Travelers want more — and hotels must keep up

Insights from Priceline’s 2026 “Where to Next?” report reveal how shifting mindsets, nostalgia, and AI personalization will shape hotel demand

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