European markets feature prominently among travelers searching for hot tubs. The UK leads globally by Hot Tub Smart Filter search volume, followed by the US, Italy, the Netherlands and Germany. Additionally, Booking.com’s search insights reveal that hot tub demand is strongly linked to trip duration and group type:

• Short-Term Escapes Drive Hot Tub Demand: The shorter the trip length, the higher the likelihood a traveler is searching specifically for a hot tub or hotel stay. Longer stays tend to skew toward apartments, pet-friendly options, and free cancellation.
• Who is Soaking? Hot tub searches are overwhelmingly driven by couples and groups, closely followed by families (for whom hot tubs are the second most-searched filter after beaches). Conversely, solo travelers rarely search for hot tubs, preferring air conditioning, balconies, and pet-friendly properties.

To bring this trend to life and inspire travelers this season, Booking.com highlights five distinct hot-tub accommodations across the globe, tailored for romantic escapes, family adventures, wellness retreats, and group gatherings.

Couples’ Weekend Retreat: Riverside Micro-Lodging in the Scottish Highlands, UK

Data shows that when it comes to quick escapes, the shorter the stay, the higher the demand for a hot tub - positioning scenic mini-break spots like Glencoe as ideal romantic getaways. Tucked into the landscapes of the Scottish Highlands on the Dragon’s Tooth Estate, RiverBeds Luxury Wee Lodges features 12-square-meter wooden micro-lodges, each opening onto a private riverside terrace equipped with its own hot tub.

Couples can spend their days hiking or e-biking through mountain and riverside trails before taking a short drive to Fort William. Travelers can enhance their stay with an Loch Eil sunset cruise complete with views of Ben Nevis before returning for a night soak under the stars.

The High-Altitude Family Hideaway: Scenic Ridge Living in Georgia, USA

Hot tubs are a major priority for family getaways, ranking as the second most-searched feature for families globally, trailing only beach access. Perched above Lake Blue Ridge in North Georgia, Aska Ridge Lodge caters specifically to family and group trips. The four-bedroom, four-bathroom lodge sleeps up to 10 guests and includes an outdoor pool and private hot tub overlooking panoramic mountain vistas.

Inside, the property features a ping-pong games room and a private cinema room. Outdoors, guests have access to the Aska Adventure Area’s 17-mile hiking and mountain-biking trail network, as well as kayaking, tubing, and fishing on the nearby Toccoa River.

The Couples' Escape: Historic Agriturismo in Tuscany, Italy 

With Italy ranking among the top countries for hot tub filter usage globally, Mormoraia combines regional agriturismo heritage with private wellness. Located two miles from the medieval hill town of San Gimignano, this former convent turned agriturismo produces its own organic wine and olive oil.

Couples can opt for deluxe suites featuring private outdoor jacuzzis set on timber decks overlooking vineyards and olive groves. Guests can partake in on-site wine tastings and Tuscan cooking classes, relax by the infinity pool, or explore the UNESCO-listed historic center with a private tour of San Gimignano.

Duo Countryside Wellness: High-Tech Recovery in Friesland, Netherlands

The Netherlands ranks among the top five global markets actively filtering for hot tubs. Nest, an adults-only bed & breakfast in Luxwoude, pairs classic hot tubs and steam rooms with advanced recovery treatments such as hyperbaric oxygen therapy, full-body red-light therapy, and contrast therapy.

This tech-led approach taps into broader consumer trends: Booking.com’s 2027 Travel Predictions research indicates that 81%** of global travelers would choose a destination based on how they want to feel rather than where they want to go. With 52%** of those travelers wanting to return home feeling more relaxed. Beyond the wellness facility, guests can rent bicycles to explore Friesland’s surrounding waterways, lakes, and historic villages.

The Alpine Group Haven: Private Saunas & Hot Tubs in Bavaria, Germany

While German travelers search for saunas more than hot tubs overall, ZSAM Chalets bridges the gap by offering both amenities in a single property. Located at the foot of the Bavarian Alps, these three-bedroom chalets are designed for group gatherings.

Each chalet features timber interiors, a private sauna, and an outdoor heated hot tub available year-round. Guests can engage in snowshoeing and tobogganing, visit the historic Olympic Ski Stadium in Garmisch-Partenkirchen, and prepare outdoor barbecues on the private terrace.

*Methodology: Based on Booking.com Smart Filter searches for ‘hot tubs’, comparing search data from October 2025–October 2026 against the same period in the previous year (October 2024–October 2025).

**Travel Predictions 2027 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. Survey undertaken July - August 2026, 28,230 global respondents, margin of error +/- 0.6%, online data collection, in the following markets: Argentina (1003), Australia (1009), Austria (505), Belgium (1004), Brazil (1000), Canada (1007), Colombia (1012), Croatia (508), Denmark (505), France (1004), Germany (1005), Greece (503), India (1005), Ireland (518), Italy (1004), Japan (1006), KSA (509), Mexico (1007), Netherlands (1006), New Zealand (1008), Portugal (1006), Singapore (508), South Korea (1008), Spain (1013), Sweden (507), Switzerland (503), Taiwan (505), Thailand (1007), UAE (511), UK (2017), USA (2013), Vietnam (504).

Gjirokastër, Albania 

Known as the ‘Stone City’ for its beautiful, Ottoman-era limestone tower houses and winding, cobbled streets, Gjirokastër is a historic hillside town in southern Albania’s rugged Gjere mountains. First recorded in 1336, it flourished under Ottoman rule, when merchant and landowner families built its fortified stone tower houses, known as kullë, between the 17th and 19th centuries. Today, it’s UNESCO listed for its rare and well-preserved Ottoman town and the hilltop Gjirokastër Castle, which still looks out over the scenic Drino Valley below. Inside, visitors can explore a military museum, an open-air amphitheater and even view Italian and German military equipment from World War II. At the historic bazaar, once the vibrant trading heart of the region, travelers can browse stalls selling handwoven textiles and local cheese, as many did centuries ago. Those unafraid of the dark can journey below Gjirokastër’s hidden, historical depths on a tour of the city’s underground tunnels. Built directly below Gjirokastër Castle during the Cold War, guides share captivating stories about some of Albania’s darkest historical periods.

Where to stay: Tucked beneath Gjirokastër Castle, DAM Stone Boutique Hotel is a lovingly restored family home dating back to the 1820s. With double rooms, and a suite for up to five guests, the hotel features traditional Ottoman-era architecture and private terraces with breathtaking views over Gjirokastër’s stone rooftops and surrounding Gjere mountains. Within easy walking distance of the town center and Gjirokastër's main historic attractions, travelers can unwind in the hotel’s courtyard garden after a day exploring on foot.

Hahoe Village, South Korea

One of the most famous folk villages in South Korea, Hahoe Village in Gyeongsangbuk-do province was founded in the 14th-15th centuries by the influential aristocratic Pungsan Ryu clan from the Joseon Dynasty (rulers of Korea from 1392-1910). Remarkably, their descendants still live in the town today. Gaining UNESCO status for being one of the most well-preserved historic clan villages in the Republic of Korea, Hahoe is designed in the shape of a lotus flower using traditional pungsu (Korean feng shui) principles. Today, it remains a fully functioning community with preserved Joseon Dynasty architecture, most notably more than 100 traditional curved, clay-tiled roofed mansions (hanoks) built mainly with wood, clay and stone to withstand Korea’s extreme hot summers and cold winters. In the evening visitors can witness the lights from the village reflect across the water or climb nearby Buyongdae Cliff for panoramic views of the village. Between sightseeing and watching a centuries-old Hahoe Byeolsingut Talnori mask dance, a satirical performance once used to poke fun at aristocracy, it’s worth stopping by one of the village eateries for regional delicacies like Andong jjimdak (Korean braised chicken) or salted mackerel.

