The findings also show that value does not simply mean finding the lowest price. Nearly nine in 10 U.S. travelers (87%) agree that, when it comes to travel, cheap can sometimes end up being expensive, while 90% say a good trip is not always the cheapest one. Instead, travelers place a premium on avoiding hassles (90%), enjoying memorable experiences (67%), and relaxing without worry (67%).

"Travel continues to be a priority, even as people reassess their spending," says Ian Ackland, Managing Director, Americas at Booking.com. "Unlike material goods, travel offers enduring memories and a profound sense of wellness that enrich one's life significantly. At Booking.com, we make it easier for travelers to have these experiences, reinforcing the deep value that travel holds in enhancing personal fulfillment and moments of connection."

Understanding the Financial Choices Americans Make for Travel

American travelers are willing to go to great lengths to invest in unique travel experiences. The data reveals the extraordinary financial trade-offs travelers make: 48% have taken on additional work or a side job to afford a trip, 39% have charged a trip without knowing how they would pay it off, and 36% have hidden the true cost of a trip from a partner.

The study also found that 69% of travelers have used flexible payment options, such as installment plans and buy-now-pay-later services. The importance of these financing solutions is underscored by the fact that nearly 1 in 4 travelers (24%) say they would be likely to forgo travel entirely if flexible payment options were not available.

Despite these financial trade-offs and the fact that 36% of travelers have avoided checking their bank account or credit card balance after returning home, retrospective satisfaction remains high: While 46% of U.S. travelers spent more than they originally planned on their most recent trip, 94% say certain experiences make a trip worth every penny.

Travel as Life Investment, Not Material Consumption

American travelers increasingly view leisure travel as a cornerstone of their quality of life, surpassing the satisfaction they derive from material goods. A significant 84% of respondents consider travel an investment in their quality of life, while 80% say travel brings more satisfaction than buying material goods. This prioritization translates into concrete financial decisions: More than two in three (68%) prefer to cut back on other day-to-day expenses in order to travel, and 69% feel less guilty spending money on travel than on other purchases.

Why Americans Don't Chase Cheap, They Chase Meaningful Experiences

U.S. travelers are sophisticated consumers who reject the "lowest price wins" mentality. Instead, they prioritize meaningful experiences, financial confidence and peace of mind. Most (90%) say it is important to feel they made good financial choices during their trip. Sixty-nine percent feel less guilty spending on travel than on other purchases, and nearly all (90%) say convenience of experiences is an important part of the overall travel experience.

This data challenges the assumption that price-sensitive consumers are primarily motivated by cost. In fact, travelers demonstrate that they are willing to invest in quality, comfort, and stress-free experiences, and that they understand the hidden costs of budget travel.

Booking.com Makes It Easy to Maximize Value 

Booking.com is designed to make planning simpler, easier, and more seamless. Travelers can compare routes and pricing through Flight Search Summaries, access instant discounts with seasonal promotions like Getaway Deals, and sign up for Genius to unlock additional perks like price alerts and travel rewards. 

For those looking to maximize value over time, the Booking.com Genius Rewards Visa Signature® Card offers an immediate path to Genius Level 3 status for discounts and room upgrades, while earning Travel Credits on every eligible purchase to help fuel their next journey. 

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Methodology

The Booking.com survey was conducted by HarrisX online among 1,332 travelers in the United States between August 6, 2026 – August 11, 2026. Travelers are defined as those who took at least one overnight leisure trip in the past 12 months. Respondents had the option to complete the survey in English or Spanish. Respondents were recruited through opt-in, web-panel sampling. Recruitment occurs through a broad variety of professional, validated respondent panels to expand the sampling frame as wide as possible and minimize the impact of any given panel on recruiting methods.

The sampling margin of error of this survey is +/- 2.7 percentage points. Margins of error for subgroups are larger and vary depending on sample size. U.S. results were weighted by gender, age, race/ethnicity, region, and income where necessary to align with the demographic composition of the U.S. adult traveler population. Canadian results were weighted by gender, age, region, and income where necessary to align with the demographic composition of the Canadian adult traveler population.

As year-end approaches and unused annual leave lingers, Booking.com is highlighting stunning getaways located just a stone’s throw from some of the world’s busiest cities - helping travelers transform remaining vacation days into unforgettable mini-trips.

Santa Elena, Colombia

Tucked away in the Antioquian highlands, Cabaña con Jacuzzi en Santa Elena is a private, compact mountain cabin that offers a serene escape from the high-energy pulse of Medellín. Only 45 - 50 minute drive from central Medellín, it features a private jacuzzi terrace with panoramic views overlooking the dramatic ridgeline, the property blends rustic-modern interiors with an open fire and BBQ grill. September offers perfectly balanced weather, making it an ideal window for couples looking to explore nearby ecological treasures. Active weekenders can use this as a base to hike through the iconic Piedras Blancas Ecological Park or venture into the Arví Nature Reserve (Parque Arví) - a sprawling cloud forest sanctuary celebrated for its rich biodiversity, ancient trails, and native orchid species. Here, travelers can mountain bike through protected pine forests or visit traditional silletera flower farms that showcase the true cultural heritage of the region. After a day of outdoor exploration, the outdoor jacuzzi serves as the ultimate recovery ritual.

Bowral, Australia

As the Southern Hemisphere heads into the lush warmth of early summer, Sydney travelers can escape to the historical elegance of the Southern Highlands. Built in 1928, Links House Bowral seamlessly combines vintage English country style with sophisticated modern amenities. Surrounded by immaculate manicured gardens, open fireplaces, and intimate sitting rooms, it provides a deeply romantic, nostalgic base tailored exclusively for adults. The property sits just minutes away from the vibrant early spring blooms of Corbett Gardens, while September offers an uncrowded window to experience the region's premium boutique wineries and farm-to-table dining scene. Considering 69%* of couples travelers prioritizing ease of travel and accessibility, a seamless 90-minute drive south from Sydney transforms a standard weekend into an upscale gastronomic retreat before the end-of-year rush fills your calendar.

The Catskills, USA

An effortless escape from Manhattan, these secluded woodland cabins are nestled among nature in the tranquil heart of the Catskills. Designed specifically as a digital-detox retreat, Postcard Cabins Eastern Catskills features warm timber interiors, a signature picture window looking straight into the forest canopy, private outdoor fire pits, and modern couple-centric comforts, delivering an authentic off-the-grid atmosphere without sacrificing modern couple-centric comforts. September marks the beginning of the spectacular autumn foliage transition, creating an intimate setting for outdoor recreation where travelers can spend their days hiking surrounding mountain trails, gathering around the campfire, or admiring the changing leaves. By securing a car right from the city, travelers can transition from the urban grid to lakeside tranquility in under two hours, making the most of their well hard-earned long-weekend away.

Upper Slaughter, Gloucestershire, UK

Situated in one of the most picturesque, historic market towns in Gloucestershire, The Architects Home is a newly renovated, architect-designed Cotswolds home offers a stylish, peaceful weekend respite just 1.5 hours out of London. Characterized by its seamless blend of contemporary design, warm natural textures, and light-filled open spaces, the property provides a luxurious home-away-from-home ambiance tailored for quiet reflection and relaxation. The home serves as an ideal base for a relaxed, food-centric couple's long weekend, situated right on the doorstep of Chipping Campden’s famous high street, cozy traditional pubs, and scenic walking trails into the surrounding countryside. For a touch of grand historic exploration, travelers can enrich their itinerary by booking tickets to tour the magnificent nearby Blenheim Palace, Park and Gardens - a UNESCO World Heritage Site located just a short, scenic drive away.

*Research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2026. The sample comprised 32,800 respondents across 34 markets surveyed in January 2026.

Northern Hemisphere: Fall

Vermont, USA

September is one of the best times to experience Vermont, as the Green Mountains begin their spectacular transition into autumn. Best discovered by car, the New England region of the Northeastern United States enjoys mild temperatures of 15–22°C (60–72°F) in September. These pleasant conditions make it the perfect time to explore scenic hiking trails, charming villages, and the region's renowned farm-to-table food scene. As the autumn equinox marks a season of change, balance and renewal, Vermont's iconic sugar maples start to glow with rich shades of gold, amber and crimson, creating a stunning backdrop for apple orchards, harvest festivals and countryside drives, before the peak foliage crowds arrive. For those looking to soak up the scenery, Stowe, located within north-central Vermont, is an idyllic base. Often considered Vermont's most picturesque mountain town, travelers can experience tours of the Mad River Valley and Montpelier, alongside endless opportunities to hike, browse independent boutiques, discover cozy cafés and experience the very best of New England in the fall.

Where to stay: Nestled at the foot of Vermont's Green Mountains, AWOL Stowe offers a relaxed retreat with spacious rooms, a swimming pool with views of the surrounding nature and sauna, ideal for unwinding after a day outdoors. Combining classic New England charm with modern comforts, the property provides a peaceful base for an autumn escape, whether enjoying the mountain views or simply slowing down and embracing the changing season.

The Dolomites, Italy

The UNESCO-listed Dolomites, a mountain region located within northeastern Italy, are at their most spectacular during the September equinox, when crisp mountain air, quieter trails and the first golden hues of autumn transform one of Italy's most iconic landscapes. As the seasons shift, visitors can witness transhumance, the centuries-old tradition of herding livestock from high alpine pastures into the valleys, offering a fascinating glimpse into the region's rich cultural heritage. Adventurous travelers can immerse themselves in the scenery on a cycling tour through dramatic limestone peaks, alpine meadows and picture-perfect villages, while those seeking a slower pace can explore the historic city of Bolzano. Here, traditional food tours celebrate the flavours of the Dolomites, with local cheeses, cured meats and mountain wines showcasing the region's renowned culinary heritage against a breathtaking alpine backdrop.

Where to stay: Located in Selva di Val Gardena, one of the three charming valleys nestled within the Dolomites, Hotel Tyrol offers a stylish, luxury hotel stay in a peaceful alpine setting. With direct access to the ski slopes and mountains, the property provides the perfect spot to take in the changing season, with the location making it easy to explore the local villages nearby. And after a busy day of witnessing the beauty of the valley of Val Gardena, relax in the property’s sauna and spa facilities.

Kiso, Japan

During the September equinox, Kiso, recognized as one of the most beautiful towns in the country, offers a peaceful glimpse into Japan's rich history as the surrounding forests begin to turn with the first colors of autumn. Once a vital stop along the historic Nakasendo Trail, the Kiso Valley is home to beautifully preserved Edo-period post towns, including Narai and Tsumago, where traditional wooden inns, family-run eateries and centuries-old customs remain remarkably unchanged. The equinox also coincides with Higan, a Buddhist tradition, which falls twice a year during the fall and spring equinoxes, dedicated to reflection and honouring ancestors, adding an extra layer of cultural significance to a visit. Travelers can experience the region on the scenic Magome–Tsumago Trail, winding through mountain landscapes and tranquil countryside, or discover Kiso's renowned woodworking heritage in its artisan shops and workshops.

Where to stay: Set in the heart of the Kiso Valley, Tsutaya Tokinoyado Kazari is a traditional ryokan offering a peaceful escape surrounded by mountain scenery. Guests can unwind in natural hot spring baths, savor seasonal traditional multi-course Japanese kaiseki cuisine on the property’s terrace and relax in elegant Japanese-style rooms. Blending authentic hospitality with timeless charm, it's the perfect retreat to embrace the tranquillity of the September equinox.

Southern Hemisphere: Spring

San Carlos de Bariloche, Argentina

As spring arrives in the Southern Hemisphere, San Carlos de Bariloche comes to life with blooming wildflowers, snow-capped peaks and crystal-clear lakes, making the September equinox one of the most spectacular times to visit Northern Patagonia. With mild temperatures of around 10–15°C (50–59°F) and fewer visitors than the busy summer months, it's the perfect season to experience the region's breathtaking landscapes at a slower pace. Adventurous travelers can hike, cycle or take scenic drives through the UNESCO-recognized Nahuel Huapi National Park, discovering glacial lakes, ancient forests and panoramic mountain views along the way. Combining dramatic scenery with a sense of peace before peak season, Bariloche offers an unforgettable spring escape in the heart of Argentine Patagonia.

Where to stay: Set between the Andes Mountains and the shimmering lakes of Patagonia, Arelauquen Bungalows & Suites is an idyllic spring escape during September, when the landscape begins to awaken after winter. From these self-catered apartments, guests can enjoy mountain views, relax in the spa, and privately access the beach from the property. Combining luxury comfort with a spectacular setting, it offers the perfect base for experiencing San Carlos de Bariloche’s seasonal transformation.

Tasmania, Australia

Tasmania, an island state located south of mainland Australia, is at its most enchanting in September, as spring brings new life, vibrant wildflowers and longer days to explore its ancient landscapes. Beyond its dramatic coastlines and old-growth forests, the island holds deep spiritual significance for Aboriginal communities, with many natural sites connected to thousands of years of cultural stories, traditions and ancestral knowledge. Travelers can experience this connection to the country through Tasmania’s wilderness, from the pink granite peaks and turquoise waters of Freycinet National Park to coastal trails rich with native wildlife. A half-day cruise from Wineglass Bay to Coles Bay offers the chance to discover the island’s iconic scenery, while spotting dolphins, seals, and sometimes even penguins, in addition to other native species along the way.

Where to stay: Set in the coastal town of Coles Bay, Eagle Peaks at Freycinet offers self-catered apartments with sweeping views of Tasmania’s sea and mountains. Built from rammed earth and native timber, the property blends effortlessly into its surroundings, with private balconies, kitchenettes and bushland-fringed grounds where guests may spot grazing wallabies.

Garden Route, South Africa

Garden Route, the 300-kilometer (186 mile) stretch along South Africa’s southern coast, is a spectacular coastal escape, where rugged cliffs, golden beaches, ancient forests and charming seaside towns come together along one of the country’s most scenic routes. Travelers can begin their self-drive adventure by hiring a car in Cape Town and setting off along this iconic stretch of coastline. The September equinox marks the arrival of spring, bringing longer days, vibrant fynbos, a unique, shrubland vegetation, and the start of one of the best times to explore the region’s natural beauty. It’s also peak whale-watching season, as Southern Right Whales migrate to the warmer waters of the Western and Eastern Cape, creating unforgettable wildlife encounters. Travelers can spot these majestic creatures from Knysna’s tranquil lagoon by embarking on a whale-watching excursion, hike through the lush forests of Wilderness or discover the pristine beaches and marine life of Plettenberg Bay. Combining adventure, wildlife and breathtaking scenery, the Garden Route is a perfect springtime journey through South Africa’s wild coastline.

Where to stay: Located in Knysna, Under Milkwood Resort offers beach front chalets to travelers looking to enjoy sweeping views across the banks of the lagoon and dramatic Knysna Heads. This property is perfect for those warmer spring evenings, with private balconies and kitchens, it provides a perfect pit stop for those looking to unwind and experience the beauty of the Garden Route.

*Travel Predictions 2026 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 29,733 respondents across 33 countries and territories were polled (including 1,009 from Argentina, 1,005 from Australia, 500 from Austria, 1,013 from Belgium, 1,008 from Brazil, 1,018 from Canada, 1,009 from China, 1,005 from Colombia, 508 from Croatia, 501 from Denmark, 1,010 from France, 1,003 from Germany, 1,004 from Hong Kong, 1,007 from India, 509 from Ireland, 507 from Israel, 1,005 from Italy, 1,003 from Japan, 1,003 from Mexico, 1,019 from The Netherlands, 1,033 from New Zealand, 1,006 from Portugal, 500 from Singapore, 1,003 from South Korea, 1,009 from Spain, 511 from Sweden, 501 from Switzerland, 504 from Taiwan, 1,001 from Thailand, 501 from the UAE, 2,003 from the UK, 2,010 from the US and 505 from Vietnam). Respondents completed an online survey in July-August 2025.

• 84% of APAC travellers say travel helps them reset mentally and emotionally
• 9 in 10 would rather adapt their travel plans than cancel when disruptions occur
• Travellers are becoming more intentional, prioritising local experiences (73%) and better-value choices when planning trips

Booking.com has unveiled the Travel Happiness Index, a new research report exploring the emotional, financial and social drivers of travel among APAC travellers amid rising global uncertainty. Drawing on insights from 10,000 travellers across 10 APAC markets, the inaugural index identifies what makes trips truly memorable, stress-free and worthwhile for the region's diverse travellers.

The Travel Happiness Index combines two dimensions of traveller behaviour: the factors people say are important to a good trip, and the factors they prioritise most strongly when making trade-offs. By analysing both, it reveals that travel happiness is shaped not only by the experiences travellers seek, but also by the confidence, ease and reassurance that help make those experiences possible.

Travel Brings Joy, and the Anticipation Makes a Difference

For many travellers across APAC, travel not only remains a priority but the joy of it begins long before departure.

An overwhelming 98% of APAC travellers associate travel with positive emotions, and for many, it also plays an important role in their mental and emotional wellbeing. Across the region, in addition to travel helping them recharge, 86% say having a trip to look forward to lifts their mood. Nearly three-quarters (73%) say that anticipation helps them cope with the demands of daily life. Travel planning can add to that sense of anticipation, with 60% of APAC travellers finding the planning process itself enjoyable.

However, travel is not without its pressures: some travellers say trips can leave them feeling tired or drained (29%), pressured to make the most of their time away (20%), or uncertain (19%) and anxious (17%).

These sentiments vary across the region. South Koreans are most likely to report experiencing negative emotions related to travel (79%), followed by Indians (71%) and Japanese travellers (64%). Conversely, Chinese travellers appear to be the most positive, with over half (59%) reporting no negative emotions associated with travel at all.

Today’s travellers are balancing their desire for meaningful experiences with expectations, logistical considerations, and the realities of modern travel. As a result, smoother, more seamless, and less stressful journeys are becoming just as important as the experiences themselves.

