of travelers say they’d love to visit a college town, and 70% of Gen Z and Millennials would go just to feel the electric energy of game day. With great food, live music, and local buzz beyond the stadium, it’s clear: college towns aren’t just for students anymore.


Kidfluence: The tiniest tastemakers are shaping where families go next. Vacations are no longer just a parental call. Eighty-seven percent of parents say their kids help choose and plan the trip. Fueled by curiosity, creativity, and a little screen-time inspiration, Gen Alpha is bringing fresh ideas to the family itinerary. From hotels that spark play to destinations that feel straight out of their favorite movies, family travel is getting a fun, next-generation upgrade.


Dead Zoning: After years of blurred lines between work and play, travelers are hitting the reset button, hard. A new wave of analog travelers is embracing extreme digital detoxing to bring back true work-life balance. No Slack pings from the beach. No Zoom calls from the hotel lobby. Just real out-of-office energy. Fifty-nine percent of travelers say they’re setting stronger boundaries with work during vacations and are choosing destinations that make unplugging effortless – often literally. For these travelers, recharging means powering down devices and finding the kind of quiet you can’t get from airplane mode.

“Travelers are rewriting the rules of vacationing and it’s clear they’re driven by emotion as much as exploration,” explains Christina Bennett, Priceline Consumer Travel Trends Expert. “From the rise of ‘Little Treat Travel’ to the nostalgia of ‘DéjàView,’ 2026 is about balance: finding both excitement and comfort in how and where we travel. The data shows that people aren’t waiting for the perfect time to go – they’re creating it.”
Priceline’s complete Where to Next? 2026 Travel Trends Report can be viewed here.

Methodology:
This report is based on a custom traveler survey that was combined with Priceline’s own proprietary search and booking data to reveal the aforementioned trends. Third-party research was conducted on behalf of Priceline by Current Forward, a U.S.-based consumer research and brand strategy company. The survey was conducted online in the United States from August 18 – September 5, 2025, among a nationally representative sample of  3,006 adults ages 18 – 79 who have traveled at least 100 miles from their home by plane or car within the last year. Gen Z is defined as those born 1997 – 2006; Millennial is defined as those born 1981 – 1996; Gen X is defined as those born 1965 – 1980; and Boomers are defined as those born 1946 – 1964.

About Priceline

Priceline, part of Booking Holdings Inc. [NASDAQ: BKNG], has been a leader in online travel for twenty-five years. Priceline’s proprietary deals technology pairs negotiation with innovation to analyze billions of data points to generate deep discounts for customers they can’t find anywhere else. Travelers have access to millions of hotels, flights, alternative accommodations, rental cars, cruises, vacation packages and experiences from trusted brands in over 116 countries around the world, 24/7 customer service and incremental savings when becoming a Priceline VIP. By making affordable travel within reach for all, Priceline helps millions of customers each year be there for the moments that matter to them. Because where your happy place meets your happy price, that place is Priceline.