Where to stay: For a true taste of hanok living, the Rakkojae Hahoe Hanok Hotel comprises a main complex and four traditional Korean houses with hanok style rooms that blend the timeless charm of old Korea with contemporary luxury. Featuring ensuite bathrooms and traditional Korean floor mattresses, guests can relax in the hotel’s wood-fired natural mud sauna, take in views of the surrounding Nakdong river from a private terrace and wake each day to a traditional Korean breakfast, such as stews and rice.

Luang Prabang, Laos

Surrounded by jungle-covered mountains at the meeting point of the Mekong and Nam Khan rivers, Luang Prabang is considered Laos’ heartland of Buddhism. It’s home to more than 30 of the country’s most revered and beautiful Buddhist temples or ‘wats’ with stunning golden spires and handpainted murals. Each day, visitors can hear the peaceful sound of chanting monks as they walk past the temples and down the streets in single file for Tak Bat, a centuries-old ritual where residents kneel and offer them rice as they pass. While the town is UNESCO listed for its beautifully preserved fusion of traditional Lao structures and European buildings from the 19th and 20th centuries, its cascading waterfalls, stunning vistas and surrounding, lush green jungle also make Luang Prabang a nature-lover’s paradise. Those up for a challenge can climb the 300-plus steps of Mount Phousia, a 100-meter high mountain in the town center, for stunning sunset views over the Mekong and Nam Khan. Visitors can also set foot in one of Laos’ most spectacular temples, the 16th-century Wat Xieng Thong, or join a boat tour upriver to the Pak Ou Caves filled with thousands of small Buddha statues left by generations of worshippers.

Where to stay: The Belle Rive Boutique Hotel, on the Mekong river’s edge, is spread across four elegant houses with luxury rooms, suites and maisonettes, all within walking distance of the old town's many temples. With river views and a mix of traditional Laos design, guests can use one of the hotel’s complimentary bicycles to explore the town by day before dining at its riverside terrace restaurant with stunning views of the sunset over the Mekong by night.

Taos, New Mexico, USA  

A rare surviving example of pre-Hispanic architectural style unique to the region, Taos Pueblo lies just outside the modern town of Taos in northern New Mexico. Its unique sun-dried mud brick buildings, consisting of two structures called Hlauuma (North House) and Hlaukwima (South House) are made entirely of adobe (earth mixed with water and straw), with the main part of the buildings most likely built between 1000 and 1450 C.E., earning its UNESCO status. While community members live outside of the main village area, a small number are said to live in the buildings today without running water or electricity. Visitors can pay an admission fee to explore the village daily, though it closes for around 10 weeks in late winter and early spring. Guided walks led by Pueblo residents are a great way to learn all about the ancient site.

Where to stay: A short drive from Taos Pueblo itself, Adobe and Pines Inn Bed and Breakfast is a charming and luxurious restored 1830s adobe hacienda surrounded by picturesque orchards and gardens. With rooms and suites sleeping two-six people, guests will love exploring its natural setting, while private patios with outdoor fire pits offer magnificent views of New Mexico's famously wide skies at night.

Colonia del Sacramento, Uruguay

Often described as Uruguay's prettiest city for its winding cobblestone streets and mix of Portuguese and Spanish inspired buildings with thick stone walls and terracotta roof tiles, Colonia del Sacramento is one of the country’s oldest towns. The UNESCO listed Historical Quarter at the heart of the town retains its original 17th-century features and visitors will find one of Colonia del Sacramento’s main historical attractions - an 18th-century historic city gate and wooden drawbridge known as Portón de Campo built to protect the Portuguese settlement from Spanish invasions. A short walk away, a 19th-century lighthouse, built atop the ruins of the 17th-century Saint Francis Xavier convent, one of the oldest structures in the region, offers panoramic views of the town. A local sightseeing tour is a great way to learn all about the town’s long history, exploring the Historic Quarter and lighthouse and even stopping at the region's famous jam factory to try a selection of artisanal jams crafted from unique local flavours such as pumpkin and even onion.

Where to stay: The adults-only Posada Manuel Lobo is a charming hotel located in the heart of Colonia del Sacramento, just one block from the town’s Historic Quarter. With 10 suites from classic to superior, a garden courtyard, cafe and bar serving cocktails and Uruguayan wines, the hotel is a perfect starting point for exploring all the historical town has to offer.

*Travel Trends 2026 research 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.

• India's alternative accommodation Gross Booking Value is projected to reach ₹415 billion by FY29, reflecting its growing contribution to India’s broader ₹8,200 billion travel market
• 87% surveyed travelers say alternative stays help create more meaningful memories, 85% choose them for authentic local experiences, 83% find them ideal for families and groups.
• Business travellers now account for nearly 1 in 5 bookings (19% in FY26) at alternative accommodation
• Primary motivators for business travellers include more living space and a separate bedroom or workspace (41%) and the ability to accommodate accompanying family members or colleagues (40%)

Booking.com, one of the world's leading digital travel platforms, in partnership with travel advisory and research firm VIDEC Consultants, has launched the fourth edition of its flagship research report, 'How India Travels™ 2026 – The Homes Edit'.

Drawing on research capturing 2,359 consumer responses and 1,131 responses from alternative accommodation property owners and managers, the study highlights a fundamental shift in Indian hospitality: alternative accommodation, encompassing vacation rentals, apartments and other non-traditional accommodation options, is rapidly transforming from a niche preference into an increasingly important part of India’s travel economy. The segment’s total Gross Booking Value (GBV) is projected to reach ₹415 billion by FY29, reflecting its growing contribution to India’s broader ₹8,200 billion travel market¹.

As travel becomes more experience-led, Indian travellers are looking beyond conventional accommodation to stays that connect them with local food and culture. From family holidays and group getaways to emerging leisure destinations and business trips, alternative accommodation is expanding the possibilities of travel while bringing new destinations and stay experiences into focus.

Alternative Accommodations: Not so ‘Alternative’ Anymore

The alternative accommodation market has expanded rapidly over the last three years with digitally distributed listings increasing from 102,200 in FY23 to 215,000 in FY26¹. Although supply growth is expected to moderate after a 26% surge in FY26, the segment’s GBV is still projected to grow at 21.2% CAGR through FY29¹, outpacing the overall travel market.

Despite supply expansion, the category remains underpenetrated relative to the broader accommodation industry. Alternative accommodation currently represents around 13% of lodging Gross Booking Value, while online searches for the category grew 6% between FY24 and FY25 compared with 2% for hotels².

Unlocking India’s Emerging Travel Destinations

Alternative stays are expanding well beyond traditional beach and hill station destinations. While major metros and classic vacation spots still account for nearly half of total inventory in FY26 (46%), better connectivity and evolving travel habits are rapidly shifting growth toward Tier-2 cities, religious centers and emerging leisure corridors¹. According to NITI Aayog’s 2025 homestay report, India faces an estimated shortage of more than 200,000 hotel rooms, creating opportunities for alternative accommodation providers to help add capacity in undersupplied destinations and during sharp bursts of demand around major events. In fact, between June 2025 and June 2026, alternative accommodation listings more than doubled in cities like Greater Noida, Ghaziabad, Indore and Ayodhya².

The Stay is Becoming Part of the Experience

Today's travellers are placing greater emphasis on the role accommodation plays in shaping their overall trip. When planning leisure travel, 87% say alternative stays help create more meaningful memories, 85% choose them for authentic local experiences, 83% find them ideal for families and groups. Additionally, 83% feel they offer great value for money, while a similar number consider them a more sustainable choice³.

Business Travel Emerges as a New Growth Driver

Alternative stays aren't just for long weekends anymore. Business travellers now account for nearly 1 in 5 bookings (19% in FY26) at alternative accommodation (projected to reach 21% by FY27)¹. Apartments and aparthotels are leading the charge as professionals look for spaces where they can seamlessly blend living, working and meeting in a single stay.

Beyond long-term work assignments, business travellers are now considering these properties for short business trips as well. Primary motivators for business travellers include more living space and a separate bedroom or workspace (41%), ability to accommodate accompanying family members or colleagues (40%), more authentic and localized experiences (39%) and better value for long-stays (37%).