Travellers are Redefining “Worthwhile” around Simple Moments

APAC travellers are increasingly finding fulfillment not in packed itineraries or bucket-list pursuits, but in the simple, meaningful moments on a trip. Appreciating natural scenery (35%), spending quality time with travel companions (28%) and enjoying good food or drinks (26%) contribute to trip satisfaction, with food, in particular, emerging as a standout source of joy in Japan, Singapore, South Korea, Thailand and Vietnam.

At the heart of many happy trips is connection, whether with travel companions, family, or the people and places encountered along the way. Family, in particular, stands out, with 59% saying family trips are the most enjoyable.

These evolving definitions of what makes a trip worthwhile are shaping how travellers plan their journeys, with more intention and value in mind: nearly three-quarters (73%) say they prioritise trying local food and incorporating meaningful experiences into their trips, and 67% say they will choose dates or destinations based on travel deals. Almost two-thirds (62%) say they will extend their trips to create more time to rest, recharge, and fully enjoy their destination.

The shift towards more purposeful travel is also influencing accommodation choices. Vacation homes, apartments, and other unique stays continue to resonate with travellers across the region, with 35% citing better value for money as a key reason for choosing these accommodations. A further 29% say such stays help them experience destinations in a more authentic and local way, providing greater immersion in the communities and cultures they visit.

Uncertainty is Reshaping Travel but Not Stopping It

Despite ongoing concerns around extreme weather (35%), health and hygiene risks (34%), crime levels (34%), inflation (30%) and political instability (30%), these factors are rarely dealbreakers, with APAC travellers’ remaining resilient and committed to travel.

While affordability remains an important consideration, many travellers are finding ways to make trips feel worthwhile through careful planning, better deals and more intentional choices. Across APAC, 46% say they feel more confident in their ability to afford travel than before.

Even when faced with disruption, nine in 10 (90%) travellers are willing to adapt rather than abandon their plans. And when plans do change, travellers are most likely to seek alternatives, with 27% opting for destinations that offer a similar vibe. Others would choose to postpone their trip (18%) or adjust the timing or duration of their travel (17%). However, attitudes vary across the region: Japanese travellers are most likely to cancel outright (26%), while Thai travellers demonstrate the greatest determination to travel, with just 3% who would cancel their plans.

Trust, Technology and Flexibility Help Travellers Book and Travel with Confidence

Digital tools have become an integral part of the modern travel journey, with 84% of APAC travellers saying digital tools make planning and booking easier. Travellers are also increasingly turning to technology to help them make more informed travel decisions: nearly three-quarters (72%) say digital tools such as search engines, booking platforms and AI-powered tools make it easier to find and compare travel options, while 68% say these tools inspire them to discover new destinations and experiences.

When it comes to making bookings, trust remains paramount. Booking platforms continue to serve as a trusted foundation for the travel journey, with nearly 9 in 10 travellers (88%) saying they feel more at ease when booking through a trusted platform. As travellers increasingly rely on technology to reduce friction and maximise the value of their trips, platforms that combine inspiration, discovery, confidence and seamless booking will play an increasingly important role in helping travellers turn plans into memorable journeys.

“This report makes it clear that for many people across APAC, travel is more than just about getting away - it is about feeling better, having something to look forward to, reconnecting, and having the confidence to keep exploring even when the world feels uncertain,” says Laura Houldsworth, Managing Director, Asia Pacific, Booking.com. “As part of our mission to make it easier for everyone to experience the world, we’re focused on helping travellers book and plan with confidence, so they can focus less on friction and more on the experiences that make travel truly worthwhile.”

Research commissioned by Booking.com and independently conducted among a sample of 10,136 respondents across 10 countries in the Asia Pacific region (1,011 from Australia, 1,016 from China, 1,015 from India, 1,011 from Japan, 1,017 from New Zealand, 1,013 from Singapore, 1,010 from South Korea, 1,011 from Taiwan, 1,019 from Thailand, 1,013 from Vietnam). To participate, respondents had to be 21+ years old. The survey was taken online and took place in May 2026.

Ryokan - Hakone, Japan 

For travelers looking to experience one of Japan’s most iconic accommodation styles, few stays capture the essence of a ryokan, a Japanese inn rooted in centuries-old hospitality, quite like Hakone Onsen Ryokan Yaeikan. Nestled in the mountain town of Hakone, a destination famed for its natural hot springs, this authentic retreat invites guests to slow down and embrace Japanese traditions. Inside, softly lit rooms feature tatami mat flooring, futon bedding and calming interiors that reflect the understated elegance synonymous with ryokan culture. Guests can soak in a selection of indoor and open-air onsen baths, including private hot spring baths that can be reserved for a more intimate experience, all while taking in views of the surrounding mountains. Traditional Japanese breakfasts and multi-course dinners served at the property offer a taste of local flavors, completing the immersive cultural experience. In addition to experiencing traditional Japanese living, in Hakone travelers can cruise across the waters of Lake Ashi, admire views of Mount Fuji on a clear day, visit the striking Hakone Shrine or explore the outdoor sculptures at the Hakone Open-Air Museum. Thanks to the city’s well-connected transport network, it is easy to get around the city without a car by using the Hakone Free Pass, giving visitors access to trains, buses, cable cars, ropeways and sightseeing boats across the city. 

Cave Hotel - Matera, Italy 

Carved into the honey-colored limestone of Matera’s ancient Sassi district, Il Palazzotto Residence & Winery offers travelers the chance to experience one of Italy’s most distinctive accommodation styles: a cave hotel. Set within historic cave dwellings in the heart of this UNESCO World Heritage Site, the property blends centuries-old heritage with contemporary comfort. Rooms and suites feature exposed tuff stone walls, vaulted ceilings and original architectural details, while thoughtful touches ensure a comfortable stay. Adding to its unique charm, the property is home to its own atmospheric wine cellar, where guests can sample regional wines within surroundings carved directly into the rock. Stepping outside, travelers can wander through a maze of ancient cave homes, dating back to 7000 BC and earlier, churches and winding stone alleyways that have earned Matera a reputation as one of Italy’s most captivating destinations. Visitors can admire sweeping views across the dramatic Gravina canyon or opt for a taste of their surroundings in a farm-style pasta cooking class hosted in a traditional underground cellar, learning to prepare Strascinate al tegamino, a beloved local dish passed down through generations.

Riad - Essaouira, Morocco 

Hidden within the winding alleyways of Essaouira’s historic medina, a more relaxed experience compared to the infamous Souk Semmarine located a 2-hour drive away in Marrakech, travelers will find Riad Baladin. This intimate riad offers a calm retreat from the buzzing souks outside, blending traditional Moroccan design with the easygoing character of this bohemian port town. The decorated property reflects local craftsmanship through handcrafted details and relaxed, coastal-inspired interiors, while the rooftop terrace becomes a highlight of the stay, offering sweeping views across the medina rooftops toward the ocean and fishing port beyond. From hammam rituals to quiet moments in the courtyard, the experience of staying in this property will allow visitors to easily settle into Essaouira’s distinctive, artistic way of life. Much like this property, Essaouria also offers a laid-back charm to it. While visiting, why not wander through the streets of the UNESCO-listed medina, haggle for the best price on handcrafted woodwork or watch the blue fishing boats return to the city’s bustling harbor. The Atlantic coastline also offers opportunities for surfing, kitesurfing and long walks along the golden sandy beaches. 

Overwater villa - Baa Atoli, Maldives 

For many, staying in an overwater villa is the ultimate bucket-list accommodation experience, and few places embody this dream quite like Dusit Thani Maldives. Set within the UNESCO Biosphere Reserve of Baa Atoll, this island retreat invites guests to wake up suspended above the turquoise waters of the Indian Ocean, where endless sea views stretch from every window and direct access to the lagoon is just a few steps away. The resort’s luxurious overwater villas are designed to blur the boundary between indoor and outdoor living, featuring expansive sun decks, private pools, oversized bathtubs and glass-framed views that place the ocean at the heart of every moment. Guests can step directly from their villa into the crystal-clear waters below to snorkel vibrant coral reefs or simply soak up the Maldivian sunshine, while being waited on by a dedicated butler. A walk down the wood slabbed pathway, guests have access to world-class dining, rejuvenating spa treatments and a range of water-based activities from snorkeling alongside manta rays to exploring colorful house reefs, all within the comfort of this mesmerizing resort. 

Shepherds Huts - Frome, Somerset 

For travelers seeking a slower pace of life, few accommodation styles offer a closer connection to the countryside than a shepherd’s hut. Originally designed as mobile shelters for shepherds tending their flocks, these charming retreats have become one of the United Kingdom’s most beloved rural escapes. Nestled in the picturesque Somerset village of Mells, near Frome, The Walnut Wagon offers guests the opportunity to experience life surrounded by rolling fields and peaceful countryside views. The hut’s compact layout is cleverly used to create a cozy, self-contained stay, with a snug sleeping area, outdoor living space and compact cooking and dining facilities. Guests can enjoy quiet mornings with a coffee overlooking the surrounding landscape or spend evenings stargazing beneath Somerset’s dark skies. A short drive from the hut, Frome is renowned for its independent boutiques, artisan food scene and vibrant cultural events, while the surrounding Somerset countryside is dotted with walking trails, historic villages and country pubs. 

*Research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2026. The sample comprised  32,800 respondents across 34 markets surveyed in January 2026.   

From filming TikToks (33%) to keeping up with your daily step count in the air (24%) new research from Booking.com reveals the modern in-flight habits frustrating passengers most - as travellers become increasingly divided over what’s acceptable behaviour at 30,000ft.

The findings reveal a growing “home-from-home” mentality in the cabin, with two thirds (67%) of travellers admitting they behave no differently on a plane than they do at home, bringing once-private habits into shared travel spaces.

While many are quick to call out these sky-high slip-ups, the research reveals a more contradictory reality. Despite 89% believing passengers should behave as they would on any other form of public transport, one in ten (11%) admit to kicking off their shoes and going barefoot during a flight. However, passengers are even more likely to take issue with what others bring on board, with pungent foods proving an even bigger bugbear (43%). Sushi (38%), garlic-heavy dishes (32%) and boiled eggs (31%) were named among the worst offenders.

Over three quarters (76%) admit comfort is their top priority when flying – something which becomes particularly important on long-haul journeys, where passengers share a confined space for many hours. And with Booking.com flight search data showing Bangkok as the top searched long-haul flight destination this summer by Brits – good in-flight etiquette is more important than ever.**

While some modern in-flight habits are harmless, others are leaving passengers increasingly frustrated. Yet despite the growing tensions in the cabin, most travellers still prefer to avoid confrontation. 31% say they would rather quietly tolerate irritating behaviour than speak up, instead venting to friends or family after the flight (36%).

To help navigate these changing norms, Booking.com has partnered with the Queen of Etiquette, Laura Windsor to decode the most talked-about in-flight behaviours - separating what’s acceptable from what should stay grounded.

Laura Windsor, Booking.com’s Etiquette Expert says “Flying has always been a shared experience, but what we’re seeing now is a shift towards people treating it more like their own personal space. Comfort is important, especially on longer journeys, but it should never come at the expense of those around you.

“Sometimes, it’s the smallest in-flight habits that make the biggest difference - whether that’s saving your aisle yoga flow for the terminal, keeping your seatmate out of your TikTok content, or treating the cabin like a shared space rather than your living room. A little self-awareness at 30,000 feet goes a long way.”

The top 10 most annoying passenger behaviours

1. Watching films / videos or listening to music without headphones (43%)
2. Bringing a strong-smelling or messy meal on board (43%)
3. Being leant over / have someone get too close so they take a picture or film out of the window (42%)
4. Filming social media content or TikToks during a flight (33%)
5. Getting caught in someone else’s filming for social media (30%)
6. Going barefoot during the flight (25%)
7. Walking up and down in the aisle to keep up with a daily step count or fitness goals (24%)
8. Performing or stretching or yoga in the aisle (23%)
9. Doing a manicure e.g., painting their nails, cutting or filing their nails (23%)
10. Using dental floss (18%)

Ryan Pearson, UK and Ireland Regional Manager at Booking.com says: “The way we fly is changing. Travel annoyances are no longer limited to reclining seats or aisle-hoggers before the doors open - there's a whole new set of rules to navigate. At Booking.com, we're here to make every part of the journey easier, and we hope this etiquette guide serves as a gentle reminder for everyone sharing the skies to stay mindful of other flyers.”

Whether you’re a barefoot stretcher or TikTok creator, Booking.com offers flights for every kind of traveller. To find your next trip, visit www.booking.com.

Note to editors

* Survey conducted by Opinium, 5th - 9th June, 2026. Sample: 1,000 British adults who have taken an international fight in the last year.

** Flight searches between 01.01.26 to 30.06.26 for flights between 01.07.26 to 15.09.26

About Booking.com

Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travellers with memorable experiences every day. For more information, follow @bookingcom on social media or visit news.booking.com.

Britain's summer holiday is getting a makeover. Nearly three quarters (71%)* of Brits are planning to visit somewhere they've never been before, according to Booking.com's Summer Getaway Report - and the data shows a nation hungry for new experiences and bigger adventures.

Spain still tops the charts as the UK's favourite summer destination - leading both Booking.com search data and holiday wishlists (32%)*** - but travellers are looking further afield. Booking.com search data shows Shanghai, China is this summer's fastest-rising global destination for Brits, with searches up 88% year on year.**

Closer to home, there is a fresh demand for UK breaks too, with Morecambe (+106%), Carnforth (+86%) and Exmouth (+76%) among the fastest-rising staycation spots, and rounding out the top five summer trending destinations alongside Shanghai and Santa Barbara.**

Trending Global Getaways for summer 2026**

1. Shanghai, China (+88%)
2. Santa Barbara, USA (+57%)
3. LA, USA (+26%)
4. Kemer, Turkey (+25%)
5. Santa Maria, Cape Verde (+24%)

Trending European Escapes**

1. Budva, Montenegro (+56%)
2. Dublin, Ireland (+48%)
3. Durres, Albania (+42%)
4. Peschiera del Garda, Italy (+38%)
5. Kotor, Montenegro (+34%)

Trending UK Staycation Hotspots**

1. Morecambe (+106%)
2. Carnforth (+86%)
3. Exmouth (+76%)
4. Penzance (+45%)
5. Stratford- upon-Avon (+42%)

The rise of the ‘extreme’ day trip

Forget the weekend break. Brits are looking to embrace a bolder approach in the 'extreme' day trip. Nearly six in 10 (58%) say they'd travel to a dream destination and back in a single day, and one in five (21%) have already done it***. Booking.com flight search data backs the trend revealing that searches by Brits for same-day return international flights have risen 62% year on year.****

This drive to do more extends to holidays overall. More than a third (37%) say they're fitting more into every trip than ever before, and almost two thirds (65%) now choose experiences over simply switching off.***

Sub-culture capitals

That experience-first mindset is also reshaping why Brits choose to travel, with city breaks increasingly built around food (24%), festivals and cultural events (20%), art galleries (16%), coffee culture (14%) and vintage shopping (12%).***

Almost a third (32%) admit it is their shorter attention span that is driving their desire to squeeze more into every getaway.***

Child-free escapes take off this summer

Family holidays remain the most popular type of trip (51%)*, but many parents are carving out time for themselves too. Almost one in three Brits (30%) say they'd rather holiday without their children this summer. 41% are planning an adults-only getaway, and 37% are actively seeking adults-only hotels and resorts. It's perhaps not a surprise, as over half of parents (51%) admit holidays with kids can be more stressful than relaxing.***

Solo travellers head off the beaten track

Solo travel keeps gaining ground, and Portuguese destinations are leading the charge. Booking.com data shows searches for solo trips to Monção have surged 5,288%, while Machico is up 375%.*****

Trending solo travel destinations:

1. Monção, Portugal (+5288%)
2. Machico, Portugal (+376%)
3. Trapani, Italy (+131%)
4. Porto Vecchio, France (+99%)
5. Zakynthos Town, Greece (+93%)

Love is in the air this summer

Romance is also high on travellers’ priority lists, with 76%* of Brits planning summer trips with romance in mind. Nearly a quarter (23%) of single Brits hope to find love on their summer getaway, while 13% admit they have even travelled overseas for a date.***

The year of the bigger holiday budget

Despite cost-of-living pressures, many Brits are refusing to cut back on travel. Almost a third (31%) plan to spend more than usual this summer, with average budgets reaching £1,526. Much of that extra spend is being allocated to bucket-list experiences (27%), better accommodation (21%) and upgraded flights (18%). That said, almost a quarter (22%) of savvy travellers are still choosing connecting flights to keep costs down.***

Passion-led travel replaces the beach break

The traditional beach holiday is no longer the default with Brits increasingly building trips around personal passions - trips featuring hiking (19%), wildlife spotting (16%), solar eclipses (12%) and stargazing (10%) are all on the rise.***

When it comes to hiking, solo travellers are swapping resorts for scenic trails, with searches for the Seven Sisters Cliffs up 661% and the Lake District up 164%.******

Wellness is also climbing the travel agenda. From silent off-grid retreats (15%) to yoga breaks (10%), Brits are seeking more restorative escapes - saunas (22%), ice baths (12%), sound baths (11%), juice cleanses (11%) and breathwork sessions (11%) featuring in holiday plans.***

Ryan Pearson, Regional Manager for UK & Ireland at Booking.com, says: "This summer, we’re seeing holidays redefined. While classic destinations remain hugely popular, travellers are becoming more intentional about why they travel - whether it’s to discover somewhere new, embrace a solo adventure or a child-free break, or to follow a personal passion. This year's trends show people feel more inspired and adventurous than ever before."

Whatever your travel style this summer, Booking.com offers a wide range of places to stay and experiences to help you make the most of your trip.

