#Japan #Tokyo #travel trends #Expedia Group #Unpack ’26

Unpacking the Future of Travel for 2026: Insights from Expedia Group

Expedia Group has recently unveiled its much-anticipated travel trend report for 2026, dubbed "Unpack '26". This report synthesizes insights from extensive data collected from Expedia and Hotels.com, as well as the results of a global survey involving 24,000 travelers across 18 regions, including Japan. The report identifies five key travel trends that are expected to shape the future of travel.

1. Emerging Destinations to Watch

One of the standout features of the report is the list of up-and-coming destinations for 2026. These locations are experiencing rising interest among global travelers, even before they become mainstream. Among the highlighted destinations are:

• - Big Sky, USA (+92%)
• - Okinawa, Japan (+71%)
• - Sardinia, Italy (+63%)
• - Phu Quoc, Vietnam (+53%)
• - Savoie, France (+51%)
• - Fort Walton Beach, USA (+45%)
• - Eucluelette, Canada (+44%)
• - Cotswolds, UK (+39%)
• - San Miguel de Allende, Mexico (+30%)
• - Hobart, Australia (+25%)

Notably, six of these destinations have received the new "Smart Travel Health Check" certification from Expedia, emphasizing their commitment to providing attractive travel experiences while minimizing burdens on local communities.

2. Local Sports Experiences

As 2026 promises numerous international sporting events, there is also a growing interest in observing local sports unique to specific regions. A significant 57% of travelers expressed a desire to immerse themselves in local sports during their travels. This interest is particularly pronounced among Generation Z and millennials, with 68% indicating a preference for experiencing local sports disciplines firsthand.

Japanese travelers have shown a particular interest in learning about local traditions and cultures through sports, with the top reasons being the desire to feel the atmosphere of local events and witness sports not available in their own regions.

3. Hotel Revitalization Stays

Another trend emerging from the report is the increasing preference for accommodations in renovated historical buildings. Travelers are drawn to unique hotels that offer a blend of comfort and historical charm, utilizing structures that previously served as schools, banks, or even prisons. This trend, referred to as "Renovation Stays," allows guests to immerse themselves in the heritage and culture of their surroundings while enjoying modern amenities.

4. Hotel Hopping

More than half of global travelers (54%) expressed interest in "hotel hopping," wherein multiple hotels are booked within a single destination. This trend is driven by a desire to explore different areas and engage in various sightseeing activities. Interestingly, a majority of Japanese travelers (56%) mentioned they seek novelty and excitement by staying at multiple hotels during one trip.

5. Location-Focused Travel Inspired by Media

Finally, the continue rise in "Location Tours" remains a trend for 2026, with over half (53%) of travelers indicating increased interest in visiting filming locations for movies and TV shows. Young travelers, especially Gen Z and millennials, are significantly influenced by media, with 81% planning their trips based on locations seen in films and television.

In summary, the insights from Expedia Group's "Unpack '26" reveal a dynamic travel landscape for 2026, characterized by evolving preferences and new trends that may shape how people explore the world. Travelers are increasingly motivated by a combination of cultural immersion, unique experiences, and media influences as they plan their future journeys. To delve deeper into these trends and explore enticing destinations, check out the full report at Expedia.