Tech and Professional Hosts Drive Next-Gen Stays

As the market scales, digital distribution and tech adoption are acting as direct revenue multipliers. Across Bengaluru, Goa, Hyderabad, Jaipur, Mumbai, Pune and Siliguri, properties with high dynamic-pricing scores generated 108% to 190% higher RevPAR than those with fixed pricing, with Goa recording the highest differential at 190%³. Higher dynamic-pricing adoption may also reflect more professional management and stronger listing practices.

What was once largely a fragmented market of individual hosts is steadily evolving into a more organised ecosystem supported by technology platforms, specialist operators and data-driven pricing strategies. The trend reflects a broader shift towards professionalisation, with hosts approaching accommodation as a business rather than a supplemental source of income.

Powering Long-Term Scale

The report notes that policy and infrastructure development will continue to play an important role in supporting the sector's next phase of growth. National initiatives such as MUDRA, UDAN, PM Gati Shakti, Swadesh Darshan 2.0 and PRASHAD are improving connectivity, strengthening tourism infrastructure and expanding access to financing. At the state level, efforts such as Kerala's classification standards and Goa's focus on tourism diversification are helping encourage greater formalisation and quality assurance within the sector.

The broader travel payments ecosystem is evolving alongside these changes. PayU data shows online travel payments growing between 20% and 35% y-o-y, while flexible payment options such as Buy Now Pay Later and EMI products have increased their share of travel transactions from 6% to 15% over the past 18 months.

As alternative accommodation becomes a larger component of India's travel economy, the next phase of growth will depend not only on increasing supply, but also on building the digital, operational, financial and policy infrastructure required to make that supply more discoverable, trusted and commercially sustainable. Accurate listings, consistent quality, smooth check-ins and dependable guest support will be key to building credibility, winning over hesitant travellers and creating a trusted, investable and scalable alternative accommodation ecosystem.

Full Report & Insights: How India Travels 2026 report

Methodology

The report draws on a combination of quantitative and qualitative research conducted in June 2026 through online questionnaires capturing 2,359 consumer responses and 1,131 responses from alternative accommodation property owners and managers. Of the consumer respondents, 87% were Indian residents and 13% were non-resident Indians or foreign visitors. The Indian resident sample was spread across metros, tier-I and tier-II cities. The property owner survey covered 1,131 respondents, currently listed with Booking.com and distributed across India.

Additional Data Sources

1. VIDEC’s India travel market opportunity study, FY23-FY29
2. Travel intermediary aggregated data: Analysis of VIDEC Consultants and PriceLabs data, with findings from both sources aggregated to provide a broader view of market trends
3. PriceLabs data

Last week, Booking.com released its 11th Annual Travel Predictions report, based on research from over 28,000 travelers around the world. What stood out most to me? The shift in traveler expectations, and how that’s shaping more intentional choices for the year ahead.

Travelers are looking for experiences that fit truly their needs and priorities in 2027 – from authentic, local expertise and flexible wellbeing options, to restorative stays and greater financial inclusion with their travel companions.

For the industry, the opportunity is to turn those expectations into choices that are easier to discover, understand and book. A few themes from this year’s predictions shed a light on where things are headed:

1. Group travel friction creates demand for greater financial flexibility

Half of travelers (50%) say they have reconsidered who to invite on a trip because of differences in budget or spending expectations, while 51% have experienced tension or disagreement during a trip for the same reason. In fact, more than half (56%) have chosen to travel with someone specifically because they were good at finding deals, affordable places to eat or value-for-money experiences.

This friction creates a broader opportunity around financial flexibility and inclusivity. For accommodation providers, clear per-person pricing, clearly visible inclusions, flexible room and activity choices can make it easier to plan and commit to a booking. Solutions that give travelers greater flexibility and financial freedom, such as splitting costs, managing budgets or choosing when to pay, are tipped to become a meaningful differentiator in helping more people travel together.

2. Shifting wellbeing priorities could transform additional service offerings

Personal wellbeing goals are shaping travel decisions: 67% of travelers say a health, body or lifestyle change has influenced their travel choices, including 29% who say improving physical health or wellbeing influenced their destination or activity choices. Dietary preferences are also influencing where people stay, with 58% saying they would consider them when choosing accommodation or a destination.

Here lies the potential for industry operators to offer more flexible, personalized choices. The majority of travelers (79%) say at least one healthier or more nutritionally balanced hotel food option would be important, while 35% value high-protein meals and 32% the ability to personalise meals to their dietary needs. With 61% saying a hotel with mindful eating options is appealing, accommodations can support dietary freedom with clear dietary information, flexible meal options and convenient on-site choices.

3. Designing recovery-first travel experiences

With so much to do and so little time, 85% of respondents say they have returned from a vacation feeling more tired than when they left. Over-packed itineraries, arduous travel, and the burden of decision-making can all work against the desire for a restorative break. Enter an era of recovery maxxing.

For the industry, seamless guest experiences will be more important than ever. With the help of AI-powered tools that remove friction from the search and trip management phase, travelers can free up headspace typically spent planning and navigating any changes or unforeseen challenges, allowing for more time to recharge. Post check-in, a further opportunity lies in enabling recovery by highlighting peaceful amenities, convenient transit options, local restorative offerings and services that reduce decision-making during the trip.

4. Traditional, artisan experiences supporting local community connection

Travelers are increasingly seeking opportunities to connect with local culture and traditions. Almost three quarters of respondents (74%) say they would be interested in food and culinary experiences such as learning regional cooking techniques, while 68% are interested in traditional crafts and skills, including pottery, textile-making and wood carving.

For the industry, the opportunity is to make existing experiences easier to discover and book – from local guides and independent businesses to workshops and culinary experiences – contributing to community development and cultural preservation. These experiences can help elevate guest experiences beyond a standardized itinerary, while creating more meaningful connections between travelers and the places they visit.

For more information about Booking.com’s 2027 Travel Predictions, please visit: https://www.booking.com/articles/2027-travel-predictions.html

Methodology

Travel Predictions 2027 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. Survey undertaken July - August 2026, 28,230 global respondents, margin of error +/- 0.6%, online data collection, in the following markets: Argentina (1003), Australia (1009), Austria (505), Belgium (1004), Brazil (1000), Canada (1007), Colombia (1012), Croatia (508), Denmark (505), France (1004), Germany (1005), Greece (503), India (1005), Ireland (518), Italy (1004), Japan (1006), KSA (509), Mexico (1007), Netherlands (1006), New Zealand (1008), Portugal (1006), Singapore (508), South Korea (1008), Spain (1013), Sweden (507), Switzerland (503), Taiwan (505), Thailand (1007), UAE (511), UK (2017), USA (2013), Vietnam (504).

Booking.com employees shared perspectives on changing traveler behaviours and emerging travel signals through surveys and focus groups that helped inform trend territories and consumer research.

For travelers, experiencing the world comes with complexity – from choosing a destination and accommodation to booking flights, taxis and experiences. Building on decades of travel expertise and technology innovation, Booking.com helps travelers discover and compare a broad range of travel options across destinations, travel types and price points. Beyond that, we make it easier to manage a trip once booked and offer customer support along the way.

We continue to invest in advanced technology, including Gen AI, to make these experiences more seamless and personalized, helping travelers bring their ideal trip to life and manage their journey in one place.

What can travelers search for and book on Booking.com?

We connect travelers with a wide range of places to stay, memorable experiences and a range of transport options in one place, including flights, car rentals and taxis. Our vision is to offer the travel experience, providing end-to-end support throughout the journey. Verified reviews from real guests alongside search tools, filters and photos help travelers make more informed decisions when choosing where to stay and what to book.

How does Booking.com support travelers throughout their journey?

With customer service available 24/7, 365 days of the year, in 45 languages, we are committed to support our customers whenever and wherever they need us. Travelers can reach us through whatever channel suits them best, with options to live chat, send a message or call our customer service team directly via phone.