ENDS

Methodology:

* Toluna surveyed 1,800 British leisure travellers

** Accommodation searches by UK travellers between 01.04.26 and 01.05.26 for stays between 26.07.26 and 04.09.26

*** The Opinium UK Consumer Omnibus online survey of 2,000 UK adults (18 and over).

**** Flight searches between 15 November 2026 and 15 May 2026, compared to 15 Nov 15 2024 and 15 May 2025

***** Accommodation searches by UK solo travellers between 01.01.26 and 01.05.26 for stays between 24.07.26 and 04.09.26

****** Accommodation searches by UK solo travellers between 01.01.26 - 14.04.26 for stays between 01.05.26 and 30.09.26

Swap Santorini for Paros, Greece

Paros, located in the heart of the Cyclades, a collection of Greek islands in the Aegean Sea, is just 80 km (50 miles) from Santorini and brings classic Greek island beauty with its own lively, sun-soaked personality. It has the same whitewashed architecture, blue-domed churches and sweeping sea views, but with more space to wander and a more lived-in feel. For those who love Santorini’s postcard charm, Paros brings a similar Cycladic energy through harbour villages, beach days and sunlit streets, without the same crowds. Travelers can spend their days on long, sandy beaches such as Golden Beach on the island’s south-east coast, swimming in clear, gentle waters. Harbour villages, such as Naoussa, capture the romance of Santorini, with waterfront tavernas, fishing boats in the harbour and streets that fill with life as the evening sets in. For travelers looking to uncover more of the island, a catamaran cruise around Paros provides a view of small uninhabited islands, with time to swim in turquoise water as the sun begins to set.

Where to stay: Ayeri Hotel is a property that provides travelers with the picturesque Greek architecture of whitewashed walls and blue accents, complemented by a bougainvillea-filled courtyard. Set in the island’s capital, Parikia, close to the port and old town, the property is just a two-minute walk from the sandy shores of Livadia Beach. With just 35 rooms, the hotel feels intimate; with each room bright and airy with a private terrace, ideal for taking in the slower pace of Paros.

Swap Ibiza for Favignana, Italy

Favignana, just off Sicily’s west coast, offers the sun-soaked appeal of a quieter, more laid-back Ibiza, combining beautiful beaches and a lively atmosphere with a slower pace and distinctly Sicilian character. Surrounded by turquoise waters, the island is known for its dramatic limestone coastline, where coves such as Cala Rossa are framed by striking white cliffs and some of the Mediterranean’s clearest swimming spots. Days here are best spent exploring by bike, hopping between secluded bays, snorkeling in crystal-clear waters or lingering over long seafood lunches by the harbour. As the sun sets, the island comes alive with bustling piazzas, local wine bars and waterfront restaurants, creating a lively social atmosphere without the crowds often associated with larger island destinations. Combining beautiful scenery, outdoor adventure and laid-back Mediterranean charm, Favignana offers a refreshing alternative for travelers seeking a more relaxed, bohemian Ibiza-style escape.

Where to stay: Right in the heart of Favignana and just a short walk from Praia beach, Albergo Egadi, pairs a coastal setting with a quieter, boutique feel. The spacious double rooms are bright and understated in design, with terraces overlooking Favignana’s coastline, each complete with a private hot tub and sauna. 

Swap the Hamptons for Hilton Head Island, South Carolina, USA

Hilton Head Island, on South Carolina’s Atlantic coast, offers the polished coastal charm that draws travelers to the Hamptons, but with a distinctly Southern twist. Here, miles of golden sand give way to winding waterways, tidal marshes and maritime forests, creating a backdrop that feels both exclusive and effortlessly relaxed. Mornings might begin with a bike ride beneath canopies of oak trees draped in Spanish moss, while afternoons are spent on championship golf courses, cruising past playful dolphins or unwinding on wide, uncrowded beaches. As the sun begins to set, waterfront restaurants come alive with locally caught shellfish, freshly shucked oysters and sweeping views across the water. Combining outdoor adventure, coastal luxury and a slower pace of life, Hilton Head Island delivers the sophistication of a Hamptons getaway with plenty of room to breathe. 

Where to stay: Blending a polished country‑club feel with laid-back coastal charm, Inn & Club at Harbour Town offers spacious, classically styled rooms in soft neutrals, a serene outdoor pool, complimentary bicycles, and a personalized butler service for an added touch of ease. Overlooking the championship golf courses at Sea Pines Resort, the property is an ideal base for golfers or travelers looking for a laid-back retreat that mirrors life in the Hamptons. 

Swap Bali for Siargao, Philippines

Siargao, off the Philippines’ north-eastern coast, offers many of the qualities that have made Bali a global favourite, from laid-back cafés and wellness retreats to a thriving surf scene and tropical landscapes. But where Bali has become increasingly popular, Siargao feels more untamed, with a castaway charm that encourages travelers to embrace the outdoors. Best known for Cloud 9, one of Asia’s most iconic surf breaks, the island attracts wave-seekers from around the world, while crystal-clear lagoons, hidden rock pools and palm-fringed beaches provide plenty of opportunities to cool off between adventures. Island-hopping excursions reveal the tiny white-sand islets of Daku and Guyam, surrounded by turquoise water, and inland, mangrove forests and quiet roads invite exploration at a slower pace. Balancing adventure with barefoot island living, Siargao captures the free-spirited atmosphere that travelers love about Bali while offering a more off-the-beaten-path escape. 

Where to stay: For those looking to embrace Siargao’s laid-back island lifestyle, Manao Villas offers a peaceful retreat surrounded by tropical greenery. Spacious private villas feature open-air kitchens, terraces and pools, creating the perfect setting to unwind after a day surfing, island hopping or exploring General Luna. Combining privacy with easy access to the island’s vibrant cafés, beaches and nightlife, it’s an ideal base for experiencing the best of Siargao. 

Swap Tulum for Santa Teresa, Costa Rica

Santa Teresa, on Costa Rica’s Pacific coast, offers a more rugged alternative to Tulum, where jungle-covered hills meet long stretches of sand and the rhythm of daily life is shaped by the ocean. Originally a sleepy surf town, it has evolved into a sought-after destination that balances understated luxury with a strong connection to nature. Visitors arrive for the waves but often stay for the lifestyle, spending afternoons in beachfront cafés, watching surfers carve through the water or spotting wildlife hidden among the trees. Like Tulum, Santa Teresa blends wellness, with a more relaxed, less polished feel, where the surrounding beaches and jungle remain at the heart of the experience. The result is a destination that delivers both effortless style and a genuine sense of place. 

Where to stay: Set right on Santa Teresa Beach and tucked among leafy tropical gardens, Hotel Nantipa feels peaceful, polished and relaxed. The boutique resort boasts both double rooms and private bungalows, with the option of upgrading to have an ocean view, outdoor shower and hammock area. Guests can also enjoy a beachfront restaurant, pool and spa, making it a calm base for a relaxed, beachside stay.

*Travel Predictions 2025 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,713 respondents across 33 countries and territories were polled (including 1,016 from Argentina, 1,002 from Australia, 502 from Austria, 1,003 from Belgium, 1002 from Brazil, 1,006 from Canada, 1,007 from China, 1,005 from Colombia, 501 from Croatia, 501 from Denmark, 1,011 from France, 1,009 from Germany, 1,004 from Hong Kong, 1,002 from India, 506 from Ireland, 501 from Israel, 1,014 from Italy, 1008 from Japan, 1,013 from Mexico, 1011 from The Netherlands, 1003 from New Zealand, 504 from Portugal, 508 from Singapore, 1004 from South Korea, 1,008 from Spain, 509 from Sweden, 500 from Switzerland, 507 from Taiwan, 1,009 from Thailand, 503 from the UAE, 1,012 from the UK, 1,006 from the US and 1,016 from Vietnam). Respondents completed an online survey in July-August 2024.

** Travel and Sustainability 2026 research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026. The age ranges for each generation were defined as: Gen Z 18-28, Millennials 29-44, Gen X 45-60, and Boomers 61+.

The Phanatic's Phantastic Pad is available exclusively on Booking.com at Sosuite at the Ovation, a Booking.com partner property. It is styled with the bird’s personal taste: iconic green fur, Phillies pinstripes, artwork, and some quirky surprises (hot dog launcher not included – sorry, house rules). Just minutes from Citizens Bank Park, the apartment is close to all of the MLB All-Star Week action from July 10-14, 2026, with access to the MLB Draft presented by Nippon Express, the T-Mobile Home Run Derby and Capital One All-Star Village. 

"Sports travel isn't just about the game anymore – it's about the whole story around it," said Ian Ackland, Managing Director, Americas, Booking.com. "A majority of travelers see attending a major sporting event as a bucket-list experience, and Philadelphia in July delivers exactly that – returning to host its first MLB All-Star Game in the city since 1996, while also celebrating the 250th birthday of American independence at one of Booking.com’s 2026 trending destinations. All of this is amplified by having the city’s celebrity mascot and our partner property as your hosts."

What's Included in the Stay

The booker and their plus-one will receive:

• Four nights at The Phanatic's Phantastic Pad, a Phanatic-themed two-bedroom apartment in Philadelphia (check-in Friday, July 10; check-out Tuesday, July 14, 2026)
• A photo op with the Phillie Phanatic with a high likelihood of a belly rub and towel twirl
• Two tickets to the MLB All-Star Game presented by Mastercard on Tuesday, July 14 at Citizens Bank Park
• Two tickets to the T-Mobile Home Run Derby on Monday, July 13 at Citizens Bank Park
• Two tickets to the All-Star Futures Game and MLBx: All-Star 3-on-3 on Sunday, July 12
• Two passes to watch batting practice prior to each of the Home Run Derby and the All-Star Game
  • (Note: The booker and their plus-one will be required to sign a liability waiver prior to on-field access.)
• Two tickets to access Capital One All-Star Village from July 11–14
• A "Philly Feast" for two, including Philly cheesesteaks and cheesecake, warm soft pretzels, and other local favorites
• A Booking.com vintage-car tour of historic Philadelphia

How to Book

The Phanatic's Phantastic Pad becomes bookable on a first-come, first-served basis on Monday, July 6, 2026 at 12:00 pm ET for $19.78, a nod to the year the Phanatic made his debut. Booker and guest must both be 21 years of age or older and U.S. residents at the time of booking. Full terms and conditions available at [https://www.booking.com/hotel/us/the-phanatics-phantastic-pad.html]. 

The Phanatic's Phantastic Pad not only offers baseball fans the opportunity to attend one of MLB’s most exciting weeks of the season, but fulfills the desire for the 34% of travelers who are motivated by the chance to make a broader trip out of traveling for a sporting event. With more than 8.6 million places to stay - from hotels to homes, apartments and more - as well as flights, car rentals, and attractions, Booking.com seamlessly connects the journey from start to finish to make dreams a reality.

About Booking.com

Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travelers with memorable experiences every day. For more information, follow @bookingcom on social media or visit globalnews.booking.com.

About Major League Baseball

Major League Baseball (MLB) is the most historic professional sports league in the United States and consists of 30 member clubs in the U.S. and Canada, representing the highest level of professional baseball. Led by Commissioner Robert D. Manfred, Jr., MLB has achieved three straight years of total attendance gains for the first time in 18 years and remains the best-attended sports league in the world. Since 2023, historic rule changes have improved the quality of play on the field, emphasizing speed and athleticism at a better pace. In 2025, MLB had its third straight season clocking in with an average game time of 2:40 or below for the first time in 40 years. Viewership of MLB games nationally, locally, on MLB.TV and in Canada and Japan all increased over last year, with most platforms achieving double-digit percentage increases. Game Seven of the thrilling 2025 World Series presented by Capital One averaged 51.0 million viewers combined across the United States, Canada, and Japan, making the 11-inning contest the most-watched MLB game in 34 years, dating back to Game Seven of the 1991 World Series. MLB.TV set another consumption record this season with 19.4 billion minutes watched, an increase of +34% over last year. The MLB App registered its most-trafficked season ever with daily traffic increasing by +18% over 2024. As the league expanded its marketing efforts and promotion of star players like reigning Most Valuable Players Shohei Ohtani and Aaron Judge, MLB has significantly increased its younger fan base as evidenced through viewership, social media, ticket purchasing, and participation metrics. Through its MLB Together social responsibility efforts, MLB remains committed to making a positive impact in the communities of the U.S., Canada and throughout the world. With the continued success of MLB Network, MLB digital platforms, international events, and local media production and distribution, MLB continues to find innovative ways for its fans to enjoy America's National Pastime and a truly global game. To learn more about MLB, please visit mlb.com.

About the Phillie Phanatic

Height: 6’6. Weight: 300. Age: Made debut on April 25, 1978. Birthplace: Galapagos Islands.

Named after the team’s fanatical fans, the Phillie Phanatic was created by the team’s marketing department after the 1977 season. From that humble beginning, the beloved mascot evolved and is celebrated as part of a permanent exhibit in the National Baseball Hall of Fame in Cooperstown, N.Y. Over the years, various national media outlets have ranked the Phanatic as the No. 1 sports mascot. 

About The Philadelphia Phillies

The Philadelphia Phillies are a Major League Baseball team. They are the oldest continuous, one name, one city franchise in all professional American sports, dating to 1883. The Phillies are a member of the Eastern Division of Major League Baseball's National League. Since 2004, the team's home has been Citizens Bank Park in the South Philadelphia section of the city, where they have captured a World Series championship (2008), three National League pennants (2008-09, 2022), and seven NL East titles (2007-11, 2024-25). For more information, visit www.phillies.com.

Press Contact

For media inquiries, please contact Booking.com’s US Press Office: booking.com@allisonworldwide.com

The co-branded platform offers Air India customers access to Booking.com’s extensive global inventory of over 31 million reported listings in 45 languages, including 8.6 million listings in homes, villas and other unique places to stay, backed by its 24/7 customer support.

Air India’s Maharaja Club members can earn 5 Maharaja Points for every INR 100 spent on stays booked through the dedicated platform. These points can be redeemed for award flights and cabin upgrades. Customers will also benefit from exclusive discounts of up to 15% on participating properties for a limited period, from June 22 to July 21, 2026.

“Our partnership with Booking.com is another step in our efforts to build a comprehensive travel ecosystem for our customers. By combining Air India’s growing global network with Booking.com’s vast portfolio, we are offering our guests greater convenience, choice and added value across journeys,” said Abhijit Menon, Divisional Vice President & Head of Revenue Management, Air India.

Laura Houldsworth, Managing Director and Vice President, Asia Pacific at Booking.com, said “As travellers increasingly seek integrated, digital-first travel experiences, we are excited to partner with Air India. This collaboration reflects our Connected Trip vision of making travel planning simpler and more seamless. By combining our diverse global accommodation inventory with Air India’s growing international network, we are helping to make it easier for travellers to book their flights and stay in one place. This partnership also reinforces our commitment to India, delivering greater value, rewarding loyalty and creating a more seamless, end-to-end travel experience.”

Industry data indicates that travellers increasingly prefer planning multiple parts of their journey through a single platform. Research shows that leisure travellers opt for bundled travel offerings combining flights, accommodation or other services. The partnership reflects Air India’s and Booking.com’s continued focus on supporting this shift towards more seamless, end-to-end travel planning by offering integrated accommodation options.

As a member of Star Alliance, Air India offers Maharaja Club members global recognition and benefits across the alliance’s extensive network. Over the last two years, more than 100 brands across categories have entered partnerships with Air India for Maharaja Club, thus significantly enhancing the benefits for travellers.

For bookings, Air India guests can visit this dedicated booking page to unlock the discount offered as part of this partnership.

About Air India Group
The Air India Group – comprising full-service global airline, Air India, and value carrier, Air India Express – is spearheading a new era of Indian aviation. The Air India story began in 1932 when JRD Tata piloted the airline’s inaugural flight and opened the skies for aviation in India. Today, Air India Group employs more than 30,000 people, operates over 300 aircraft and carries travellers to 60 domestic and 51 international destinations across five continents.

Returning to Tata Sons in 2022 following 70 years under Government ownership, Air India Group is in the midst of a five-year transformation programme, Vihaan.AI. As part of the transformation, Air India has placed orders for 600 new aircraft. In addition to taking new aircraft deliveries, Air India is progressively retrofitting all its legacy aircraft.

The Air India Group operates South Asia’s largest aviation training academy in Gurugram, India. The construction of a new flying school and a greenfield maintenance base is in progress.

With transformation underway across all facets of the business and India’s rich legacy of hospitality, Air India is committed to being a world class global airline with an Indian heart.

For more stories on Air India, visit http://www.airindia.com/newsroom.

About Booking.com
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travellers with memorable experiences every day. For more information, follow @bookingcom on social media or visit news.booking.com.

PRESS CONTACTS
Air India
Ronit Baugh: ronit.baugh@airindia.com

Air India Press Office
Anuj Bakshi/ Apoorva Bansal : airindia@adfactorspr.com

Booking.com

Urvi Thakkar : urvi.thakkar@booking.com

Booking.com Press Office

Sonali Priyambada: in-booking.com@alkimyxglobal.com

Jeju, South Korea

Just beyond South Korea’s southern coastline, Jeju Island is a volcanic paradise, known not only for its lava landscapes, citrus groves and waterfalls, but also for its renowned beauty traditions. As the home of many of the natural ingredients that underpin the global K-beauty phenomenon, it’s the kind of destination where travelers may want to leave extra room in their suitcase for skincare finds. A true beauty bucket list destination, the island’s skincare rituals harness volcanic minerals and marine ingredients in treatments designed to hydrate, soothe and brighten the skin. Travelers can experience volcanic ash detox facials and microneedling therapies infused with native botanicals like green tea, camellia and wild orchid. Beyond the spa, Jeju’s café culture showcases local flavours through honey, tangerine and green tea-infused drinks, while the scenic Jeju Olle Trail (a 437 km, 272 mile long loop) winds past dramatic coastlines, fishing villages and the island’s iconic haenyeo free divers. A tour of Seongsan Ilchulbong, a UNESCO World Heritage Site, on Jeju Island is also not one to miss. 

Where to stay: Perched along Jeju’s picturesque Aewol coastline, Ddosi Aewol Pool Villa is a sanctuary of beauty and tranquillity. With a private pool, outdoor jacuzzis, and a balcony providing uninterrupted sea views, each villa is designed for restorative moments inspired by the island’s natural landscapes. 

