Expedia Group Announces 'Unpack ’26 Summer' Travel Trends

Expedia Group has unveiled its 2026 Summer Travel Trends report, 'Unpack ’26 Summer.' Analyzing traveler planning and behavioral patterns, the report identifies three pivotal trends for the summer of 2026, based on search and booking data from Expedia and Hotels.com, as well as comprehensive traveler surveys.

### Easily Accessible Destinations for This Summer Interest in domestic travel is rising globally this year, with social media posts related to domestic trips increasing by 77% year-over-year. According to Expedia's Japan search data, travelers are increasingly interested in hot spring resorts, nature-rich areas, and urban-adjacent locations with easy access.

By prefecture, searches for the popular 'Tokyo' increased by 48%. This was followed by 'Shiga Prefecture' (up 32%), home to Japan’s largest lake, Biwa, and in tied third place, 'Fukuoka Prefecture' and 'Gunma Prefecture' (both up 22%). At the municipal level, 'Hakone' led with a 51% increase, followed by the historic city of 'Kanazawa' (36% increase) and the tropical resort of 'Miyakojima' (31% increase).

### 'Feverish vs. Quiet Travel': The Soccer Event Effect A worldwide soccer event scheduled for this summer is driving global demand for travel to North America in June and July. Expedia data across nine countries shows high interest in cities like Kansas City, Philadelphia (USA), and Monterrey (Mexico) among fans planning to attend matches.

Japanese data reveals an extraordinary 6,655% year-over-year increase in searches for 'Dallas,' a venue for Japan's matches, while Monterrey grew by 75%. This indicates a significant spike in Japanese interest in North American travel triggered by the event.

Conversely, as travelers flock to North American host cities, others are seeking to avoid the crowds. In parts of Europe, Asia, and South America, average hotel rates have dropped by up to 25%, while interest in these alternative destinations has grown by over 35% on average, as travelers opt for quieter, more cost-effective summer holidays during the event period.