How does Booking.com support more accessible and inclusive travel?

We operate across a wide range of countries, languages, devices, price points and types of accommodation. We are committed to delivering barrier-free, inclusive experiences for all our users, and this involves making our digital services accessible to everyone, including persons with disabilities.

Additionally, through our Travel Proud program, we provide inclusive hospitality training to help accommodations better understand the needs of LGBTQ+ travelers and put that learning into practice. Travelers can use the Travel Proud filter to find properties who have participated in training.

How does Booking.com help travelers make more sustainable choices?

Making travel easier also means making more sustainable travel choices easier to find for travelers. We help travelers identify accommodations with reputable third-party sustainability certifications, support partners with education and guidance, and work with industry stakeholders to share knowledge and encourage more sustainable practices.

Booking.com combines decades of travel expertise, data and technology to help partners find customers all over the world that they might not otherwise be able to reach. Partners benefit from access to our industry knowledge, scaled marketing efforts, data, performance insights and more - which is particularly valuable for small and midsize businesses looking to expand efficiently.

How does Booking.com invest in partner technology?

Partners benefit from our ongoing investments in AI, machine learning and other technologies, informed by our deep understanding of travel and traveler behaviour. These capabilities help partners improve their visibility, connect with relevant audiences, and make informed decisions about pricing, availability, promotions, content, guest experience and more - all contributing to incremental growth opportunities.

What tools and support are available to partners?

We’re here to help partners connect with travelers and run their businesses with confidence in an evolving travel environment. We offer:

• Free translation of partner listings into up to 45 languages and dialects.
• Free access to analytics to help partners make informed decisions on pricing, product features and marketing expenditures.
• Free 24/7 customer service, on and offline, for partners and their guests.
• Dedicated tools, services and guidance designed to help partners grow their businesses and respond to traveler needs.

How do partners manage their business on Booking.com?

Working with Booking.com is flexible and optional, allowing partners to use our marketing and distribution services in ways that align with their business goals. Partners manage their own availability, rates and promotional strategies, subject to the terms of their agreement and applicable local requirements. Booking.com only earns a fee when a booking made through the platform is completed and paid for.

How does the Connected Trip create opportunities for partners?

Booking.com’s Connected Trip vision brings all elements of the travel journey – e.g. flights, hotels, taxis/car rentals, attractions – together in one place, creating additional opportunities for partners to connect with travelers as they plan and experience their trips.

For example, a traveler searching for an accommodation may discover flight options, car rentals, or local experiences on Booking.com. This helps partners reach travelers at more points in the planning journey, while making it easier for customers to build and manage a complete trip.

Booking.com plays a broader role in travel by connecting travelers with businesses, destinations and communities around the world. By helping people discover and book travel, we support destinations large and small all over the world. This helps accommodation providers, transport companies, attractions, experiences, entrepreneurs, destination organizations and local communities grow their businesses - expanding economic opportunities in the communities where they operate.

We also work with industry stakeholders, associations, policymakers and experts to share knowledge and contribute to conversations about the future of travel.

How does Booking.com contribute to economies and communities?

Travel supports businesses, jobs and economic activity in destinations. By helping businesses, including independent and locally owned operators, reach new domestic and international customers, Booking.com helps expand economic opportunities across communities and the wider travel ecosystem.

By helping travelers discover less familiar destinations, Booking.com also contributes to a broader distribution of tourism and economic activity across global communities.

How does Booking.com share knowledge with the industry?

We use our platform and advanced technology, research and partnerships to contribute insights on traveler behavior, destination pressures, sustainability, inclusion and digitalization. We also work with industry organizations and experts on practical resources and education for partners.

Our goal is to support informed discussion and collaboration so that travel can continue to create positive social, economic and environmental value for destinations and the people who live in them.

How is Booking.com supporting more sustainable travel?

We want to make more sustainable choices easier for travelers, partners and destinations. We help travelers find accommodation with reputable third-party sustainability certifications, support partners with education and guidance, and make relevant information easier to understand during the travel journey.

How is Booking.com helping make travel more inclusive?

We strive to create a travel platform and experience built for everyone, by everyone. This includes making travel information and choices more accessible, supporting partners with inclusive hospitality resources, and collaborating with organizations and communities to better understand different traveler needs.

Through our Travel Proud program, we provide inclusive hospitality training designed to help accommodations better understand the needs of LGBTQ+ travelers and put that learning into practice. Travelers can use the Travel Proud filter to find participating properties, subject to availability by market.

Find out more on the Booking.com Public Affairs blog, A World Worth Experiencing.

• 72% are interested in paranormal travel experiences, with over half (57%) open to seeking contact with someone on the "other side."
• 79% of U.S. travelers are interested in choosing a vacation specifically to do something completely out of character, with 47% actively wanting to surprise their friends and family with their choices.
• 53% have reconsidered who to invite on a trip because of differences in spending, with 67% of parents keen to travel child-free so they can spend more on themselves.
• 82% would choose a destination based on how they want to feel rather than where they want to go, and three quarters (76%) would use a tool that recommends destinations based on emotional state.
• 65% would be interested in having an AI agent manage their work while on vacation and a bold 51% would use that cover to take a cheeky extra day off.

For years, travel ran on a familiar formula. Pick a destination. Pack a bag. Follow the itinerary. But in 2027, travelers are looking to go beyond the expected, by choosing trips designed to shock their friends, booking by mood and selecting their travel companions by bank balance. The defining feature of travel in the year ahead is the element of surprise, beyond what an algorithm could ever predict.

Now in its 11th year, Booking.com's Travel Predictions combine proprietary consumer research based on data from more than 28,000 travelers across 32 countries and territories, with broader travel insight to identify the behaviors and motivations shaping travel for the year ahead. This year, nine predictions reveal the trends, behaviors and motivations set to shape how we travel in 2027.

1. Trip to the Beyond

The other side of travel is calling and in 2027, some travelers are ready to answer. While typical trips promise sun, sea and relaxation, a growing number of travelers are seeking something altogether more unsettling: haunted histories, paranormal encounters, and the chance to sit with questions about death, memory and what might lie beyond it. For 72% of U.S. travelers, that curiosity extends to experiences that confront the paranormal head-on.

And for those who want to go further? Over half (57%) would seek an experience with the hope of speaking to someone on the “other side,” while 58% are curious to take part in experiences that confront difficult questions about the afterlife, death or spirituality. Away from the rhythm of everyday life, travel creates a rare kind of openness; a chance to reflect, to remember, and for some, to feel closer to those they have lost. Turns out the most sought-after destination in 2027 isn't a beach. It's the beyond.

2. Plot Twist Trip

In 2027, travelers are proving everyone wrong. Expect trips that surprise their friends, family, and even themselves. Gone is "that's not really me", with 79% of U.S. travelers interested in choosing a vacation specifically to do something completely out of character.

The reaction from others is part of the appeal, with 47% actively wanting to surprise their friends and family with their travel choices. These trips are designed to disrupt the status quo, rewrite the story everyone thought they knew, and deliver the twist nobody predicted. And for nearly a third (32%) who have deleted or avoided posting about a vacation because it felt too predictable or ordinary, this could be the year they finally have something worth sharing. The best souvenir? The look on everyone else’s face.

3. Social Currency

Your travel budget isn't just deciding where you go. It's deciding who comes with you. In 2027, budget is becoming the most ruthless filter on the guest list - and nobody is safe. Over half of travelers (53%) have reconsidered who to invite on a trip because of differences in spending and 52% have experienced tension or disagreements during a trip because people had different expectations around money.

For 41%, the solution has been even more drastic: admitting they have removed people from a travel group entirely. And for parents? The kids might not make the cut either - with 67% of parents keen to travel child-free so they can spend more on themselves. Welcome to the era of the brutally curated travel companion list. Check your bank balance. Then check the guest list.