Fez, Morocco

Located in northern Morocco, most people associate Fez with its culture and history, from its medina, historic old town, riads, courtyard houses, and the traditional brimless red hats, referred to as a tarboosh, or more commonly fez. In addition to its character, Fez is renowned for beauty rituals that have been woven into daily Moroccan life for centuries. More than simply a wellness experience, hammams are an important part of the country’s social and community culture, where locals gather to cleanse, unwind and connect. Home to more than 100 bathhouses, including the historic Hammam Seffarine in Seffarine Square, the city offers travelers an authentic immersion into Moroccan self-care traditions, whether opting for a rustic neighbourhood hammam or a more refined spa setting. Steam rooms, exfoliating scrubs and cooling plunges work to deeply cleanse, nourish skin and hair, and restore both body and mind. While visiting Fez, travelers are also encouraged to take a walking tour to explore the city’s maze-like souks, artisan workshops and historic landmarks, pausing for Moroccan mint tea and local delicacies like honey and sesame coated chebakia pastries. 

Where to stay: Located in the heart of the Medina of Fez, Riad Fes is a traditional courtyard property, with the option of standard rooms or suites and complete with a spa offering authentic hammam rituals. A tranquil escape from the bustling streets, guests can take in panoramic views of the Medina and Atlas Mountains from the rooftop terrace and retreat to beautiful rooms with hand-carved cedar ceilings featuring zellige tilework, traditional Moroccan mosaic.

Budapest, Hungary

Straddling the Danube River, Budapest is known for its striking architecture, from the hilltop towers of Fisherman’s Bastion to the Gothic spires of the Hungarian Parliament. But beyond the mesmerizing scenery, the city is hailed as the ‘spa capital’ of Europe, most commonly recognized for its thermal bathing culture, as mineral-rich waters flow from more than 100 natural hot springs beneath the city. At the iconic Széchenyi Thermal Bath, one of Europe’s largest thermal spa complexes, travelers can unwind across 18 different pools and six saunas, offering everything from bracingly cold plunge pools to mineral-rich thermal soaking tubs. All of these baths are set within a grand neo-baroque palace inspired by centuries-old Roman bathing traditions. After a restorative soak, why not wander the cobblestone streets of the Castle District and catch a glimpse of the Buda Castle, which makes up a prominent part of Budapest’s city skyline. 

Where to stay: Set beside Budapest’s iconic Oktogon intersection, Sweet Dreams at Oktogon Downtown is a loft style studio apartment designed for a cozy city stay. Featuring a main-floor bedroom mezzanine lounge and full kitchen, the compact space offers a comfortable and relaxed base perfect for couples or solo travelers looking to explore Budapest’s historic sights and thermal baths from the heart of the city. 

Antalya, Turkey

With the Taurus Mountains on one side and the Mediterranean on the other, Antalya, Turkey has evolved from a historic Roman port into one of Europe’s most in-demand destinations for cosmetic and wellness travel. Alongside the cobbled streets of Kaleiçi and the city’s ancient ruins, travelers will find established clinics specialising in treatments ranging from hair transplants to cosmetic dentistry, often paired with resort-style recovery stays along the coast. The city has also become known for its wellness and longevity retreats, where programmes combine therapies such as IV vitamin infusions, ozone therapy and platelet-rich plasma treatments with a slower-paced Mediterranean setting. Between appointments, visitors can explore nearby waterfalls, take coastal boat trips or spend time wandering Antalya’s historic harbour and old town. 

Where to stay: Set alongside Antalya’s cliffside coastline, Akra Antalya combines Mediterranean seaviews with a strong focus on wellness. Home to TheLifeCo wellness centre, the hotel offers therapies ranging from IV treatments to personalised aesthetic care, alongside six pools, tennis courts, a private beach and modern decorated rooms overlooking the Mediterranean and Taurus Mountains. 

Santiago, Chile

Nestled beneath the Andes Mountains and along the Mapocho River, Santiago is best known for its nearby wine regions, but the city has also developed a wellness scene shaped by local ingredients and vinotherapy treatments. Many of the city’s leading spas can be found in the upscale neighbourhoods of Vitacura, Las Condes and Providencia, where treatments draw on Chile’s winemaking heritage, using grape seeds, vine extracts and antioxidant-rich grape marc in scrubs, facials and restorative baths designed to boost circulation and nourish the skin. Many treatments also incorporate regional ingredients such as quinoa, avocado oil and volcanic minerals sourced from the surrounding landscape and were initially embraced by the Incas over 600 years ago. For travelers looking for a complete wine experience, beyond just grape-rich skin treatments, Maipo Valley Wine Tour, just a 40-minute drive from the centre, will allow visitors to experience everything from centenary cellars, vineyards and full wine production from big industries to family boutique wineries. 

Where to stay: Set in Santiago’s leafy Providencia district, Hotel Boutique Le Rêve provides a quiet retreat within one of the city’s liveliest neighborhoods. The intimate 31-room boutique hotel features a secluded Parisian-style patio, in-room massages, plush bedrooms and marble bathrooms, alongside thoughtful touches including an honesty bar and complimentary midnight snacks. 

*Travel Predictions 2026 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 29,733 respondents across 33 countries and territories were polled (including 1,009 from Argentina, 1,005 from Australia, 500 from Austria, 1,013 from Belgium, 1,008 from Brazil, 1,018 from Canada, 1,009 from China, 1,005 from Colombia, 508 from Croatia, 501 from Denmark, 1,010 from France, 1,003 from Germany, 1,004 from Hong Kong, 1,007 from India, 509 from Ireland, 507 from Israel, 1,005 from Italy, 1,003 from Japan, 1,003 from Mexico, 1,019 from The Netherlands, 1,033 from New Zealand, 1,006 from Portugal, 500 from Singapore, 1,003 from South Korea, 1,009 from Spain, 511 from Sweden, 501 from Switzerland, 504 from Taiwan, 1,001 from Thailand, 501 from the UAE, 2,003 from the UK, 2,010 from the US and 505 from Vietnam). Respondents completed an online survey in July-August 2025.

Drawing on insights from 1,240 executives and managers across 24 markets from the European accommodation sector, this year’s report affirmed the resilience and stability maintained by an industry that has faced many headwinds in recent years. But amid the overall positivity, key concerns highlighted priority areas for continued development particularly in addressing divisions between large and small businesses.

Steady growth and confidence levels bolstering adaptations to new market dynamics

Overall economic sentiment continues to hold, with 66% expecting positive development in the coming season and 60% reporting a strong general financial situation. Across the board, shifting marketing dynamics saw properties of all sizes report a similar experience: average daily rate growth moderated, with a three percentage point YoY drop in those reporting increases (40% in 2026 vs 43% in 2025), balanced by 50% seeing growth in occupancy rates, up 10% YoY.

However, while collective perceptions paint an optimistic picture, the findings highlight growing pressure on smaller and independent accommodations to keep pace with larger operations. In key business metrics, chains report more favourably on economic conditions with 72% rating their situation positively compared to 55% of independents. Similar patterns emerge across other key performance indicators including room rates (47% chains observed increases in the six months before the survey vs 37% of independents) and occupancy developments (56% chains observed increases vs 46% of independents).

Further divisions also emerge around key industry concerns, with particular challenges in the cybersecurity space and in navigating seasonal swings and external disruptions.

Cybersecurity: readiness gaps emerge as AI rapidly accelerates risks

At a high level, two-thirds of European accommodations (66%) feel their cybersecurity preparedness is sufficient, underpinned by wide adoption of core protections such as regular software updates (86%), network security tools (85%) and secure payment processing (80%).

But delving deeper, a clear cyber-readiness gap emerges between accommodations with large versus small operations. Nearly all respondents with 250 or more employees (94%) consider themselves adequately prepared, compared to only 60% of those with fewer than ten staff. While safeguards are common across the board, smaller operators are less likely to implement more advanced or ongoing practices: less than half (49%) offer staff training compared to 89% of larger employers, with similar gaps emerging for regular IT security audits (60% vs 89%) and engagement with specialist third-party providers (62% vs 95%).

When it comes to top concerns for the coming season, 21% of businesses with less than 9 employees cited cybersecurity attacks as a top concern compared to only 9% of those with 250+ employees, while payment fraud again saw a split of 25% versus 16%.

Only 5% of smaller accommodations self-reported a cybersecurity or data security incident in the past year, rising to 28% among the largest operations, reflecting both potentially higher exposure and a greater ability to detect and formally record incidents. As cyberattack techniques become ever more sophisticated, with legitimate credentials and systems increasingly exploited, maintaining resilience will require continuous investment in systems and skills, especially for smaller properties that already face resource constraints.

Navigating disruption and seasonal fluctuations

With peak season on the horizon, demand patterns and potential hurdles are front of mind. External disruptions are the top concerns, both in terms of likelihood and potential impact: 37% are specifically concerned about extreme weather or natural events hindering travel, while 32% are cognizant of local activities such as transport strikes or construction affecting guest access or operations. Interestingly, chains are marginally more concerned than independents on both fronts, with a difference of seven and five percentage points respectively.

Surprisingly, expanding or adapting facilities to include weather-independent amenities is the least adopted seasonality navigation strategy despite these factors being the top concern, but with 42%* of travelers already looking to avoid weather related disruptions by taking their trips outside of the traditional holiday season, attention is more focused on more commercial tactics.

Discounting stands out as the most widely-used and effective lever, with 72% of accommodations saying they offer off-season rates or packages with positive results. Diversified distribution strategies are often pursued, with 81% of hoteliers viewing online platforms as an effective channel for off-season demand, and organic social media (54%), paid search (50%), email campaigns (41%) and traditional media advertising (34%) all contributing to a broader mix.

Leaning into event-driven tourism is another popular route to alternative demand: 50% reported benefiting from event-driven travel in the past 12 months, with 14% describing the impact as significant. Among those that benefited, two-thirds (66%) cited improved revenue per room, while 60% reported increased bookings during typically low-demand periods, helping to offset weaker revenue at other times of the year.

“The 2026 European Accommodation Barometer shows a resilient industry that is adapting in real time to a changing landscape - from accelerated cyber risks to navigating climate related disruption and event-driven demand,” said Matthias Schmid, SVP Accommodations at Booking.com. “However, the findings also underscore potential fragmentation with differing experiences and pressures emerging across accommodations types and sizes. With that in mind, our goal remains to provide all of our accommodation partners with the insights, tools and partnership they need to thrive year-round, supporting industry growth across the board,”

Download the full report

To download the full 2026 European Accommodation Barometer report and corresponding country-specific editions (AT, HR, FR, DE, GR, IR, IT, NL, Nordics, PL, PT, ES, CH, UK) visit the Booking.com global media room.

About the European Accommodation Barometer 2026

The sixth edition of the European Accommodation Barometer is based on a survey of 1,240 executives and managers from the European accommodation sector, including hotels and alternative accommodations from each of the following countries and regions: Austria, Croatia, France, Germany, Greece, Hungary, Ireland, Italy, the Netherlands, the Nordics (Sweden, Denmark, Norway, and Finland), Poland, Portugal, Spain and Switzerland. Additionally, 200 respondents were included from the rest of Europe, covering Romania, Belgium, Czechia, Bulgaria, Slovenia, and Slovakia. For the UK report specifically, a sample of 200 UK accommodations were interviewed during the survey period. Fieldwork was conducted between February 5 and March 24, 2026. Results reflect sentiment at that time and may not fully account for more recent geopolitical developments and related energy supply disruptions.

*Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026.

About Booking.com

Headquartered in Amsterdam, European startup success story Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travelers from around the world with accommodations of all sizes, flights, rental cars, airport taxis and memorable in-trip experiences every day. For more information, follow @bookingcom on social media or visit news.booking.com.

Only half (50%) of LGBTQ+ travelers say they feel relaxed when traveling for work, while nearly 1 in 4 (23%) report feeling anxious. The findings suggest a tension as corporate travel scales: while many employees are expected to travel for work, they lack the autonomy to choose where they travel, potentially exposing them to environments where they may not feel safe or supported.

Lack of support and clarity
LGBTQ+ traveler confidence is slipping as nearly half (45%) say they have hidden their identity on business trips to ensure their safety. The data points to an underlying lack of support and clarity on available resources from their employers as a contributing factor.

Only 54% feel adequately briefed on local LGBTQ+ laws before traveling to a new destination, and only 51% say their company clearly communicates relevant travel policies and resources. 55% of LGBTQ+ travelers say their direct manager is supportive of their concerns, while 42% don’t feel comfortable discussing those concerns at all.

Concerns impacting careers
The impact of these concerns also goes far beyond the trip itself. 42% of LGBTQ+ employees say they have turned down a lucrative business opportunity due to safety concerns or lack of employer support, while 44% have turned down or avoided applying for jobs entirely at companies that lack clear LGBTQ+ travel protections.

When business travel opportunities do arise, confidence to make a decision is shaky: only 52% say they would feel comfortable declining a business trip to a high-risk country without fear of hurting their career.

Building traveler trust
Employer policies are a key factor: over half (58%) say their decision to work for a company would be influenced by whether it offers strong LGBTQ+ travel protections. Clearer communication of travel policies and proactive education on local laws resources could also help reduce anxiety and build trust among employees expected to travel for work.

For accommodation owners, inclusive training and transparent communication of welcoming policies can help LGBTQ+ business travelers make more confident choices. Booking.com’s Travel Proud Badge is one such indicator, awarded to properties that complete inclusive hospitality training, with more than 140,000 globally.

“Business travel is often an inherent part of work and offers valuable opportunities for career growth and development, but our research shows that many LGBTQ+ travelers still face uncertainty,” said Matthias Schmid, SVP Accommodations at Booking.com. “Establishing clear pathways to the specific kinds of information and resources LGBTQ+ business travelers need can help create a more inclusive hospitality landscape, ensuring travelers feel confident and supported wherever work takes them.”

For even more insights into LGBTQ+ travel, take a look at Booking.com’s 2026 Travel Proud Research and Report.

Sources:

• Allied Market Research

Research commissioned by Booking.com and independently conducted among a sample of 13,331 respondents across 19 Markets: 222 from Argentina, 1,041 from Australia, 1,021 from Brazil, 839 from Canada, 527 from Colombia, 1,031 from France, 1,035 from Germany, 1,010 from India, 1,044 from Italy, 521 from Japan, 525 from Mexico, 508 from Netherlands, 218 from New Zealand, 219 from Singapore, 1,088 from Spain, 216 from Taiwan, 208 from Thailand, 1,019 from UK, 1,039 from US. To participate respondents had to be 18 years old or older, must have taken a personal trip that included an overnight stay in the last 12 months, either be involved or the primary decision maker about booking and planning travel, and must be part of the LGTBQ+ community. The survey was carried out between February and March 2026.

Quebec City, Canada

Québec City is celebrated for its rich history of social tolerance and its vibrant, bohemian spirit. The city’s LGBTQ+ heart beats strongest in the Saint-Jean-Baptiste neighbourhood, a ‘village-like’ district just beyond the old city walls, where rainbow flags line the historic Rue Saint-Jean. Ideal for daytime wandering, the area is home to iconic institutions such as Le Drague Cabaret Club, which has anchored the local LGBTQ+ scene for decades with high-energy drag performances and inclusive dance floors. Nearby Saint-Roch is equally worth exploring. Once an industrial quarter, the district, particularly Rue Saint-Joseph, has reinvented itself as a trendy, ‘gay-friendly’ alternative to the city’s more traditional tourist routes, filled with independent cafés, avant-garde galleries, and culture-savvy locals.

Beyond its nightlife, Québec City offers a distinctly European charm, where diversity is deeply woven into everyday life - a legacy reflected in Québec’s pioneering role as one of the first jurisdictions in the world to prohibit discrimination based on sexual orientation. Consistently recognised as part of one of the safest regions for LGBTQ+ individuals, the city provides an atmosphere that feels both open and welcoming.

Fierté de Québec (Québec City Pride), taking place between September 4–7, 2026, will see  Place d’Youville and Rue Saint-Jean transform into a citywide celebration featuring free outdoor performances, a solidarity march, and a dedicated ‘Queer Market’.

Where to stay: Les Lofts 1048 offers a design-forward, apartment-style stay directly on rue Saint-Jean in the creative heart of the neighborhood, perfect for those looking for a cultured city stay. A converted 19th-century building, the property features contemporary furnishings and a rooftop terrace with views of historic Old Quebec. Its Travel Proud certification provides a genuinely inclusive environment, offering a meaningful welcome that stands out to the 41% of LGBTQ+ travelers who actively avoid accommodations perceived as pink-washing.

Motril, Spain 

Motril, located on Spain’s stunning Costa Tropical, is an excellent choice for travelers seeking a more authentic and laid-back Andalusian experience. Renowned for its unique microclimate, which brings sunshine almost year-round, the city combines rugged coastal beauty with traditional southern Spanish hospitality. While Motril itself does not have a large or highly visible LGBTQ+ scene, it is notably warm and inclusive, making it a good location for LGBTQ+ travelers who want to enjoy the tranquillity of secluded Mediterranean coves by day where everyone feels welcome, while remaining within easy reach of the vibrant LGBTQ+ nightlife of Torremolinos (approximately one hour away).

Carchuna Beach and Las Azucenas Beach are expansive stretches of coastline known locally for their relaxed and LGBTQ+-friendly atmosphere. Playa de Carchuna, in particular, is popular with LGBTQ+ visitors thanks to its open-minded vibe, spacious setting, and quieter areas ideal for sunbathing and unwinding.

Torremolinos Pride, taking place between May 26 to June 6, 2026, draws visitors from across Spain and beyond. Many travelers choose to stay in Motril during the festivities, enjoying the region’s serene beaches by day before heading to Torremolinos to experience one of Europe’s most celebrated Pride events by night.

