Priceline has published its 2026 Where to Next? Travel Trends Report, surveying travelers and analyzing booking data to identify seven emerging travel trends for the year ahead.
“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,” Lesley Klein, SVP, Strategy and Brand Marketing, Priceline, said in a statement.
“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.”
According to Priceline research, travelers expect to spend an average of 15 days traveling for leisure in 2026 and plan to increase their travel budgets by roughly $350. Much of those days and money will be put toward some interesting trends that the booking platform defines in its latest report.
Little Treat Travel
A woman booking travel with a credit card. (Photo Credit: Kay A/peopleimages.com/Adobe Stock)
According to Priceline, 2026 will see more travelers turn small indulgences into big adventures, with many Americans booking last-minute getaways for no particular occasion. Hence the phrase “little treat travel.”
Nearly two-thirds of travelers (65 percent), including Gen Z, say they’ve booked a trip purely as a treat to lift their spirits.
Midwest Quests
Summerfest at Henry Maier Festival Park in Milwaukee. (Photo Credit: Patrick Clarke)
Interest in exploring the Midwest is on the rise thanks to the region’s quirky attractions, charming small towns, and bustling big cities. Priceline found that 63 percent of travelers say they’re more interested in visiting the Midwest than they used to be.
Home to Route 66, the Midwest promises to be a popular road trip destination in 2026.
DéjàView
Priceline also identified the DéjàView as one to watch for 2026, with many Millennial and Gen Z travelers “turning nostalgia into their next itinerary.”
Seventy-three percent of travelers surveyed indicated that they’re drawn to trips that help them reconnect with their past. What’s more, 82 percent of younger travelers can’t wait to return to childhood favorites.
The list of popular DéjàView destinations includes family beaches, amusement parks and hometown hangouts.
A man jumps off a cliff into the sea in Bermuda. (photo via Bermuda Tourism Authority) (Photo Credit: (photo via Bermuda Tourism Authority))
Expedition Beach
It’s anticipated that travelers will add some more adrenaline-pumping adventures to their beach vacations in the year to come. According to Priceline’s research, three-quarters of travelers (74 percent) are seeking beaches that excite rather than just relax.
The Expedition Beach trend will see a rise in exotic, adventure-ready shorelines that offer travelers much more to do than simply sit back in the sun.
Tiger Stadium on LSU campus in Baton Rouge, Louisiana. (Photo Credit: Chad Robertson/Adobe)
College towns across the U.S. are gaining momentum as they become must-visit destinations for tailgating premier football matchups in addition to the events and experiences that surround them, from live music to mouthwatering food.
Nearly two-thirds of travelers say they’d love to visit a college town, with 70 percent of Gen Z and Millennials saying they would go just to experience the energy of game day.
Kidfluence
A father and son play in a pool with Rubble, a PAW Patrol character, at a Nickelodeon Hotels & Resorts property. (Photo Credit: Karisma Hotels & Resorts)
When it comes to family getaways, kids are gaining more influence. Eighty-seven percent of surveyed parents say their kids help choose and plan the trip.
It appears that Gen Alpha has some thoughts, so watch for families to target accommodations and destinations that appeal to America’s youngest population.
Dead Zoning
Expect travelers to truly embrace digital detoxing in 2026, trading in Slack messages and Zoom calls for a real break from the day-to-day grind.
Priceline found that nearly six in 10 travelers (59 percent) say they’re setting stronger boundaries with work during vacations and are choosing destinations that make unplugging easy.
“Travelers are rewriting the rules of vacationing and it’s clear they’re driven by emotion as much as exploration,” Christina Bennett, Priceline Consumer Travel Trends Expert, said in a statement. “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,” said Bennett.
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