4. Vibe Check(In)

Destination? Irrelevant. Vibe? Non-negotiable. In 2027, 82% of U.S. travelers would choose a vacation destination primarily based on how they want to feel, rather than where they want to go. And the search filter of the future? Emotional state. Three quarters (76%) of U.S. travelers would use a search tool that recommends destinations based on how they feel or their mood.

Unsurprisingly, the younger generations have entered their feels era and are ready to hand over their wearable data, phone metrics, and entire emotional state to find the right destination, with 79% of Gen Z and 80% of Millennial travelers willing to share this information with a travel provider to help personalize their trip, compared to just 28% of boomers. Search by emotional intent has arrived. Mood ring, meet search filter.

5. The All-Exclusive

The all-inclusive buffet has served its last course. As medications reshape appetites, sobriety culture grows, and ‘macro-conscious’ eating becomes the norm, travelers are portion-controlling their vacations too. The change begins with how travelers feel about themselves, as 68% say at least one health, body or lifestyle change has influenced their choice of vacation destination or activities in recent years.

And travelers no longer want to pay for what they won't consume - the open bar they're skipping or the buffet they're avoiding. In 2027, less is more as 73% of travelers want a package that lets them remove services they do not expect to use. Furthermore, 57% would let their diet influence the accommodation or destination, showing that the destination now needs to fit the lifestyle. Moving forward, the most appealing travel package isn't the one that includes everything.

6. PTO: Powered by AI

The “Sunday Scaries” are checking out, thanks to AI. Almost two-thirds (61%) of travelers say the last day of vacation is less enjoyable because they are thinking about returning to work and 45% of travelers even bring their laptop to stay on top of their inbox. AI can offer a welcome sense of relief. But do travelers trust AI enough to leave the laptop at home?

Think of it as a digital stand-in: monitoring emails, flagging priorities, sending holding responses, and keeping things ticking along while you are completely off the grid. AI could help travelers move seamlessly back into work. With 65% of travelers interested in having AI cover their work, the out-of-office could have a clever new deputy. Nearly half (48%) would be comfortable allowing AI to manage their emails and admin while away. And for the bold 51% who would ask AI to catch them up on everything they missed, there is an even sweeter upside: a cheeky way to extend the vacation a little bit longer. Extra time off, courtesy of artificial intelligence.

7. Hotel in the Sky

The flight used to be something you survived, but in 2027 it's where the holiday starts. Wellness culture has taken over hotels, attractions, and destination experiences - now travelers want the same from 35,000 feet in the air. With 88% of travelers saying they'd take a long-haul journey if it guaranteed they'd arrive rested and refreshed, the pressure is on airlines to deliver.

High on the flight wish list? Food and drink menus or caffeine timing guidance designed to support sleep (34%), lighting designed to reduce jet lag (22%) and skincare kits (21%) as the bare minimum survival kit. And for a bold minority, wellness in the air goes further still. Nearly a quarter (24%) of travelers would go as far as to select a designated “no-children, quiet zone” area on board. The destination has always sold the trip, but in 2027 the flight becomes part of the getaway with travelers expecting to arrive feeling as refreshed as when they left.

8. Sweat Synergy

Solo travel is getting a team upgrade. In 2027, the real reason solo travelers are crossing finish lines around the world isn't the medal, it's who's next to them at the end. The strongest proof of this comes from the experience, as over two-thirds (68%) of travelers - who have traveled alone - say a shared physical activity or challenge has led to a lasting connection or friendship.

The sport is the excuse while the connection is the reason, as 58% would be interested in joining a community of like-minded athletes or people while traveling. Shared suffering fast-tracks friendship like nothing else: the wall at kilometer 38, the post-race debrief, the group chat that never goes quiet. Next year, the 55% of solo travelers who are interested in traveling to attend a fitness or sporting event want more - to find friendships that go the distance.

9. Trailside Therapy

Move over candlelit dinners and couples massages: the new romantic getaway might be less about sex on the beach and more about tough talks with your partner. Couples aren’t just traveling to escape their problems; they may increasingly be traveling to talk about them. Over half (58%) said they would consider taking a trip to resolve conflicts or arguments and 81% said at least one holiday activity helps them have honest or difficult conversations.

And what activity ranked among the most effective? Simply walking or hiking together (34%). This will be the year that couples take the tough conversations offsite on holiday - swapping date night for daylight, hitting the trail and letting a long walk do the talking.

For more information about Booking.com’s 2027 Travel Predictions, please visit: https://www.booking.com/articles/2027-travel-predictions.html

Methodology

Travel Predictions 2027 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. Survey undertaken July - August 2026, 28,230 global respondents, margin of error +/- 0.6%, online data collection, in the following markets: Argentina (1003), Australia (1009), Austria (505), Belgium (1004), Brazil (1000), Canada (1007), Colombia (1012), Croatia (508), Denmark (505), France (1004), Germany (1005), Greece (503), India (1005), Ireland (518), Italy (1004), Japan (1006), KSA (509), Mexico (1007), Netherlands (1006), New Zealand (1008), Portugal (1006), Singapore (508), South Korea (1008), Spain (1013), Sweden (507), Switzerland (503), Taiwan (505), Thailand (1007), UAE (511), UK (2017), USA (2013), Vietnam (504).

Booking.com employees shared perspectives on changing traveler behaviors and emerging travel signals through surveys and focus groups that helped inform trend territories and consumer research.

• 77% of global travelers are interested in choosing a vacation specifically to do something completely out of character, with 36% actively wanting to surprise their friends and family with their choices.
  
• 50% have reconsidered who to invite on a trip because of differences in spending, with 61% of parents keen to travel child-free so they can spend more on themselves.
  
• 65% are interested in paranormal travel experiences, with nearly half (48%) open to seeking contact with someone on the "other side."
  
• 81% would choose a destination based on how they want to feel rather than where they want to go, and three quarters (76%) would use a tool that recommends destinations based on emotional state.
  
• 64% would be interested in having an AI agent manage their work while on vacation and a bold 44% would use that cover to take a cheeky extra day off.

For years, travel ran on a familiar formula. Pick a destination. Pack a bag. Follow the itinerary. In 2027, that formula will break. Travelers are choosing trips designed to shock their friends, booking by mood and selecting their travel companions by bank balance. The defining feature of travel in the year ahead is the element of surprise, beyond what an algorithm could ever predict.

Now in its 11th year, Booking.com's Travel Predictions combine proprietary consumer research with broader travel insight to identify the behaviors and motivations shaping travel for the year ahead. This year, as Booking.com marks 30 years of innovation in the industry with a mission to make it easier for everyone to experience the world, the leading travel company also called on employees - resident travel and technology experts - for input as well. Based on data from more than 28,000 travelers across 32 countries and territories, alongside employee insights on how people search for and book travel, Booking.com has uncovered nine defining trends for 2027.

Plot Twist Trip

In 2027, travelers will humble everyone who thought they had them figured out and surprise themselves in the process with a trip nobody saw coming. Gone is "that's not really me", with 77% of global travelers interested in choosing a vacation specifically to do something completely out of character.

The reaction from others is part of the appeal, with 36% actively wanting to surprise their friends and family with their travel choices. These trips are designed to disrupt the status quo, rewrite the story everyone thought they knew, and deliver the twist nobody predicted. And for nearly a third (29%) who have deleted or avoided posting about a vacation because it felt too predictable or ordinary, this could be the year they finally have something worth sharing. The best souvenir? The look on everyone else’s face.

Social Currency

Your travel budget isn't just deciding where you go. It's deciding who comes with you. In 2027, budget is becoming the most ruthless filter on the guest list - and nobody is safe. Half of travelers (50%) have reconsidered who to invite on a trip because of differences in spending, given 51% have experienced tension or disagreements during a trip because people had different expectations around money.

For 38%, the solution has been even more drastic: admitting they have removed people from a travel group entirely. And for parents? The kids might not make the cut either - with 61% of parents keen to travel child-free so they can spend more on themselves. Welcome to the era of the brutally curated travel companion list. Check your bank balance. Then check the guest list.