Where to stay: For a sun-soaked coastal escape, PUSHE Playa Granada Beach & Golf offers a premium apartment experience directly on the sands of Playa Granada. Located just a short 10-minute drive from Motril's city center, it serves as an ideal retreat. Hiring a car is highly recommended for this part of Spain, as it allows seamless travel between the beach and Motril, while unlocking easy day trips to the dramatic Sierra Nevada mountains and Torremolinos. These contemporary apartments feature fully equipped kitchens and private terraces, perfect for extended stays away from home.

Torshavn, Faroe Islands, Denmark 

Tórshavn is a compelling and unexpected gem for travelers, offering a remarkable sense of safety and community amid one of the world’s most remote and dramatic landscapes. Although small in size, the Faroese capital is home to a progressive and welcoming population that takes pride in hospitality and equality, with the city serving as the heart of the Faroe Islands’ LGBTQ+ movement.

Visitors can experience a rare blend of close-knit ‘village life’ and modern Nordic inclusivity, particularly at the LGBTQ+ Føroyar community space on Tórsgøta, which regularly hosts film nights, cultural events, and social gatherings. Tórshavn is the kind of destination where travelers can explore comfortably and openly, supported by a society that has undergone a rapid and heartening shift toward greater legal recognition and social acceptance in recent years.

Tórshavn also offers a fascinating mix of Viking heritage and contemporary Nordic culture. Visitors can wander through the narrow, winding lanes of Reyn, the old town, where iconic grass-roofed wooden houses overlook the harbour, or explore Tinganes, the historic red-painted peninsula that has served as the seat of government since the 9th century. Food lovers can experience heimablídni (traditional Faroese home dining) or seek out local restaurants serving distinctive fermented Faroese specialities and fresh North Atlantic seafood.

Faroe Pride, taking place on July 27, 2026 - the day before the national holiday Ólavsøka - is considered one of the world’s most unique Pride celebrations. Nearly 10% of the Faroe Islands’ entire population participates in the march through the streets of Tórshavn, culminating in a free open-air concert at Vaglið, the town square.

Where to stay: Unique Cottage in Tórshavn is a beautifully restored sanctuary on the quiet outskirts of the Faroese capital. Featuring a mix of polished concrete floors, off-form concrete walls, and exposed timber, this cozy one-bedroom holiday home provides high-end amenities such as heated floors, a fully equipped modern kitchen, and a private path over a running stream. It’s within easy walking distance of the National Gallery (Listasavn Føroya) and the Nordic House, while a nearby highway connection makes exploring the rest of the islands by car seamless. This exceptionally private retreat provides a secure, welcoming, and scenic base for travelers looking to escape the hustle and bustle and to instead immerse themselves in the rugged charm of the Faroe Islands. 

Hua Hin, Thailand

Hua Hin is an ideal destination for travelers seeking a sophisticated, slow-travel experience and is often referred to as Thailand’s royal seaside resort town. It offers a high degree of safety, comfort, and respect, further strengthened by Thailand’s landmark Marriage Equality Law (2025), which has positioned the country as one of Southeast Asia’s most progressive destinations for LGBTQ+ rights. While the LGBTQ+ scene is relatively low-key and community-oriented, Hua Hin is widely regarded as welcoming and inclusive, where visitors can enjoy world-class spas, night markets, golf courses, and tranquil beach strolls in an atmosphere that feels both relaxed and authentically Thai.

For nature and adventure lovers, day trips to Khao Sam Roi Yod National Park are a highlight. This striking coastal park features limestone mountains, mangrove wetlands, and dramatic sea caves such as Phraya Nakhon Cave, making it especially popular for hiking, photography, and small group excursions. Within Hua Hin itself, visitors can explore the creative stalls and live performances at Cicada Market.

Hua Hin Pride, held in June 2026 and centred around Blúport Hua Hin Mall, brings the community together with a colourful Pride Walk, rainbow-themed installations, and inclusive cultural events that attract both locals and visitors in a warm, celebratory atmosphere.

Where to stay: Anantara Hua Hin Resort offers an ultra-luxury and five-star beachfront escape. Spread across 14 acres of tropical gardens and lotus lagoons designed by legendary architect Bill Bensley, the resort features private pool suites, an award-winning garden spa, and multiple signature restaurants. This stunning oasis provides a deeply welcoming, inclusive, and high-end experience for LGBTQ+ travelers seeking a sophisticated coastal retreat. Also suitable for families with young children who take advantage of the on-site kids’ club, playground and age appropriate swimming pool.

Mérida, Mexico

Mérida, often called the “White City” for its pristine colonial architecture, is one of Mexico’s most elegant and culturally rich destinations. For LGBTQ+ travelers, its appeal goes beyond aesthetics: it is widely regarded as the safest city in Mexico and a centre of Yucatán’s relaxed tranquilo lifestyle. Mérida offers a sophisticated yet integrated atmosphere where LGBTQ+ life is naturally woven into the fabric of the historic centre. The city provides a secure and welcoming environment where visitors can comfortably explore grand plazas, lively Sunday markets, and world-class museums.

Day trips to iconic sites such as Chichén Itzá or the vividly coloured colonial town of Izamal, with travellers returning to Mérida’s vibrant dining and cultural scene by evening is more than do-able.

Marcha del Orgullo (Yucatán Pride), taking place on Saturday, June 6, 2026, begins at the iconic Monumento a la Patria along Paseo de Montejo. This colorful, family-friendly celebration brings together thousands of participants and culminates in a lively festival in the heart of the city, reflecting Mérida’s growing visibility, inclusivity, and strong sense of community.

Where to stay: The Hacienda Xcanatun provides an ultra-luxurious, historic oasis just 15 minutes from downtown Mérida. This meticulously restored 18th-century estate fuses rich Yucatecan tradition with modern sophistication, offering character-filled historic suites alongside contemporary master suites. Set within four acres of lush tropical gardens, the resort features an acclaimed regional restaurant, a world-class wellness spa, and three swimming pools, including a striking Olympic-size pool. With its Travel Proud certification ensuring a deeply respectful and safe environment, this breathtaking sanctuary provides a genuinely inclusive base for exploring the Yucatán Peninsula.

Cassis, France 

Cassis is a refined alternative to the larger, more hedonistic party scenes of the Côte d’Azur, offering travellers a blend of dramatic natural beauty and classic Provençal art de vivre. While the town itself is small and does not have a dedicated gay district, it is widely regarded as safe and relaxed, making it an ideal peaceful retreat just 20 minutes from Marseille, a city known for one of France’s most diverse and dynamic LGBTQ+ scenes.

Cassis also serves as a gateway to the breathtaking Calanques National Park, where the French ‘live and let live’ attitude perfectly complements a landscape designed for both adventure and indulgent relaxation. One of the most memorable ways to experience the area is by boat or kayak from the harbour, allowing visitors to explore hidden limestone inlets and turquoise coves in near-complete privacy, an especially romantic option at sunset.

Marseille Pride, held in July 2026, draws many visitors to the region. Travelers often choose Cassis as a tranquil base, taking a short train ride into Marseille for the Marche des Fiertés and the lively LGBTQ+ nightlife of the Cours Julien district, before retreating to the calm of the Cassis harbour in the evening.

Where to stay: Le Canaillou par Dodo-a-Cassis offers a stunning, spacious seafront retreat nestled in a quiet pine grove just 600 meters from the charming port of Cassis. This premium three-bedroom apartment features a bright living area, a fully equipped kitchen, and a large terrace perfect for taking in the spectacular, unobstructed views of the Mediterranean Sea. Guests enjoy direct access to the beach at Anse de Corton, secure private parking, and an exceptional 20-meter swimming pool backdropped by the dramatic cliffs of Cap Canaille. 

Nottingham, UK 

Nottingham is a great destination for LGBTQ+ travelers, particularly in 2026, following the establishment of its dedicated “Rainbow Quarter” in the vibrant Hockley district. This area - centred around Broad, Carlton, and Heathcote Streets - forms the cultural heart of the city, featuring a permanent rainbow crossing and landmark venues such as The Lord Roberts and Broadway Cinema, both of which play an important role in the city’s creative and social life. The city’s atmosphere is shaped by deep-rooted inclusivity and a rich LGBTQ+ heritage. Nottingham is often cited as the site of one of the UK’s earliest licensed gay clubs, and today it continues this legacy through a strong calendar of LGBTQ+ events and community spaces. 

Just a short journey from the city, the wider Nottinghamshire countryside opens up into rolling landscapes, woodlands, and nature reserves. Sherwood Forest is the most famous example, known globally as the legendary home of Robin Hood. Today, it’s a protected nature reserve with ancient oak trees, most notably the Major Oak, along with walking trails, wildlife habitats, and guided routes that highlight its ecological and historical significance.

Nottinghamshire Pride, taking place on July 25, 2026, is a free, city-wide celebration known for its strong community focus and inclusivity. The event features a visibility march of over 11,000 participants, followed by a large-scale street party that transforms the city centre into a vibrant celebration of diversity, pride, and solidarity.

Where to stay: The Lace Market Hotel beautifully merges a historic Georgian townhouse facade with contemporary-luxe interiors. Situated in the city's trendy creative quarter, this property features 51 individually styled rooms and multi-level studio suites, complete with large sash windows, freestanding bathtubs, and picturesque views over St Mary's Church. Guests can also enjoy craft ales and award-winning dining at the on-site Cock & Hoop pub. Backed by over 2,000 positive guest reviews and a proud Travel Proud certification, this boutique hotel offers a stylish and genuinely welcoming environment for LGBTQ+ travelers, especially those looking for a short city break.

Canberra, Australia 

Canberra is often cited as one of Australia’s most inclusive cities, with the highest proportions of same-sex couples per capita in the country. It is known for its ‘big heart, small city’ atmosphere, where progressive values are deeply embedded in everyday life and public culture. The city’s LGBTQ+ scene is centred around the stylish Braddon and NewActon neighborhoods, offering a sophisticated mix of LGBTQ+ friendly bars, independent cafés and high-end dining.

Canberra provides an intimate and safe environment where diversity is celebrated from country-style ‘Bush Dances’ to late nights on the dance floor at venues such as the Cube Nightclub. The city’s scale makes it easy to explore, while still offering a vibrant and well-connected cultural scene.

SpringOUT Pride Festival, takes place between October 31 – November 30, 2026 is Canberra’s month-long Pride celebration and a highlight of the annual calendar. Key events include Fair Day at Glebe Park, along with community favourites such as the “Pink Tennis Bush Dance,” a uniquely local tradition that continues to be a sell-out staple of the Pride season.

Where to stay: The Burbury Hotel & Apartments offers a contemporary, upscale stay in Canberra’s prestigious Parliamentary Triangle. The sleek property features minimalist rooms and spacious apartments with full kitchens and private balconies, catering perfectly to travelers seeking both comfort and autonomy. Guests enjoy access to the surrounding precinct's premium amenities, including the acclaimed Hale Gym & Spa and the striking rooftop Leyla Bar, which boasts panoramic city views. This property serves as a sophisticated, secure, and stylish base for exploring the capital’s landmarks.

As travelers plan their next journey, the evolving nature of the global travel landscape remains a crucial consideration. While Booking.com's research underscores ongoing challenges, such as the 44% of LGBTQ+ travelers taking heightened safety precautions—it also points to a brighter, more adaptive future. 58% of LGBTQ+ travelers believe that acceptance has improved in recent years, with 82% reporting at least one positive, identity-specific experience while traveling over the past year. From the rising use of AI to find objective, inclusive travel advice, to the 142,000+ Travel Proud properties, the industry is stepping up its support. Ultimately, these advancements aim to ensure that LGBTQ+ travelers can explore the world confidently, safely, and on their own terms.

*Research commissioned by Booking.com and independently conducted among a sample of 13,331 respondents across 19 Markets: 222 from Argentina, 1,041 from Australia, 1,021 from Brazil, 839 from Canada, 527 from Colombia, 1,031 from France, 1,035 from Germany, 1,010 from India, 1,044 from Italy, 521 from Japan, 525 from Mexico, 508 from Netherlands, 218 from New Zealand, 219 from Singapore, 1,088 from Spain, 216 from Taiwan, 208 from Thailand, 1,019 from UK, 1,039 from US. To participate respondents had to be 18 years old or older, must have taken a personal trip that included an overnight stay in the last 12 months, either be involved or the primary decision maker about booking and planning travel, and must be part of the LGTBQ+ community. The survey was carried out between February and March 2026.

Trade-offs LGBTQ+ travelers make to experience the world safely

A striking finding in this year’s report: the LGBTQ+ travelers who report the fewest negative experiences and who appear to be the most confident - are those who identify as ‘not out’. Travelers who are ‘not out’ are the least likely to have had a negative experience related to their sexuality on a trip in the last twelve months (34% compared to 62% of all LGBTQ+ travelers globally, rising to 73% for LGBTQ+ travelers who identify as trans). They are also the only group where a majority didn’t report feeling anxious when travelling (53%) compared to 30% globally and just 20% of polyamorous travelers. It’s a stark reminder that the "safest" LGBTQ+ travelers are often the ones who are most effectively able to hide parts of who they are.

The decision to conceal parts of their identity; whether by choice or out of necessity, is sadly a reality shared by the majority of the LGBTQ+ travelers surveyed. Only 31% of respondents globally are out when traveling, compared to the 68% who are out to close friends. This number grows further when asked about where LGBTQ+ travelers want to go; with 40% willing to hide their identity in exchange for experiencing a bucket-list destination, highlighting that, for many, deciding between exploring the world and being fully themselves still involves profound trade-offs.

Precautions and anxiety on the rise, particularly for trans travelers

Further to that, 44% of LGBTQ+ travelers also say that they are taking more precautions than they were a few years ago; actions like sharing live locations with trusted contacts to manage anxiety (25%), deleting dating apps before border crossings (16%), using VPNs to disguise activity or access blocked sites (19%) and carrying burner phones (18%) are common. 48% of LGBTQ+ travelers constantly scan their surroundings before showing affection to their partner in public.

The data also highlights the particular challenges faced by trans travelers. They are the only group where the percentage who have become more anxious about travel outpaces their peers who’ve become more relaxed in recent years. With 43% feeling more anxious in the last few years compared to a global average of 27%. And while for most demographic groups, being ‘out in public late at night or after dark’ is the most frequently cited anxiety moment (22% globally). For trans travelers, using gendered facilities (bathrooms, changing rooms) is the number one anxiety trigger (24%); highlighting the reality of a travel experience which other groups do not face with the same intensity.

How are the industry and AI tools boosting LGBTQ+ traveler confidence?

Despite these trends, encouragingly LGBTQ+ travelers report far more positive experiences than negative ones globally, with 82% sharing at least one positive experience specific to their gender or sexual identity when traveling in the last year. These range from: staff using correct pronouns (34%), signs of inclusivity at a property such as pride flags (32%) or gender neutral bathrooms (32%) and LGBTQ+ staff members (32%). And as a whole, 58% of LGBTQ+ travelers believe that acceptance has improved in the last few years.

Interestingly, the same digital tools that LGBTQ+ travelers are taking precautions with, are on the flip side, increasingly seen as ways to search for impartial information, connect with members of the community in destinations, and find reassurance about a hotel or attraction. Two-thirds (66%) of LGBTQ+ travelers used AI to plan a trip in the last year, with 43% trusting AI to provide objective, non-judgmental travel advice regarding their identity. 39% believe AI is efficient at finding niche LGBTQ+ friendly spots which are hard to find via standard search. 37% feel safer asking AI sensitive questions about the local LGBTQ+ scene than asking a human, and 30% say that they would find an inclusion or ‘LGBTQ+ friendly’ filter useful when booking travel online.

“This year’s research shows why our Travel Proud program continues to be as important as ever. We’re encouraged by how the program has grown in the five years since it launched in 2021 and how enthusiastically it has been embraced by so many of our partners around the world. Training is now available in 11 languages and has been completed by more than 142,000 properties, allowing travelers to filter for LGBTQ+ friendly properties in over 20,000 cities and destinations across the globe.

Despite the challenges, and the increased precautions LGBTQ+ travelers are taking in order to feel safe, we are inspired by the 66% globally who prioritize trips where they can be 100% themselves; and who continue to fiercely and authentically Travel Proud.” Matthias Schmid, SVP of Accommodations, Booking.com

Read the full Travel Proud Research Report for an in-depth exploration of LGBTQ+ travel experiences in 2026, including brand new insights addressing questions such as:

• Which nation is more likely to be out when traveling than at home?
• Who do travelers in polyamorous relationships trust most for travel guidance?
• What kind of trade-offs are made by LGBTQ+ business travelers?
• What are the biggest concerns for LGBTQ+ travellers with children globally?

With the Travel Proud filter and badge on Booking.com, LGBTQ+ friendly properties are easier to find for millions of travelers looking for inclusive stays. Simply select the ‘Travel Proud (LGBTQ+ friendly)’ filter or keep an eye out for the rainbow suitcase on property pages. Find out more: here.

For accommodation providers, learn more about completing the online Travel Proud training and the specific challenges faced by LGBTQ+ travelers in order to become a Travel Proud property here. The program has been created by independent third-party experts in inclusive hospitality and has been completed by more than 142,000 Travel Proud partners all over the world.

*Research commissioned by Booking.com and independently conducted among a sample of 13,331 respondents across 19 Markets: 222 from Argentina, 1,041 from Australia, 1,021 from Brazil, 839 from Canada, 527 from Colombia, 1,031 from France, 1,035 from Germany, 1,010 from India, 1,044 from Italy, 521 from Japan, 525 from Mexico, 508 from Netherlands, 218 from New Zealand, 219 from Singapore, 1,088 from Spain, 216 from Taiwan, 208 from Thailand, 1,019 from UK, 1,039 from US. To participate respondents had to be 18 years old or older, must have taken a personal trip that included an overnight stay in the last 12 months, either be involved or the primary decision maker about booking and planning travel, and must be part of the LGTBQ+ community. The survey was carried out between February and March 2026.

