TORONTO — Expedia Group’s Unpack ’26 global travel insights report spotlights some surprising destinations and travel trends surging in user searches.

Based on first-party data across Expedia, Hotels.com and Vrbo, and insights from 24,000 global travellers, the report highlights shifts in traveller behaviour for the year ahead.

Here’s a look at Unpack ’26’s findings …

Destinations of the Year: Traveller searches are surging for Big Sky, U.S., Okinawa in Japan, and the Cotswolds in the UK, among others.

Fan Voyage: 57% of travellers plan to attend local, culturally unique sporting events on their trips. From sumo wrestling in Japan to curling in Canada and Lucha Libre in Mexico, this trend is resonating particularly with Gen Z and Millennial travellers (68%).

Hotel Hopping: Travellers will be booking multiple hotels per destination.

Salvaged Stays: Restored abbeys, schoolhouses, and even prisons are trending for character-rich stays.

Travel with impact: Travellers are using Expedia’s new Smart Travel Health Check which spotlights places that are actively managing tourism sustainably.

Top emerging destinations include Ucluelet, B.C.’s year-round coastal destination, which saw a 44% search increase over the past year.

“Some of my most unforgettable travel moments come from immersing myself in local cultures, supporting local economies, and exploring less-traveled destinations,” said Ariane Gorin, CEO of Expedia Group.

Included in Expedia Group is Expedia TAAP, the company’s travel agent affiliate program. Expedia TAAP works with more than 160,000 travel advisors worldwide and offers access to an inventory of over three million properties, 170,000 tours, activities and attractions, 110 car rental providers and 500 airlines. The program also provides a range of technology tools, including a Virtual Agent for self-service support such as information retrieval and booking modifications, and Live Agent Chat, which connects advisors with experienced support staff for more complex queries.