Vibe Check(In)

Destination? Irrelevant. Vibe? Non-negotiable. In 2027, 81% of global travelers would choose a vacation destination primarily based on how they want to feel, rather than where they want to go. And the search filter of the future? Emotional state. Three quarters (76%) of global travelers would use a search tool that recommends destinations based on how they feel or their mood.

Unsurprisingly, Gen Z have entered their feels era and are ready to hand over their wearable data, phone metrics, and entire emotional state to find the right destination, with 76% of Gen Z travelers willing to share this information with a travel provider to help personalize their trip, compared to just 35% of boomers. Search by emotional intent has arrived. Mood ring, meet search filter.

The All-Exclusive

The all-inclusive buffet has served its last course. As medications reshape appetites, sobriety culture grows, and ‘macro-conscious’ eating becomes the norm, travelers are portion-controlling their vacations too. The change begins with how travelers feel about themselves, as 67% say at least one health, body or lifestyle change has influenced their choice of vacation destination or activities in recent years.

And travelers no longer want to pay for what they won't consume - the open bar they're skipping or the buffet they're avoiding. In 2027, less is more as 66% of travelers want a package that lets them remove services they do not expect to use. Furthermore, 58% would let their diet influence the accommodation or destination, showing that the destination now needs to fit the lifestyle. Moving forward, the most appealing travel package isn't the one that includes everything.

Trip to the Beyond

The other side of travel is calling and in 2027, some travelers are ready to answer. While most typical trips promise sun, sea and relaxation, a growing number are seeking something altogether more unsettling: haunted histories, paranormal encounters, and the chance to sit with questions about death, memory and what might lie beyond it. The appetite for darker, more mysterious travel is on the rise, with 65% of global travelers interested in experiences that confront the paranormal head-on.

And for those who want to go further? Nearly half (48%) would seek an experience with the hope of speaking to someone on the “other side,” while 50% are curious to take part in experiences that confront difficult questions about the afterlife, death or spirituality. Away from the rhythm of everyday life, travel creates a rare kind of openness; a chance to reflect, to remember, and for some, to feel closer to those they have lost. Turns out the most sought-after destination in 2027 isn't a beach. It's the beyond.

PTO: Powered by AI

The “Sunday Scaries” are checking out, thanks to AI. More than half (58%) of travelers say the last day of vacation is less enjoyable because they are thinking about returning to work and 38% of travelers even bring their laptop to stay on top of their inbox. AI can offer a welcome sense of relief. But do travelers trust AI enough to leave the laptop at home?

Think of it as a digital stand-in: monitoring emails, flagging priorities, sending holding responses, and keeping things ticking along while you are completely off the grid. AI could help travelers move seamlessly back into work. With 64% of travelers interested in having AI cover their work, the out-of-office could have a clever new deputy. Nearly half (43%) would be comfortable allowing AI to manage their emails and admin while away. And for the bold 44% who would ask AI to catch them up on everything they missed, there is an even sweeter upside: a cheeky extra day off, completely under the radar. Extra holidays, courtesy of artificial intelligence.

Hotel in the Sky

The flight used to be something you survived, but in 2027 it's where the holiday starts. Wellness culture has taken over hotels, attractions, and destination experiences - now travelers want the same from 35,000 feet in the air. With 87% of travelers saying they'd take a long-haul journey if it guaranteed they'd arrive rested and refreshed, the pressure is on to deliver.

High on the flight wish list? Food and drink menus or caffeine timing guidance designed to support sleep (33%), lighting designed to reduce jet lag (20%) and skincare kits (19%) as the bare minimum survival kit. And for a bold minority, wellness in the air goes further still. Nearly a quarter (24%) of travelers would go as far as to select a designated “no-children, quiet zone” area on board. The destination has always sold the trip, but in 2027 the flight becomes part of the getaway with travelers expecting to arrive feeling as refreshed as when they left.

Sweat Synergy

Solo travel is getting a team upgrade. In 2027, the real reason solo travelers are crossing finish lines around the world isn't the medal, it's who's next to them at the end. The strongest proof of this comes from the experience, as two-thirds (66%) of travelers - who have traveled alone - say a shared physical activity or challenge has led to a lasting connection or friendship.

The sport is the excuse while the connection is the reason, as 55% would be interested in joining a community of like-minded athletes or people while traveling. Shared suffering fast-tracks friendship like nothing else: the wall at kilometer 38, the post-race debrief, the group chat that never goes quiet. Next year, the 52% of solo travelers who are interested in traveling to attend a fitness or sporting event want more - to find friendships that go the distance.

Trailside Therapy

Move over candlelit dinners and couples massages: the new romantic getaway might be less about sex on the beach and more about tough talks with your partner. Couples aren’t just traveling to escape their problems; they may increasingly be traveling to talk about them. Almost half (47%) said they would consider taking a trip to resolve conflicts or arguments and 81% said at least one holiday activity helps them have honest or difficult conversations.

And what activity ranked among the most effective? Simply walking or hiking together (35%). This will be the year that couples take the tough conversations offsite on holiday - swapping date night for daylight, hitting the trail and letting a long walk do the talking.

Methodology

Travel Predictions 2027 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. Survey undertaken July - August 2026, 28,230 global respondents, margin of error +/- 0.6%, online data collection, in the following markets: Argentina (1003), Australia (1009), Austria (505), Belgium (1004), Brazil (1000), Canada (1007), Colombia (1012), Croatia (508), Denmark (505), France (1004), Germany (1005), Greece (503), India (1005), Ireland (518), Italy (1004), Japan (1006), KSA (509), Mexico (1007), Netherlands (1006), New Zealand (1008), Portugal (1006), Singapore (508), South Korea (1008), Spain (1013), Sweden (507), Switzerland (503), Taiwan (505), Thailand (1007), UAE (511), UK (2017), USA (2013), Vietnam (504).

Booking.com employees shared perspectives on changing traveler behaviours and emerging travel signals through surveys and focus groups that helped inform trend territories and consumer research.

For more information about Booking.com’s 2027 Travel Predictions, please visit: https://www.booking.com/articles/2027-travel-predictions.html

Reims, France

Champagne is the punchline, but Reims is the story. The city is home to some of the region’s most famous Champagne houses whose cellars are carved deep into the chalk beneath the city. A tasting tour through these cool, cathedral-like caves is reason enough to visit, but Reims offers plenty more to linger over.

At the heart of the city, The Cathédrale Notre-Dame de Reims, where French kings were crowned for nearly 1,000 years, rises above streets that weave together medieval heritage, elegant Art Deco architecture and lively cafés and brasseries. Local specialities add another reason to stay awhile, from classic French fare to biscuits roses de Reims, the city’s iconic pink biscuits traditionally dipped in Champagne. Less than 45 minutes from Paris by high-speed train, Reims is a place that makes you wonder why you ever left it at the day-trip stage.

Where to stay: Set within a stunning 19th-century château surrounded by parkland just outside the city, Domaine Les Crayères offers a refined stay close to the region’s famous vineyards. The property combines elegant rooms and formal gardens with two Michelin-starred restaurants, making the hotel itself a destination for food-focused travelers. Its setting just outside Reims puts the city center and surrounding wine country within easy reach, offering a luxurious and relaxing base for exploring the region.

Monterey, California, USA

Known for its dramatic coastline, abundant marine life and deep literary roots, Monterey offers a distinctly Californian escape along the state’s Central Coast. Once a thriving sardine-canning hub immortalized by John Steinbeck, the city is now best known for its scenic waterfront, historic Cannery Row and the Monterey Bay Aquarium, one of the region’s top attractions.

Travelers can take to the water on a whale-watching tour, where gray whales, humpbacks and dolphins can be spotted throughout much of the year, or explore Monterey Bay by kayak, paddling through kelp forests alongside sea otters, seals and sea lions. For a classic taste of the coastline, the 17-Mile Drive winds along the Pacific past cypress trees and beaches with dramatic ocean views. With its combination of outdoor adventure and a slower pace of life, Monterey offers a refreshing alternative to California’s busier coastal cities. San Francisco International Airport is the closest major hub, with Monterey at around a two-hour drive south.