Cappadocia, Turkey

Located in central Turkey, Cappadocia is known for its overworldly landscape of cone-shaped rock volcanic formations, otherwise known as “fairy chimneys”. The formations have been sculpted over millennia by volcanic activity and erosion and rise dramatically from a backdrop of stunning valleys and ridges. Many of the region’s homes, churches and hotels are carved directly into the formations, with historical underground cities such as Derinkuyu and Kaymaklı also must-sees. Dating back to around 8^th Century BC (about 2,700 years ago), the cities once provided long-term shelter to inhabitants during times of invasion. Travelers can explore the captivating subterranean networks or follow hiking trails through Göreme National Park, where they can wander through open-air museums of rock-cut monasteries and churches with some of the finest surviving frescoes or mural paintings from the Byzantine Empire. Sunrise hot air balloon rides are one of the most iconic ways to experience the captivating landscape, offering a panoramic view over the region’s unique geological formations. Horseback riding through the valleys and sampling local dishes such as testi kebab (a slow cooked meat stew prepared in a sealed pot) or gözleme (traditional Turkish flatbread filled with cheese, spinach or minced meat) allow visitors to connect even deeper with the area’s rich cultural heritage. 

Where to stay: Set in the hillside of Göreme, in the heart of Cappadocia and its “fairy chimneys”, Sultan Cave Suites reflects the region’s landscape through its carved stone interiors and sweeping views. Individually designed cave rooms feature traditional Turkish textiles and antique details, while panoramic rooftop terraces provide one of the most sought after spots to watch hot air balloons rise at sunrise. With its romantic, tranquil setting, the property is particularly well-suited to couples. 

Cusco, Peru

Set in southern Peru, the Cusco Region is known as the historic heart of the Inca Empire, the largest empire in pre-Columbian America in the 1500s, where Andean landscapes meet centuries of cultural heritage. While many travelers are drawn to the region’s renowned Macchu Picchu ruins, the lesser-known Choquequirao, dubbed Macchu Picchu’s ‘sister city’ is well worth a visit for any history or archaeology enthusiasts. Set high in the Andes, the multi-day trek to the site starting at Cachora winds through remote valleys and high mountain passes, offering sweeping views along the way of the Apurímac Canyon, considered the most distant source of the Amazon River. Surrounded by dramatic peaks and cloud forests, the site feels both vast and deeply secluded, with terraces cascading down steep mountainsides and ruins emerging gradually from the landscape. The site of Choquequirao itself is expansive, with agricultural terraces, ceremonial plazas, and intricate stonework that continue to be uncovered year after year. Unlike more frequented sites, time here feels unhurried, allowing visitors to explore at their own pace. Beyond the ruins, the surrounding region offers further opportunities for discovery, with other areas of Cusco including the Mountain of Colors and Humantay Lake worth visiting along the way. 

Where to stay: Located in the heart of Cusco’s historic centre, CASA CRISTOBAL offers spacious family rooms within a beautifully restored colonial-era house. Close to popular historical attractions including the Cathedral of Cusco and the Inka Museum, the charming accommodation has original wooden beam structural features, a peaceful sun terrace, outdoor dining area, and interiors that blend traditional Andean craftsmanship with contemporary design for a unique, local stay. 

Page, Arizona, USA

Page, a city in Coconino County, Arizona, serves as a gateway to some of the American Southwest’s most striking natural scenery, where vast desert landscapes unfold into towering red rock formations and winding canyons. The dramatic rust-red horseshoe shaped meander of the Colorado River, otherwise known as Horseshoe Bend, is one of America’s most magnificent natural beauties and geological formations. Just a short walk from the town, the landmark’s impressive sandstone cliffs curve dramatically around the Colorado River, providing a breathtaking view of the river’s captivating emerald green water below. Travelers can also explore nearby Lake Powell, where boating, kayaking, and paddleboarding offer a different perspective on the region’s vast waterways. Antelope Canyon, known for its narrow passageways and shifting light beams, was created by flash floods five to six million years ago. For explorers keen to experience more of the Southwest’s natural beauty, Page is an ideal base, with other iconic landmarks including Grand Canyon and Monument Valley just a short drive away. 

Where to stay: Just outside Page’s centre, Roam America Horseshoe Bend offers modern, cabin-style accommodation set against red rock desert landscapes. Each unit features a private patio and firepit, ideal for evenings outdoors, while a seasonal pool and on-site café allow for downtime between excursions. Located minutes from Horseshoe Bend and Antelope Canyon, it’s a convenient base for exploring the surrounding area.

Le Mont-Saint Michel, Normandy, France

Rising dramatically from the tidal flats of Normandy along the English Channel coast, Mont-Saint-Michel is one of Europe’s most captivating historical landmarks. This UNESCO World Heritage-listed island commune is crowned by a medieval abbey perched high on rocky foundations, with a spire visible for miles across the bay. Set within a vast coastal landscape shared by Normandy and Brittany, the island experiences some of the highest tides in continental Europe, transforming its coast from expansive sandbanks to open sea within hours. At different times of day, the island takes on a shifting character, from atmospheric morning mist to golden light at sunset. Ideal for exploring as part of a wider roadtrip, the surrounding Normandy region is easily navigated by car, with scenic coastal drives linking charming villages, historic towns and local markets. Or alternatively, travelers can also visit Mont-Saint Michel by bike from nearby villages. Along the route to reach this landmark, the region’s food scene provides plenty to discover, from freshly shucked oysters picked from the water to local cheeses, traditional crêpes and a chance to shop some of the area's famous cider and Calvados production. 

Where to stay: La Coque d'Or offers a comfortable apartment-style stay in the centre of Le Mont-Saint Michel, placing guests within easy reach of notable local cultural landmarks such as the Basilica of Sainte-Thérèse and Lisieux Cathedral. The apartment's relaxed, homely feel makes it a great stop for those exploring the wider Normandy region, while still within close view of the island’s shifting tides. 

Zhangjiajie, China

 Located in China’s Hunan Province, Zhangjiajie National Forest Park is defined by thousands of towering sandstone pillars that rise dramatically from dense forest, often veiled in drifting mist. Spanning more than 4,800 hectares (approximately 11,800 acres), the park forms part of the Wulingyuan Scenic Area, a UNESCO World Heritage Site known for its rare quartz-sandstone formations, a landscape so distinctive that it is thought to have inspired the floating mountains in a the sci-fi movie franchise featuring blue-skinned species. Visitors can explore the park via walking trails and cable cars, which open up elevated viewpoints across key areas such as Yuanjiajie and Tianzi Mountain. Nearby, travelers can experience Zhangjiajie Grand Canyon’s dramatic cliffs and the world’s longest and highest glass-bottomed bridge suspended above the valley floor. After a day of exploring, travelers can continue their journey into the evening with an excursion to Furong Old Town, where a waterfall-lit village comes alive after dark. Lantern-lined streets and traditional Tujia performances, filled with ethnic song and dance, offer a striking contrast to the stillness of the park.

Where to stay: Located near Zhangjiajie National Forest Park, Avatar Mountain Resort features an outdoor pool, on-site restaurant, and spacious rooms designed for comfort after a day of exploring. Natural textures and warm wood interiors create a calm atmosphere, while mountain-view rooms and large windows connect to the scenery beyond. With its proximity to the park, the hotel provides a well-positioned stay that balances convenience with a sense of quiet escape.

*Research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2026. The sample comprised  32,800 respondents across 34 markets surveyed in January 2026.   

**Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026.      

Rental cars will soon hit the open road en masse, with 1 in 4 (26%) planning to take a road trip, drawn to the spontaneity and flexibility (79%), and better cost (39%).

But the journey does not always run smoothly: confusing terms and conditions, unclear pick-up requirements and unwanted surprises have made car rentals a common source of friction for travelers.

With the help of AI, Booking.com is making the process easier, from discovery and booking to car reservation management and support.

Car Rentals with Booking.com app in ChatGPT
The Booking.com app in ChatGPT now lets travelers browse and find the perfect rental car.

The app lets ChatGPT users, globally, describe what they’re looking for (e.g. “an automatic SUV in Mallorca”), and receive relevant options to browse. When they’ve made their choice, they are seamlessly redirected to Booking.com to complete their reservation.

AI Car Rental Helper
Beyond search, Booking.com's latest innovations are designed to simplify every stage of the car rental experience from booking to trip management.

Data shows a high number of car rental bookings result in follow-up customer service calls. To simplify the process – and avoid surprises – Booking.com’s AI Car Rental Helper helps instantly answer common questions about their rental booking. Payment methods, pick up checklists, insurance information and more, the tool provides key information, 24/7, for a smooth and simple pick up and drop off. Early testing led to fewer customer support calls, reservation changes and disrupted pickups

From today, the AI Car Rental Helper is available to French, Spanish (including Catalan), German, Dutch and Italian-speaking customers globally, as well as English speakers in the UK, US, Australia, New Zealand and Singapore.

AI Car Rental Review Summaries
AI-generated review summaries on Booking.com make it easier for travelers to understand what to expect from a rental supplier to help inform their booking decision. Drawing on recent reviews from travelers, they highlight relevant themes (e.g. service, cleanliness, location, parking and amenities) without the need to endlessly browse through hundreds of individual entries.

These summaries provide a faster, more transparent way to compare options and make confident bookings. Currently available in English to travellers in the UK, US, Australia, New Zealand and Singapore, with more languages coming soon.

Smart Search
Smart Search introduces more specific filter options to car rental search, making it easier for travelers to quickly find vehicles that match their specific needs. Travelers can now filter by preferences such as number of seats, automatic transmission and unlimited mileage, reducing the time spent browsing through less relevant options and helping them make faster, more informed booking decisions. Now available in English globally.

“Car rentals remain an important part of many travel journeys.” said Eve Henrikson, SVP of Trips at Booking.com. “With these latest AI-powered features, we aim to make it even easier for customers to both search and book car rentals and ensure they have a seamless experience when they pick up their car - so they can hit the road faster this peak season.”

These latest innovations reflect how Booking.com’s AI tools are continuing to evolve to support travelers at the most relevant moments throughout their booking and travel journey.

*Travel Trends research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2026. The sample comprised 32,800 respondents across 34 markets surveyed in January 2026.

**Travel Predictions 2026 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 29,733 respondents across 33 countries and territories were polled (including 1,009 from Argentina, 1,005 from Australia, 500 from Austria, 1,013 from Belgium, 1,008 from Brazil, 1,018 from Canada, 1,009 from China, 1,005 from Colombia, 508 from Croatia, 501 from Denmark, 1,010 from France, 1,003 from Germany, 1,004 from Hong Kong, 1,007 from India, 509 from Ireland, 507 from Israel, 1,005 from Italy, 1,003 from Japan, 1,003 from Mexico, 1,019 from The Netherlands, 1,033 from New Zealand, 1,006 from Portugal, 500 from Singapore, 1,003 from South Korea, 1,009 from Spain, 511 from Sweden, 501 from Switzerland, 504 from Taiwan, 1,001 from Thailand, 501 from the UAE, 2,003 from the UK, 2,010 from the US and 505 from Vietnam). Respondents completed an online survey in July-August 2025.

Azores, Portugal 

Set in the vast expanse of the North Atlantic, a short flight west of mainland Portugal, the Azores is a chain of nine volcanic islands, offering an easygoing island adventure for every generation. Often referred to as the “Hawaii of Europe,” the islands are defined by volcanic terrain, green hills, mist‑covered grasslands and black sand beaches, surrounded by abundant marine life offshore. Inland, families can balance active days with slower moments, soaking in geothermal hot springs, followed by gentle walking trails across farmland and old lava flows. Jeep tours are a great way to explore the volcanic terrain and local natural wonders including Sete Cidades, famous for its twin lake formed in a volcanic crater. Travelers can spend days exploring lava tubes, swimming in natural rock pools, hiking to volcanic viewpoints, or simply watching clouds roll across crater lakes offering excitement for the whole family. The Azores offer a memorable family holiday, where shared adventures, striking landscapes and relaxed island living bring together travelers of all ages.

Where to stay: Located in the historic town of Ribeira Grande on São Miguel Island, the largest of Azores’ nine islands, Volcanic Charming House offers a relaxed, family‑friendly base that combines shared time with the option of privacy. Self‑contained apartments with kitchenettes and bright living spaces allow families to stay close while enjoying their own space, while an outdoor heated pool and terrace provide relaxed, open‑air settings to slow down and spend time together.

Bohinj,  Slovenia

Set deep within Slovenia’s Triglav National Park, Bohinj is a serene alpine valley centred around Lake Bohinj, Slovenia’s largest permanent natural lake. Framed by the dramatic peaks of the Julian Alps, the area is ideal for families, with easy lakeside strolls and fresh open meadows to calm, family‑friendly swimming spots. More adventurous days can be spent kayaking or paddle‑boarding on the water, or cycling along flat valley routes. For families ready to dial things up, rafting the nearby Sava River offers an energizing ride through lively rapids, adding speed and exhilaration to Bohinj’s outdoor mix. Beyond the lake, families can explore gentle hiking trails through alpine forests, visit waterfalls and traditional mountain farms. With activities spanning summer picnics and wildflower walks to winter sledging and skiing, Bohinj offers year‑round appeal for families.

Where to stay: Offering apartment stays for the whole family, Bohinj River House is set in Bohinjska Bistrica, a small town on the eastern edge of Triglav National Park. With natural wood interiors reflecting its former life as a leather‑working workshop, the house offers a relaxed, characterful stay. Ideal for families of all ages, on‑site parking makes day trips by car easy, while private kitchens, balconies and hot tubs offer a quieter way for family members to slow down and take in the surrounding scenery.

Tasmania,  Australia

Situated off Australia’s southern coast, Tasmania is an island state where temperate rainforest meets rugged coastline, shaped over time by ancient geological forces that have created mountain ridges, deep gorges and sweeping bays. Protected national parks and open spaces cover much of the island, making it great for outdoor adventure, whether walking, spotting wildlife or exploring the coastline. The Museum of Old and New Art (MONA) is a great stop for a cultural family-friendly day out, while in Cradle Mountain–Lake St Clair National Park, visitors will hear the distinctive loud and screeching call of the Tasmanian devil, a small marsupial found only in this region. Guided tours of the South West Coast Track combine steady walks with the chance to learn about local wildlife and their habitats, from spotting Tasmania’s unique birdlife to understanding the slow renewal of its forests. Travelers can embark on a wilderness cruise to nearby Bruny Island, offering close encounters with dolphins, seals, sea eagles, and migrating whales along the coast, making it an awe-inspiring experience for travelers of any age.

Where to stay: Located in Bellerive on Hobart’s eastern shore, Little Island Apartments provide open‑plan, villa‑style accommodation a short distance from Tasmania’s capital city. Designed to sleep families of up to eight, the property offers generous living and dining areas alongside a full kitchen, while a large private balcony provides a relaxed setting for families to unwind after days spent exploring Hobart and its surrounds. 

Bend,  Oregon,  USA 

The small city of Bend sits on a high desert plateau east of Oregon’s Cascade Range, a 700‑mile‑long (1,125 km) mountain belt central to the state. With the outdoors at the heart of everyday life, visitors can combine discovery with adventure by exploring Bend’s unique volcanic landscape on a scenic quad bike tour through black sand dunes, alpine lakes and lava fields. Offering something for all ages, the city can be explored at a pace that suits each traveler, from horseback tours to guided e-bike tours, or even easy self‑led wandering. At the High Desert Museum, visitors can experience Bend’s unique wildlife at close range, bringing the region’s natural history to life. During the summer months, travelers can float by raft or kayak surrounded by canyon walls and pine forests down calm stretches of the Deschutes River, a waterway that has shaped life in central Oregon for centuries. Back in town, Bend’s relaxed pace offers space to recharge, from easy-going coffee spots to riverfront viewpoints along the Deschutes. Bend gives families the freedom to set their own rhythm, blending outdoor adventure, hands-on learning and downtime in a place that feels open, welcoming and uncrowded.

Where to stay: Overlooking the Deschutes River, Riverhouse Lodge offers spacious, newly renovated guestrooms, including family-friendly options with multiple beds and balconies opening onto river views, alongside welcoming communal spaces for guests to relax and gather. Those staying can hire bikes on site to explore nearby cycling trails or enjoy relaxed riverside walks just steps from the door, while the sauna, steam room and riverside dining offer welcome downtime at day’s end.

Langkawi, Malaysia

As the largest island off Malaysia’s west coast, Langkawi forms part of a northern island cluster of 99 islands. Perfect for family exploration, the island is known for its natural diversity shaped by monsoon cycles and centuries of local seafood traditions. Langkawi’s varied terrain moves between dense rainforest, mangrove-lined waterways and soft sand beaches, offering travelers the chance to both explore and relax. Families can join guided boat safaris through UNESCO Global Geopark, exploring mangrove forests, limestone cliffs, and winding waterways. Langkawi’s forests and mangroves support rich wildlife, with herons, sea eagles, monkeys, and lizards often visible from a safe distance. A cable car ride to Gunung Mat Cincang, the second-highest mountain on Langkawi, reveals island views stretching toward the Strait of Malacca, one of the world’s most important historic trade routes, highlighting Langkawi’s long ties to the sea. Relaxed island hospitality underpins Langkawi, from Malaysian coastal cuisine rooted in traditional Malay seafood to restorative, palm-fringed beaches, with plenty to discover for travelers of all ages.

Where to stay: Designed as a private holiday home sleeping up to eight guests, Sari Village Jungle Retreat offers a spacious, family‑friendly base in the quieter southern part of the island. Surrounded by lush jungle, the property features generous living spaces, a fully equipped kitchen, sun terrace and its own pool, making it easy for families to settle in and spend time together. Monkeys and native wildlife can often be spotted nearby, while sweeping sea views enhance the property’s laid‑back, off‑the‑grid feel.

*Research was commissioned by Booking.com and independently conducted among a sample of adults who had taken a leisure trip in the last 12 months with an overnight stay and plan to travel in 2026. The sample comprised  32,800 respondents across 34 markets surveyed in January 2026.        

