Insights from Priceline’s 2026 “Where to Next?” report reveal how shifting mindsets, nostalgia, and AI personalization will shape hotel demand
Oct 21, 2025
Travelers are preparing for 2026 with a mindset of “more” — more frequent escapes, more unexpected destinations, and more personalization — even amid economic uncertainty. The Priceline “Where to Next?” trend report outlines six key shifts redefining how and where people will travel.
Key takeaways
- “Treat-yourself” getaways: Many travelers (65 %) now book trips not for a milestone, but simply to boost mood or feel rewarded. Gen Z leads this trend: 80 % would fly overseas for a one-day deal.
- Midwest revival: The U.S. Midwest is gaining fresh appeal: 63 % of travellers say they’re more interested in visiting than before, thanks to affordability, authenticity and growing arts/food scenes.
- Nostalgic revisits: Rather than pioneering new places, 73 % of travellers want familiar experiences or childhood-vacation destinations; 82 % of Gen Z and Millennials say they’re eager to revisit them.
- Adventure-first beaches: Beach trips are no longer about lounging — 83 % of travellers want active experiences (hiking, parasailing, etc.) rather than just sunbathing and reading.
- College-town game days as travel magnets: Sports-centric getaways in college towns are rising in popularity: 64 % of travellers would visit a college town and 70 % of Gen Z/Millennials would travel for the game-day atmosphere.
- Unplugged vacations: A significant share of travellers (59 %) are intentionally disconnecting from work and digital life while on holiday; many choose remote destinations to enforce that boundary.
- AI-driven personalization: Tools like Priceline’s assistant “Penny” are becoming central to planning, booking and tailoring trips — signalling technology’s growing role in how travel decisions are made.
Read the full report at Priceline