Where to stay: Perched right in the heart of Cannery Row, the Spindrift Inn offers a convenient base for exploring Monterey’s waterfront and nearby attractions. The 45-room boutique hotel features traditional coastal-inspired rooms, many of which overlook the harbor. Guests are within easy reach of Fisherman's Wharf, the Monterey Bay Aquarium and waterfront restaurants, with the hotel’s central location making it easy to explore the city on foot. Wake to the sound of sea lions or watch fishing boats head out at first light.

Sendai, Japan

Japan has no shortage of celebrated cities. But Sendai, the largest city in the Tohoku region, surrounded by mountains, forests, and coastline, offers something the country’s more well-known destinations increasingly cannot: space. The city combines a relaxed pace with the thoughtful design and attention to detail Japan is known for, without the shoulder-to-shoulder crowds of its busier tourist hubs.

Jozenji Street, shaded by towering keyaki elm trees, is one of the city’s most pleasant places to walk, while the remains of Sendai Castle and the beautifully preserved Zuihoden mausoleum offer a glimpse into the city’s samurai-era history. Sendai is also a destination for food, famed for gyutan grilled beef tongue and fresh seafood from the nearby Sanriku coast. A 90-minute shinkansen train ride from Tokyo brings travelers to Sendai Station. Beyond the city, the forested Akiu Onsen area has drawn visitors to its natural hot springs for centuries, while the scenic islands and temples of Matsushima make an easy day trip.

Where to stay: TAOYA Akiu sits nestled in the forested Akiu Onsen valley and is around thirty minutes by car from Sendai station. A traditional hot-spring resort with a more contemporary feel, guests can slip into yukata robes and move between indoor and outdoor baths fed by natural spring water, surrounded by the greenery of Akiu. With its combination of hot springs, nature and an easy escape from the city, TAOYA Akiu offers a restorative counterpoint to a busy Japan itinerary.

Rosario, Argentina

One of Argentina’s most creative and easygoing cities, set on the banks of the Paraná River in Santa Fe province, Rosario is known for its long riverside promenade, where weekends bring cyclists, families, food stalls and impromptu tango performances together along the water. The city is an easy addition to an Argentina itinerary for travelers looking to experience a more relaxed, independent side of the country beyond its capital.

Beyond the Costanera, the Pichincha neighborhood has become a lively hub for jazz bars, craft cocktails, independent galleries and restaurants, giving the city a distinctly local cultural scene. At Mercado del Patio, regional produce and Argentine specialties take center stage, from Paraná River fish and local cheeses to generously filled empanadas. Close links to some of Argentina’s best-known cultural figures, including revolutionary Che Guevara and artists such as Lucio Fontana, adds another layer to Rosario’s creative identity. Visitors can reach the Rosario via the city’s airport that connects it with other Latin American destinations or in just under four hours driving from Buenos Aires.

Where to stay: Esplendor by Wyndham Savoy Rosario brings effortless elegance to the heart of the city. Set in a beautifully restored heritage building, this sophisticated hotel pairs classic Argentine grandeur with modern comfort. Classic details and distinctive interiors give the rooms and shared spaces plenty of personality, while its central location makes it a convenient base for exploring Rosario on foot, putting the Costanera, Mercado del Patio and Pichincha’s bars and restaurants within easy reach.

Puri, India

Set on the Bay of Bengal in eastern India, Puri combines a broad sandy beach, a thriving fishing culture and centuries-old spiritual traditions. At dawn, fishermen haul in nets along the shore while the scent of freshly grilled fish and coconut-based curries drifts through the streets, and the town unfolds at a pace that feels deliberately removed from India’s busier tourist centers.

At its heart is the Jagannath Temple, one of Hinduism’s four sacred dhams and an important pilgrimage destination, where the annual Rath Yatra (occurs June or July) draws huge crowds for a spectacular chariot procession. While entry to the temple itself is restricted to Hindus, visitors can experience a journey into the surrounding old town, showcasing some of India’s most deeply rooted living traditions and religious life. Puri is also a gateway to Odisha’s wider cultural and natural attractions, including the UNESCO-listed Konark Sun Temple and Chilika Lake, where boat trips offer the chance to spot migratory birds and Irrawaddy dolphins. Fly into Bhubaneswar Airport, which connects to all major Indian cities including Delhi, Mumbai, Bengaluru, Hyderabad, and Kolkata. From Bhubaneswar, Puri is approximately one hour by road - taxi or bus.

Where to stay: Mayfair Waves sits directly on Puri's beachfront, combining a relaxed coastal setting with the comforts of a full-service hotel. Guests have access to a swimming pool, spa, and direct beach access, while the on-site dining offers a chance to discover the flavors of Odisha, including regional specialties such as dalma, pakhala and freshly prepared seafood. With the beach on one side and Puri’s temples, markets and cultural sights within easy reach, the property offers a comfortable base for exploring both the city and the wider Odisha coast.

Christchurch, New Zealand

Christchurch has done something remarkable: it turned devastation into design. Following the 2010 and 2011 earthquakes that reshaped the city center, Christchurch rebuilt with a renewed focus on architecture, public spaces and creative culture, emerging as one of New Zealand’s most dynamic cities.

Today, the Ōtākaro Avon River winds through the center, with riverside paths, gardens and regenerated parkland creating an easy way to explore on foot or by bike. Hagley Park's vast green expanse hosts cricket in summer, while the Christchurch Botanic Gardens showcase an impressive collection of plants across beautifully landscaped grounds. Beyond the city, the Southern Alps put hiking, trail running, skiing and other outdoor adventures within easy reach, while the Port Hills and nearby beaches offer opportunities for cycling, swimming and exploring the region’s varied landscapes. For travelers drawn to active escapes, Christchurch is easily accessible by flying into the International Airport directly from Melbourne, Sydney, Singapore, and beyond.

Where to stay: The Addington SoHo Townhouse offers an immersive, residential feel in Christchurch's creative Addington neighborhood, with two bedrooms, a kitchen and living space that give pairs or small groups plenty of room to settle in. The property offers a quieter alternative to a traditional city-center hotel, with the neighborhood’s cafés, restaurants and attractions within easy reach. Its location also makes it convenient for getting into central Christchurch and accessing the train station, making it a practical option for travelers who want the flexibility of a home-style stay.

Bratislava, Slovakia

Long overshadowed by its more well-known neighbors, Bratislava is finally getting the attention it deserves. Wedged between Vienna and Budapest on the Danube, Slovakia's compact and beautifully walkable capital offers big-city culture without the scale or crowds.

Step through the archways of the medieval Old Town to discover baroque palaces, centuries-old cobblestones and the city’s iconic hilltop castle overlooking the river below. The Stará Tržnica market hall buzzes with weekend food vendors, natural wine and local ceramics, while cafés, restaurants and bars bring a lively energy to the surrounding streets. Just outside the city, the Little Carpathians roll into vine-covered hills where visitors can sample Slovakia’s crisp white wines, with nearby wine towns such as Pezinok and Modra making easy day trips. With Vienna just 55 minutes by train and Budapest under two hours by car, Bratislava is also an easy base for exploring Central Europe.

Where to stay: Villa Šanca offers a boutique, villa-style accommodation in a quiet residential neighborhood, a short tram ride from the Old Town. With elegant interiors and a leafy setting, it provides an even more local alternative to a traditional city-center hotel, while keeping Bratislava’s main sights within easy reach. Its relaxed setting and convenient location make it a comfortable base for travelers looking to explore the city and surrounding wine country at their own pace.

Goiânia, Brazil

Built in the 1930s as one of South America's first planned cities, Goiânia has wide, tree-lined boulevards, art deco public buildings and a spacious urban layout that gives it a distinctive character among Brazilian cities.