Introducing the Ultimate Route 66 Road Trip: Hollywood Style. Hit the open road in an iconic movie-inspired classic car, explore part of the original Route 66 from Albuquerque to Santa Fe, and keep the adventures going with $10,000 in Booking.com Wallet Credits to cover your entire trip. 

Travelers can choose their own movie-inspired ride from a top-down, best-friends-forever 1966 Ford Thunderbird, a sunshine-yellow, family-road-trip 1960s VW Bus, or a time-traveling DeLorean, available exclusively to Booking.com customers. With more than 8.6 million places to stay and car rentals in over 45,000 locations across 144 countries, as well as attractions and flights, Booking.com seamlessly connects your journey from start to finish.

How to Book 

The Ultimate Route 66 Road Trip: Hollywood Style cars will open up on a first-come, first-served basis on May 20, 2026 at 12:00 PM ET. The trip will take place from June 25 - 28, 2026 and is priced at just $1.00 – a nod to the highway's 100th birthday. A single dollar secures a three-night stay for two across Albuquerque and Santa Fe, NM, which is part of the original Route 66, $10,000 in Booking.com Wallet Credits, and a professional glam session and photoshoot with the car. 

Three Cars. Three Vibes. One Legendary Highway. 

Travelers can choose from three cars provided by Booking.com car rental partner DriveShare with curated itineraries for each. Booking.com's 2026 research reveals that 57 percent of road-trippers say scenic stops along the way are the draw and these itineraries are built around that appeal: 

• Two Women & a '66 Thunderbird (1966 Ford Thunderbird): A freedom-forward escape centered on female friendship. The experience starts with an overnight stay at Sunset Motel Moriarty, a vintage neon-lit Route 66 classic, where you’ll pick up your car and cruise Albuquerque's bohemian Nob Hill district with the top down, then refuel at Sugar Nymphs Bistro before heading to 66 Diner for milkshakes and intimate conversations. In Santa Fe, dine at The Shed—a 1953 adobe landmark—before returning via the artist villages of Madrid on the Turquoise Trail for a final night at The Monterey Motel. True freedom is best shared.

Book the '66 Thunderbird Experience. 

• Big Dreams, Small Yellow Van (1960s VW Bus): A heart-forward adventure that trades polish for personality. The experience begins with a stay at Casas de Suenos Old Town Historic Inn, then you can cruise in your van before embracing the eclectic energy of the ABQ Trolley Co. City Tour or take the Ghost Tour of Old Town. Order waffles à la mode at 66 Diner. Stop at the whimsical Tinkertown Museum on the Turquoise Trail, check into Pueblo Bonito Inn in Santa Fe, and dine at Café Pasqual's. The van brings you together, but the road changes you.

Book the '60s VW Bus Experience.

• Stainless Steel, Neon Horizons (1981 DeLorean): A retro-futurist cruise down Route 66. Check into ARRIVE Albuquerque and have breakfast at Duran Central Pharmacy’s vintage counter. Capture professional photos in your Delorean against neon signs along Central Avenue, then grab a milkshake at 66 Diner. In Santa Fe, have dinner at The Shed (1953 adobe, operating since 1692). Close out at El Vado Motel—sleek car, vintage motel, retro-futurist dream fully realized.

Book the '81 DeLorean Experience.

"The Route 66 Centennial is the ultimate time to take a bucket-list road trip across the U.S., and we’ve made it easier than ever to do," said Ian Ackland, Managing Director, Americas at Booking.com. "This experience captures everything that makes U.S. road trips so special – the history, the freedom, the small-town charm – wrapped in a little Hollywood magic. By seamlessly connecting iconic car rentals with our vast network of local stays and attractions, we’re helping travelers take the road trip of a lifetime while supporting the small businesses and partners that are the heartbeat of this historic highway.”

When you’re chasing the open road, Booking.com is here to help turn your dreams into reality. Visit Booking.com to start planning your Route 66 adventure and make the drive even more rewarding by using the Booking.com Genius Rewards Visa Signature® Card. You'll unlock instant Genius Level 3 status for discounts and room upgrades, plus earn substantial Wallet Credits on every mile to help fund your next great American road trip.

Press Contact

For media inquiries, please contact Booking.com’s US Press Office: booking.com@allisonworldwide.com

About Booking.com

Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com’s mission is to make it easier for everyone to experience the world. By investing in the technology that helps take the friction out of travel, Booking.com’s marketplace seamlessly connects millions of travelers with memorable experiences every day. For more information, follow @bookingcom on social media or visit globalnews.booking.com.

Booking.com Research Methodology:

Research was commissioned by Booking.com and independently conducted among a sample of adults who took a leisure trip(s) in the last 12 months with an overnight stay and plan to travel in 2026.

The sample comprised 32,800 respondents across 34 countries surveyed in January 2026:

USA N=2,000, Canada N=800, Spain N=800, Italy N=800, France N=1800, UK N=1800, Germany N=1800, Netherlands N=800, Denmark N=500, Sweden N=500, Croatia N=500, Switzerland N=500, Belgium N=800, Ireland N=500, Austria N=500, Portugal N=800, Mexico N=1,800, Colombia N=800, Brazil N=1,800, Argentina N=800, India N=1,800, China N=800, Hong Kong N=500, Thailand N=800, Singapore N=800, Taiwan N=500, Vietnam N=800, South Korea N=800, Japan N=1,800, UAE N=500, Saudi Arabia= 500, Australia N=1,800, New Zealand N=500. 

Knoxville,  Tennessee,  United States

Each spring, visitors head to Knoxville in eastern Tennessee, the perfect nearby base for trips into the Great Smoky Mountains to witness one of nature’s most enchanting displays: the Firefly Synchronization. Visible for just eight nights each year, this rare phenomenon sees thousands of fireflies glow in perfect unison, making it all the more special for those lucky enough to experience it. As the glow of the fireflies dissipates and morning arrives, guests can embark on a Jeep tour to discover the natural beauty of the mountain habitat or may opt for aerial views on a helicopter adventure. Returning to Knoxville, those wanting to enjoy more of the bustling and bold city energy infused with southern comfort and country music are encouraged to explore downtown, visiting independently run coffee and artisanal ice cream shops, while chatting to the locals that capture the city’s Southern charm.

Where to stay: Nestled in the heart of downtown Knoxville, The Oliver Hotel Knoxville dates back to 1876. With just 28 boutique rooms, it strikes a perfect balance between luxury and intimate charm. Heritage‑led interiors are brought to life through statement lighting, striking upholstery, custom furnishings and curated artwork. A hidden speakeasy bar adds a distinctive touch making it a refined & cultured base for travelers keen to explore the best of this vibrant mountain town.

Maasai Mara,  Kenya

Set in south-west Kenya, the Masai Mara National Reserve is one of Africa’s most iconic safari destinations, known for its vast savannahs, rolling hills and wildlife-rich plains. From July to October the landscape becomes the stage for one of the natural world’s most extraordinary spectacles: the Great Migration. During these months, millions of wildebeest, zebras and gazelles move across the Mara in search of fresh grazing, with stealthy predators such as lions, leopards and cheetahs never far behind. It’s a dramatic, awe-inspiring display of survival in the wild. Brimming with life year-round, the Masai Mara offers travelers an unforgettable window into the natural world, whether on a private guided safari tour or drifting above the plains on a balloon safari. Beyond the dramatic migration months, the reserve’s open savannahs and rich biodiversity inspire a deep sense of awe, bringing travelers closer to the untamed world. 

Where to stay:  Mara Serena Safari Lodge offers unforgettable views across the savannah. Inspired by the circular design of a traditional Maasai manyatta (a traditional Maasai homestead), the lodge blends authentic East African architecture with warm tones and handcrafted details. Perched high above the plains, the property balances seclusion with a unique front‑row access to the Masai Mara’s wild energy, with wildlife sightings often visible from guest rooms - making it an ideal retreat for travelers seeking an immersive stay.

Lofoten Islands,  Norway

Rising sharply from the Norwegian Sea, the Lofoten Islands are one of Europe’s most remarkable marine wildlife destinations, where jagged mountain peaks, sheltered fjords and crystal‑clear waters form a dramatic natural landscape. Each winter, as herring migrate into the surrounding fjords, killer whales, humpback whales and fin whales follow, transforming the region into the stage for a rare seasonal whale migration. This powerful spectacle offers travelers the chance to watch these ocean giants surface against snow‑dusted mountains. Beyond the wildlife, the remote chain of islands reveals moments of quiet stillness, with traditional fishing villages lining the shore beneath vast northern skies. Visitors can experience the migration on  silent boat tours that glide through the fjords. With nearly two‑thirds (62%**) of travelers keen to embark on trips to dark‑sky destinations, those looking to explore further can set out on a Northern Lights adventure, where vivid curtains of color often illuminate the night sky.

Where to stay: Situated on its own private island, Anker Brygge comprises 27 cozy traditional, wood-paneled Norwegian fishermen’s cabins, known in the local language as ‘rorbuer’. Its waterfront location and cozy restaurant serving traditional North Norwegian dishes make it the perfect base for family fjord excursions and whale-watching tours. 

Phetchaburi,  Thailand

Phetchaburi, a lesser‑explored province south‑west of Bangkok, is home to one of Thailand’s most important wildlife corridors where Asian elephants roam freely across protected habitats and forest reserves. Throughout the year, these gentle giants can be seen moving between feeding grounds, rivers, and forested lowlands, offering rare and meaningful encounters in their natural environment. These endangered species, protected through dedicated conservation efforts, offer a rare gift: the chance to witness massive herds moving majestically across vast landscapes, a breathtaking encounter that few experience in a lifetime. Travelers can explore the rich local landscape of dense forests and rolling hills on guided wildlife tours led by local experts, learning about elephant behavior and conservation. Travelers looking for a more exhilarating experience can take to the skies in a thrilling  tandem paragliding adventure above the forest canopies.

Where to stay: The luxury property Veranda Resort & Villas Hua Hin Cha Am pairs beachfront serenity and sunrise ocean views with easy access to nearby elephant habitats just a short drive away, allowing guests to blend national park adventures with laid‑back beach living. At the property, guests can immerse themselves in Thailand’s rich cuisine through interactive cooking classes or reconnect with nature through yoga practiced to the rhythm of the waves. 

La Paz,  Mexico

Set along the glittering waters of Baja California Sur, a coastal region in western Mexico, La Paz offers a front‑row seat to one of the ocean’s most exhilarating wildlife spectacles. From October to December, vast schools of sardines surge through the Sea of Cortez, shimmering in tightly packed formations as they migrate along the coastline. This movement triggers an underwater frenzy, as dolphins, sea lions, marlin, seabirds, and whales converge in pursuit, creating the phenomenon known as the Sardine Run. Travelers can witness this extraordinary display beneath the water’s surface, where swirling silver bait balls twist and pulse through the water in a dramatic dance of survival. Visitors can embark on guided boat expeditions and snorkeling experiences, offering a rare chance to observe the raw energy and interconnectedness of marine life in one of the most biodiverse seas on the planet. Travelers can learn more about La Paz’s diverse marine life up close on a whale shark snorkeling adventure led by a marine biologist who shares expert knowledge about the remarkable creatures, or explore the coastline on a guided horseback ride along the beach, taking in sweeping ocean views at a slower pace.

Where to stay: Located where the desert meets the Sea of Cortez,  Hotel Indigo La Paz Puerta Cortés is a romantic waterfront retreat overlooking the bay, ideal for couples seeking relaxed luxury and ocean views. Light‑filled rooms feature floor‑to‑ceiling glass doors opening onto expansive seascapes. An ideal base during the Sardine Run season, guests can unwind on the hotel’s private beach or in the spa between days on the water.

*Travel Predictions 2026 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 29,733 respondents across 33 countries and territories were polled (including 1,009 from Argentina, 1,005 from Australia, 500 from Austria, 1,013 from Belgium, 1,008 from Brazil, 1,018 from Canada, 1,009 from China, 1,005 from Colombia, 508 from Croatia, 501 from Denmark, 1,010 from France, 1,003 from Germany, 1,004 from Hong Kong, 1,007 from India, 509 from Ireland, 507 from Israel, 1,005 from Italy, 1,003 from Japan, 1,003 from Mexico, 1,019 from The Netherlands, 1,033 from New Zealand, 1,006 from Portugal, 500 from Singapore, 1,003 from South Korea, 1,009 from Spain, 511 from Sweden, 501 from Switzerland, 504 from Taiwan, 1,001 from Thailand, 501 from the UAE, 2,003 from the UK, 2,010 from the US and 505 from Vietnam). Respondents completed an online survey in July-August 2025.

** Travel Predictions 2025 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 27,713 respondents across 33 countries and territories were polled (including 1,016 from Argentina, 1,002 from Australia, 502 from Austria, 1,003 from Belgium, 1002 from Brazil, 1,006 from Canada, 1,007 from China, 1,005 from Colombia, 501 from Croatia, 501 from Denmark, 1,011 from France, 1,009 from Germany, 1,004 from Hong Kong, 1,002 from India, 506 from Ireland, 501 from Israel, 1,014 from Italy, 1008 from Japan, 1,013 from Mexico, 1011 from The Netherlands, 1003 from New Zealand, 504 from Portugal, 508 from Singapore, 1004 from South Korea, 1,008 from Spain, 509 from Sweden, 500 from Switzerland, 507 from Taiwan, 1,009 from Thailand, 503 from the UAE, 1,012 from the UK, 1,006 from the US and 1,016 from Vietnam). Respondents completed an online survey in July-August 2024.

The concern is not without merit: 1 in 4 (26%) of travelers have already experienced extreme weather or a natural disaster when traveling in the past 12 months. More than half (55%) say these risks are stressful when planning a trip, with the same number (55%) saying unpredictable weather makes it hard to know when to travel. As a result, data suggests a demand trend beyond traditional peak months and popular destinations.

Shifting Demand Beyond Peak Season

While peak travel season has traditionally been concentrated in the months of June to August, data is showing a shift for travelers, with 42% planning to travel out of peak season and 25% seeking cooler destinations. This is supported by the over half (55%) that deemed some destinations too hot to visit during their preferred time, pointing to a larger trend towards travel that offers increased climate reliability and comfort.

Signs of this behavior are visible today: Booking.com accommodation search data shows an increase of global searches to Slovenia (+29%), Norway (+33%) and Finland (+27%) during the peak travel months in 2025, compared to the year prior. Research from the European Travel Commission shows September emerging as a major travel month, with 22% of Europeans planning trips in 2025 (vs. 25% in July and August). These options would also appeal to the travelers more likely to go to a less popular destination to avoid large crowds (68%), and avoid destinations known for extreme weather (68%).

Adapting to Capture Changing Demand

The impact of climate-related travel disruptions has already been felt by accommodation partners, 40% have already adjusted operations due to climate risks, with nearly 1 in 4 (24%) experiencing disruption in guest arrival / departure due to extreme weather, and 23% witnessing guest discomfort directly leading to negative reviews.

This creates an opportunity to proactively address climate-related concerns (e.g. extreme heat) to protect the guest experience and boost confidence during the booking process. For those partners in ‘cooler’ destinations, this presents an opportunity to capture demand by positioning their properties as more comfortable, reliable alternatives. Beyond more stable climates, travelers may also be attracted to fewer crowds and better value for money.

"Holidays are a big emotional and financial investment for most of us; and thinking about where and when to go to minimize the chance of disruption or discomfort is a key part of that decision making process for travelers,” said Matthias Schmid, SVP of Accommodations at Booking.com. “Accommodation providers who can proactively address some of the risks and worries of travelers have an opportunity to build the trust of guests and maintain the best possible experience for customers".

For even more insights into the trends driving travel this year, visit Booking.com’s Travel & Sustainability Report 2026.

Sources:

• Booking.com 2026 Travel & Sustainability Report
• Booking.com accommodation search data; searches for Slovenia, Norway, and Finland, June-August 2025 compared with June-August 2024.
• ETC: Europeans eager to travel with growing interest in quieter places

Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026.

Partner Survey commissioned by Booking.com of 3,715 Partners in Australia, Austria, Brazil, China, Croatia, France, Germany, Greece, India, Indonesia, Italy, Japan, Mexico, Portugal, Spain, Thailand, UK, US between 3-16 February 2026.

To explore these questions, for the second-year running, the report also asked respondents about their experiences of tourism where they live. The survey of 32,500 respondents across 35 countries revealed that globally 60% say tourism has an overall positive impact on where they live. The top benefits stated are: economic growth (59%), job creation (46%), and greater entertainment and leisure options (41%) – all making a tangible difference to local life and livelihoods. The biggest downsides are traffic congestion (40%), increased littering and waste (37%), and the rising cost of living and overcrowding (both 31%).

To mark the release of the report, Booking.com shares six ways to travel more sustainably informed by how people around the world experience tourism where they live:

1.   Go beyond headline destinations

Overcrowding in tourism hot-spots can put pressure on local infrastructure and disrupt daily life for residents. With 29% of people saying they’d like their local area to promote nearby towns and attractions to travelers, and 43% of travelers wanting to avoid overcrowded tourist destinations or attractions, venturing ‘beyond the guidebook’ can benefit residents and travelers alike. While some sights will always be unmissable, the most memorable travel moments often happen in the least expected places, often when exploring quieter neighborhoods or outside of capital cities. Paris is, with reason, one of the most popular tourist destinations in the world, but smaller French cities like Bordeaux, with architecture to rival the City of Light, or Lyon, the gastronomic capital of France, can offer similar experiences with fewer crowds while also being lighter on the wallet. Or consider swapping the high-octane buzz of Thonglor, for the hip but laid-back neighborhood of Ari when exploring a capital city like Bangkok. The result is a win-win: travelers get more authentic experiences outside of the busiest spots, while smaller cities and residential communities benefit from new visitors and pressure is eased on more crowded areas.

2.   Travel outside peak seasons

There’s a reason shoulder-season travel is a favorite among frequent travelers: streets are less busy and popular spots can be explored at a slower pace. With overcrowding a challenge in many popular destinations, 25% of locals would like to see where they live promote alternative times to visit. While 42% of travelers are looking to go abroad outside peak season, even shifting a trip by a few weeks can reduce pressure on local communities during the busiest periods. Why not visit Australia’s sandy beaches during their winter (Jun-Aug)? Noosa, situated at the northern tip of Queensland’s Sunshine Coast is particularly delightful at this time of year and great for hiking and whale-watching when there are fewer visitors compared to the peak of summer, or explore the Amalfi Coast in Italy during October-November when it’s quieter and the weather is milder but the scenery just as beautiful as in the summer months. Families, more restricted to traveling during school vacations, could arrange a trip to destinations popular with nationalities that have different school term dates for a more relaxing and often less expensive time away. These simple switches can help local towns manage visitor flows more evenly throughout the year.

3.   Get around like a local

With 41% of people saying they would like to see where they live offer improved public transport to make tourism more sustainable, how travelers move through a destination can have a real impact. For the 46% of travelers planning to use more sustainable modes of transport while away, the options are endless – from cycling and walking to catching public transport. Walking to neighborhood cafés, catching a tram or taking a bike ride along a waterfront often means seeing more of a place than jumping between landmarks in a taxi or car. Of course, hailing down a Black Cab in London or a Yellow Taxi in NYC are experiences to enjoy as a visitor, but the Underground or Subway are often the fastest and cheapest ways to get around as a visitor and just as iconic. The wealth of travel and map apps also makes it easier than ever to move around on foot to explore walkable cities such as Singapore, Osaka, Vancouver and Seattle, and really get under the skin of a destination, all the while reducing traffic and emissions.

4.       Spend where it stays

Where travelers choose to eat, shop and book attractions is one of the most direct ways to support local communities. With 29% of people calling for more support of local artisans/businesses, and the rising cost of living now a global reality, skipping the familiar chain restaurant in favor of a family-run spot can help ensure money spent on trips stays in local economies. With 45% of people saying they plan to shop at more local, independent stores while away, picking up gifts from markets rather than an airport-style souvenir shop and spending locally can mean bringing home more authentic souvenirs and supporting local businesses and craftspeople at the same time. 

5.       Conserve local environments

Natural beauty often draws travelers to a destination in the first place, so protecting it should be a part of the experience. With 37% of people saying increased littering from tourism is a challenge in their local area, it’s good news that 52% of travelers want to reduce general waste while traveling such as through recycling and avoiding single-use items. Here, small, everyday choices such as carrying a reusable bottle or tote and making sure you’ve left no trace can make a big difference. Reducing the impact of visitors on fragile ecosystems is also important; stick to marked paths rather than stepping into sensitive habitats for a better photo, and be careful not to damage plant or marine life. When planning a wildlife focused trip, instead of going straight for the busiest hotspots, such as the Galápagos, Masai Mara or Serengeti, why not look to more secluded and just as captivating alternatives such as Ecuador’s Pacific Coast, or less visited parks such as Samburu in Kenya, and Nyerere in Tanzania. These behaviors and swaps can help preserve the natural beauty of destinations and preserve the ecosystems local communities rely on to thrive.

6.       Engage with local cultures and communities

Small efforts to understand local customs can change not only travelers’ experiences but how respected locals feel. With 28% of residents wanting tourists to better understand local laws and customs, and 30% calling for more conservation funding, it’s important to be mindful of cultural norms and what local people value and want protected. Before traveling, read up on local etiquette, dress codes, religious customs and any site-specific rules, especially around sacred spaces, historic landmarks or protected natural areas. Even small gestures like knowing when photography is inappropriate or learning a few words in the local language can signal respect. These choices often lead to warmer, better interactions from locals, reduced cultural friction, and help protect the traditions at the heart of residents’ unique identities.

These six steps are simple actions everyone can take. By making more thoughtful, considered choices, visitors can reduce their impact on the planet and local communities while ensuring destinations can continue to be enjoyed by future generations of residents and visitors alike.

Although less than half (47%) of the Boomer survey respondents (61+), say they want to travel more sustainably in the coming 12 months, compared to 60% of Gen Xers (45-60), 71% of Millennials (29-44) and 75% of Gen Z (18-28), research shows that perhaps their actions speak louder than words. Because when it comes to the practical steps travelers are taking to be more sustainable, it seems older generations are more action oriented than younger ones:

• Of those who intend to travel more sustainably over the next year, two thirds of Boomers (67%) say they will reduce general waste when travelling compared to 56% of Gen X, 52% of Millennials and less than half of Gen Z (48%).
• 60% of Boomers intend to reduce energy consumption (such as turning off air conditioning and lights in their room when they aren’t there), compared to 51% of Gen X, 46% of Millennials and 42% of Gen Z.
• 59% of Boomers say they will shop more at local, independent stores on their trips compared to 50% of Gen X, 44% of Millennials, and 42% of Gen Z.
• And perhaps, unsurprisingly, older generations were much more likely to report plans to travel outside of peak season: Boomers (63%), Gen X (48%), Millennials (41%) and Gen Z (36%).

That said, there are some areas where younger generations lead on more sustainable behaviors, particularly when it comes to learning about local cultures, indigenous communities or the conservation of wildlife:

• Nearly a third of Gen Z (31%) and Millennials (29%) had participated in a tour or activity where they learned about or interacted with local indigenous people or cultures, compared to 23% of Gen X and 18% of Boomers in the last twelve months.
• And almost a quarter of Gen Z (24%) and Millennials (23%) had participated in a tour or activity that contributed to the health or conservation of the local ecosystem or wildlife, compared to 16% of Gen X and 9% of Boomers. 

Extreme Weather: A Concern for All Ages

While generations may differ on what they say versus what they do, extreme weather is actively reshaping travel choices and timings, becoming a significant consideration for all age groups. Nearly three quarters of all survey respondents said they consider extreme weather risk when choosing both destination (74%) and timing (74%). Globally 68% say they actively avoid destinations known for extreme weather, 55% find extreme weather stressful when booking a trip and 55% feel unpredictable weather makes it hard to know when to travel. 

Strikingly, almost a third of travelers globally (31%) reported having canceled or changed trip plans in the past twelve months due to extreme weather or natural disasters (e.g. high temperatures, storms, wildfires, floods, etc.). More than half of all those surveyed (55%) said that certain destinations had become too hot to travel to when they wanted to visit them, and that they had removed destinations from their travel wish list due to news of extreme weather or natural disasters (52%). Similarly, in a survey of 3,715 hotel and accommodation providers across 18 countries by Booking.com*, 24% said they had also experienced operational disruptions due to extreme weather in 2025, and 40% of them had adjusted their operations in response to existing or potential climate-related risks such as heatwaves or storms.

Broader Understanding of More Sustainable Ways to Travel

The efforts properties are making to operate more sustainably is, in fact, of equal importance across all ages: with over a third of each age group saying they plan to stay at an accommodation which has a sustainability certification in the next twelve months: Boomers (35%), Gen X (35%), Millennials (36%) and Gen Z (35%). And it’s not just intent, recently released data shows that travelers booked 100 million room nights at properties with a third party sustainability certification in 2025 on Booking.com.***

Alongside staying at properties that have a sustainability certification, and well-known behaviors like reducing waste, energy consumption and avoiding harm to wildlife, making conscious decisions about the timing and destination of trips are part of a broader understanding of how people plan to travel more sustainably in 2026.

Globally 43% of all travelers say they plan to avoid overcrowded tourist destinations (up 11% YoY), 42% plan to travel outside of peak season, and 25% will seek out destinations with cooler temperatures. Of those choosing quieter destinations, 44% state a desire to avoid contributing to overtourism, and 37% of those travelling outside of peak season want to reduce pressure on destinations, in line with a growing understanding of the impact of travel on communities as well as the environment.

“This year’s Travel & Sustainability Report shows that while generations may have different understandings of what constitutes more sustainable travel, adapting to extreme weather and actively avoiding crowds are now norms at all ages” Says Danielle D’Silva, Director of Sustainability, Booking.com. “We are encouraged by the broad range of ways travelers are already traveling more sustainably, and how they plan to continue. Whether that’s the 100 million room nights travelers booked with accommodation partners displaying a third-party sustainability certification on our platforms in 2025, using public transport or hiring an electric vehicle to get around on their trips, or indeed, choosing cooler and quieter destinations altogether. As a global leader in travel, we want to make it easier for both travelers and partners to continue to make these more sustainable choices so that everyone can continue to enjoy the benefits that travel brings, and that destinations can continue to be enjoyed by visitors and residents alike.”

Research commissioned by Booking.com and independently conducted among a sample of 32,500 respondents across 35 countries and territories (1,000 from USA, 1,000 from Canada, 1,000 from Mexico, 1,000 from Colombia, 1,000 from Brazil, 1,000 from Argentina, 1,000 from Australia, 500 from New Zealand, 1,000 from India, 1,000 from China, 1,000 from Hong Kong, 1,000 from Thailand, 1,000 from Singapore, 1,000 from Taiwan, 1,000 from Vietnam, 1,000 from Indonesia, 1,000 from Philippines, 1,000 from South Korea, 1,000 from Japan, 1,000 from Spain, 1,000 from Italy, 1,000 from France, 500 from Switzerland, 1,000 from the UK, 1,000 from Ireland, 1,000 from Germany, 1,000 from the Netherlands, 1,000 from Belgium, 1,000 from Denmark, 1,000 from Sweden, 1,000 from Croatia, 500 from Greece, 500 from UAE, 1,000 from South Africa and 500 from Kenya). To participate, respondents had to be 18+ years, have traveled at least once in the past 12 months, must be planning to travel in 2026, and be either the primary decision maker or involved in the decision making of their travel. The survey was taken online and took place in January 2026. The age ranges for each generation were defined as: Gen Z 18-28, Millennials 29-44, Gen X 45-60, and Boomers 61+.

**Partner Survey commissioned by Booking.com of 3,715 Partners in Australia, Austria, Brazil, China, Croatia, France, Germany, Greece, India, Indonesia, Italy, Japan, Mexico, Portugal, Spain, Thailand, UK, US between 3-16 February 2026.

***2025 Booking Holdings Sustainability Report to be published on 04/21/26

Porto, Portugal

Renowned for its port wine, beautifully colored tinned seafood and richly layered heritage, Porto is a historic maritime city in northern Portugal where centuries of seafaring culture continue to shape local culinary traditions. Set along the banks of the Douro River where it meets the Atlantic Ocean, the city’s signature tinned seafood is deeply rooted in Portugal’s fishing history. A hub for canning factories in the 1900s, Porto once produced tens of thousands of tonnes of canned fish annually. Beyond Porto’s much-loved seafood tins, travelers won’t want to miss the UNESCO-listed “hillsides of Ribeira” waterfront district, with its steep, narrow cobblestone streets lined with colorful stacked houses, baroque churches and lively cafés overlooking the river. In the evenings, the city’s cultural spirit comes alive through traditional Fado performances, where travelers can experience intimate live music in atmospheric venues, accompanied by local wine and food.

Where to stay: After a day of exploring (and eating), Acta The Avenue in the heart of Porto is an ideal stay for couples, families and groups. With spacious rooms, central location, and a restaurant, guests can also take advantage of the hotel’s stunning terrace to watch the sun set over Porto’s steep, terraced landscape.

Istanbul, Turkey

Istanbul, widely regarded as Turkey’s economic, cultural and historical heart, is known the world over for its vibrant culinary offerings of tasty grilled meats, enticing street food, and signature Baklava and Turkish Delight. A sensory wonderland, Istanbul’s Spice Bazaar, or ‘Mısır Çarşısı’, lies at the city’s historical and culinary heart. Built in 1660 and famed for its vibrant stacks of spices, fragrant aromas, and tempting sweets, the market draws travelers into rows of dried fruits, nuts, teas, and beautifully crafted ceramics. Rather than committing to full purchases straight away, visitors can wander from stall to stall, sampling produce as they go, tasting dried meats, sweet treats, and even up to 200 varieties of cheese before deciding what to buy. Top traveler tip? Brush up on haggling skills, as prices for the uninitiated can be steep! After a day of taste sensations, hop on a breathtaking boat tour down the Bosphorus Strait, a historic waterway straddling the city that flows between Europe and Asia, or visit the Hagia Sophia Grand Mosque, a UNESCO-listed site over 1,500 years old to round out the day. 

Where to stay: With sensational city views, Walton Gardens Pera is the perfect stay for families looking for that extra bit of comfort, with stunning luxury apartments that blend modern design with homely touches. Parents can enjoy a long soak in the jacuzzi or wind down in the outdoor seating area while children play in the hotel’s gardens.

Pasadena, California

A lush and walkable city in the heart of Southern California, Pasadena has a thriving culinary scene. Old Pasadena, one of the city’s most eclectic historic districts, is a must-visit foodie haven. Home to over 650 restaurants, from upscale steakhouses to picturesque brunch, coffee spots, and Michelin-starred restaurants. Visitors will also want to swing by the original Trader Joe’s on Arroyo Parkway, the well-known American grocery store chain, where they can ‘bag’ themselves an infamous tote bag. The chic shopping accessory is the perfect foodie souvenir to take home and cherish. In store, travelers will want to pick up Trader Joe’s customer favorites such as its steamed pork and ginger soup dumplings, chili and lime flavored corn tortilla chips and, of course, its iconic ‘everything but the bagel’ seasoning, which pairs well with just about every savory food. To walk off the day’s feasting, visitors can wander through Pasadena’s beautifully preserved 19th- and 20th-century streets lined with elegant historic architecture and tree-lined cobbled pavements.

Where to stay: Located in the heart of the city, Pasadena Hotel and Pool is an ideal stay for couples. A picture of true beauty, guests can lounge in the outdoor pool surrounded by the shade of palm trees, or enjoy a luxurious soak in one of the many hot tubs. A short drive from the National Historic Landmark Rose Bowl Stadium, it also makes a great base for those hoping to catch a football game during their stay.

Oaxaca City, Mexico

Oaxaca (pronounced Wahaca) is a feast for the senses, where food tasting and immersive culinary experiences take center stage. Known for its deep indigenous heritage and bold, complex flavors, the region’s famed mole, made from a rich blend of spices, herbs, and chocolate, is a must-try, served across a variety of traditional dishes. At Mercado 20 Noviembre, visitors can graze their way through authentic Oaxacan cuisine, sampling everything from chapulines (grasshoppers) to freshly grilled meats in the lively ‘Hall of Meat,’ all best paired with a crisp cerveza. Beyond the tasting, the market is a treasure trove of foodie souvenirs, from artisanal chocolate and spices to local ingredients that capture the essence of Oaxaca’s culinary traditions. After indulging, travelers can explore the city further on a guided street art walking tour. As the heartland of mezcal, Mexico’s iconic agave spirit crafted from roasted agave hearts, Oaxaca also offers the chance to visit artisanal distilleries, where visitors can sample dozens of varieties before selecting a few bottles to take home and share.

Where to stay: A stylish, adults‑only guesthouse boasting a picture of serenity, Casa 821 creates a relaxed, intimate base within easy walking distance of the city’s cultural highlights. Just a 12-minute walk away is Memelas San Augustin, a street food stall popular with locals for breakfast and lunch, serving snack-sized Memelas (traditional Mexican street food made from thick, hand-pressed corn patties) topped with freshly pulled cheese and black beans.

Tainan, Taiwan

Renowned for its agricultural bounty, ultra-fresh seafood, and deeply rooted food culture, Tainan is widely considered Taiwan’s culinary capital. Travelers can eat their way through the city’s streets and markets, sampling iconic local specialties like Danzai noodles, served in a rich, umami-packed broth with minced meat, and crispy shrimp rolls, alongside indulgent bites like pork lard rice. During the annual Yanshui Beehive Fireworks Festival, held on the 15th day of the first lunar month, these beloved street foods take center stage, with visitors gathering to snack, graze, and celebrate one of Taiwan’s most vibrant religious events. Food experiences continue beyond the streets and into centuries-old traditions. In the heart of the city, Taiwan’s oldest tea shop, now run by its sixth-generation family, offers an invitation to slow down and savor. Visitors can explore the depth and diversity of Oolong tea, from light, floral notes to rich, roasted flavors, with hundreds of varieties to taste and take home, alongside beautifully crafted tea sets. Seafood lovers can head to the historic Anping area, where the scent of the sea leads to freshly shucked oysters and golden-fried shrimp rolls at the bustling market. After indulging, a visit to nearby Anping Fort offers the perfect contrast: history, heritage, and sweeping views across Tainan to round off a truly food-filled journey.

Where to stay: Cao Ji Book Inn Hostel blends comfort with character, with cozy bunk pods, book-lined spaces and a relaxed social atmosphere. Its rooftop terrace is the perfect spot to unwind with local tea at the end of the day. Just a five-minute walk into the city centre, travelers can visit Wagyu Shabu Tainan Zhonghua West Branch, a popular hotpot restaurant where diners cook their own meats and vegetables in richly flavored broths.

*Travel Predictions 2026 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. In total, 29,733 respondents across 33 countries and territories were polled (including 1,009 from Argentina, 1,005 from Australia, 500 from Austria, 1,013 from Belgium, 1,008 from Brazil, 1,018 from Canada, 1,009 from China, 1,005 from Colombia, 508 from Croatia, 501 from Denmark, 1,010 from France, 1,003 from Germany, 1,004 from Hong Kong, 1,007 from India, 509 from Ireland, 507 from Israel, 1,005 from Italy, 1,003 from Japan, 1,003 from Mexico, 1,019 from The Netherlands, 1,033 from New Zealand, 1,006 from Portugal, 500 from Singapore, 1,003 from South Korea, 1,009 from Spain, 511 from Sweden, 501 from Switzerland, 504 from Taiwan, 1,001 from Thailand, 501 from the UAE, 2,003 from the UK, 2,010 from the US and 505 from Vietnam). Respondents completed an online survey in July-August 2025.