Start the day at Mercado Municipal, where vendors sell fresh produce from the Cerrado (savannah landscape surrounding the city) alongside regional staples like pequi, a pungent local fruit that defines the local cooking. From there, the Bosque dos Buritis offers a lush urban park with a natural waterfall at its center, popular with locals for morning walks. In the afternoon, the Setor Marista and Bueno neighborhoods come alive with independent cafés, galleries and concept stores that reflect a growing creative scene. As evening approaches, Goiânia's nightlife is unmistakably Brazilian, rooted in sertanejo and forró music, filling bars and open-air venues with a crowd that takes its weekends seriously. Fly into Santa Genoveva Airport directly from São Paulo in under two hours.

Where to stay: The Luxuoso Estúdio London St Oeste offers stylish apartments in the heart of Goiânia’s lively Oeste district. With a contemporary design, fully equipped interiors, as well as a fitness center and outdoor pool, the property is ideal for travelers who want to settle into the city rather than simply pass through. In addition to being a Travel Proud certified property, its central location puts Goiânia’s restaurants, bars and cultural spots within easy reach, making it a comfortable launchpad for exploring the city by day and returning to your own space at the end of it.

Pescara, Italy

Italy's Adriatic coast has always played second fiddle to its Tyrrhenian counterpart. While tourists flock west to Rome and the Amalfi Coast, the country’s east coast quietly gets on with being excellent, and Pescara is proof of that. Pescara’s long sandy seafront offers a slower kind of Italian escape, where mornings are spent by the water, afternoons stretch over long lunches and evenings move at the pace of the aperitivo.

The city is made for cycling and strolling, with a lively waterfront, wide beaches and plenty of bars and restaurants spilling onto the streets. Food is a major draw, from the Adriatic’s fresh catch to brodetto alla pescarese, the local fisherman’s stew, while Abruzzo’s celebrated wines and produce bring the flavors of the surrounding region to the table. Pescara also offers a cultural side, with the birthplace of writer and poet Gabriele D’Annunzio now a museum and the Museo delle Genti d’Abruzzo exploring the region’s history and traditions. Pescara Airport connects directly to several European hubs, making it a good base for travelers looking to combine beach time with a taste of Italy’s less-explored side.

Where to stay: La Riserva d'Annunziana Luxury B&B blends contemporary Italian design with rich, layered interiors in a quiet setting close to Pescara’s waterfront. The stylish suites offer a comfortable retreat after a day exploring the city, while the central location puts beaches, restaurants and local sights within easy reach.

Asunción, Paraguay

Asunción sits on a bluff above the Paraguay River, warm and unhurried, moving to a rhythm entirely of its own. The contrast of historic and modern, bustling and laid-back, deeply local yet increasingly creative, are what makes Asunción so compelling.

Start the morning at Mercado 4, the city's sprawling central market, where vendors call out from stalls stacked with tereré gourds, fresh herbs, and Paraguayan staples such as mbeju and chipa. Travelers can continue on to the historic center, where pastel facades and crumbling Art Deco mansions sit alongside apartment blocks covered in vivid murals. The Palacio de los López and the Panteón Nacional de los Héroes add grander architectural notes, while riverside parks offer a shady place to slow down as the heat of the afternoon sets in. By evening, the mood shifts again in the neighborhood of Villa Morra where restaurants fill up and craft cocktail bars bring a more contemporary energy to the city. Silvio Pettirossi International Airport connects to Buenos Aires in just over an hour and São Paulo in under two.

Where to stay: Tucked in Asunción's charming historic district, La Misión Boutique Hotel is a restored boutique property, offering an intimate stay in a traditional-style building. Its individually designed rooms and serene internal courtyard provide a quieter retreat, while the central location puts many of the city’s cultural and architectural landmarks within walking distance. With its combination of historic character, thoughtful design and convenient location, it makes a comfortable base for exploring Asunción.

Methodology

* Travel Predictions 2027 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, 28,230 respondents across 33 countries and territories were polled (including 1,003 from Argentina, 1,009 from Australia, 505 from Austria, 1,004 from Belgium, 1,000 from Brazil, 1,007 from Canada, 1,012 from Colombia, 508 from Croatia, 505 from Denmark, 1,004 from France, 1,005 from Germany, 503 from Greece, 1,005 from India, 518 from Ireland, 1,004 from Italy, 1,006 from Japan, 509 from KSA, 1,007 from Mexico, 1,006 from the Netherlands, 1,008 from New Zealand, 1,006 from Portugal, 508 from Singapore, 1,008 from South Korea, 1,013 from Spain, 507 from Sweden, 503 from Switzerland, 505 from Taiwan, 1,007 from Thailand, 511 from the UAE, 2,017 from the UK, 2,013 from the US and 504 from Vietnam). Respondents completed an online survey in July-August 2026.

**Destinations had to be in the top 1,000 most booked on Booking.com between 1 January, 2026 and 30 June, 2026. The resulting list was then sorted by year-over-year increase. The destinations were slightly curated to ensure geographic distribution.

Lake Tekapo, New Zealand

Set amongst the dramatic mountains and glacial lakes of New Zealand’s South Island, the small village of Lake Tekapo is nestled along the shores of the stunning turquoise blue waters of Lake Tekapo itself. Located in the Aoraki Mackenzie International Dark Sky Reserve, one of the world’s largest and most celebrated celestial viewing points, the area’s exceptionally low light pollution creates almost impossibly clear views of the stars at night. As night falls, the Milky Way stretches across the sky above, while the Southern Cross emerges crystal clear overhead. For a memorable Halloween escape, travelers can join a Silver River stargazing experience (named after the Milky Way, also known as the ‘Silver River’) or even soak in hot pools while gazing up at the stars. By day, the surrounding landscapes are just as dramatic, with snow-capped mountains, golden tussock (native New Zealand grass) and glacial lakes creating an almost cinematic backdrop. Once darkness descends across the town, the region takes on a mysterious and eerie feel – perfect for an atmospheric Halloween escape like no other.

Where to stay: Bunker House
Tucked into the Lake Tekapo hillside among farmland, this spacious, subterranean-style holiday home with two bedrooms and bathrooms is the perfect luxury stay for families and groups wanting an isolated dark sky retreat. The home's expansive glass front provides uninterrupted views of the starry sky at night and thousands of hectares of golden highland by day. Between stargazing, guests can curl up in front of the log burner, relax in the hot tub, gather in the fully equipped kitchen or simply embrace the darkness this October 31 and beyond.

San Pedro de Atacama, Chile

Surrounded by the otherworldly landscapes of Chile’s vast and arid Atacama Desert, those visiting the historic, high-altitude ‘oasis’ town of San Pedro de Atacama will feel like they’ve stepped onto another planet. Atacama is the world’s driest non-polar desert and is renowned for its exceptionally clear skies, extreme aridity and minimal light pollution, providing some of the world’s best conditions for observing the cosmos. Travelers can book a guided astronomical tour where they’ll have the chance to use powerful telescopes to discover southern hemisphere constellations, distant galaxies and planets. During the day, San Pedro de Atacama’s surrounding geography of towering mountains and active volcanoes adds to the destination’s surreal atmosphere. Vast salt flats, volcanic peaks and sculptural rock formations of nearby Valle de la Luna, also called Moon Valley for its striking moon-like appearance, is a surreal landscape of salt, sand and rock formations shaped by wind and time, taking on a haunting lunar appearance both day and night. For the truly adventurous, local sandboarding tours are a popular and exhilarating way to experience Atacama’s flowing sand dunes, with some local operators even offering night sessions lit by the light of the moon.

Where to stay: Explora en Atacama
This multi-award-winning all-inclusive lodge in Chile's Atacama Desert offers guests 40-plus options to explore the surrounding haunting salt flats, volcanoes and dunes by foot, horseback or bicycle. The ultimate dark sky escape, guests will experience otherworldly beauty by day before stargazing beneath starlit skies from the onsite observatory by night. Just 10 minutes’ walk from San Pedro de Atacama, and with double and twin rooms and suites, it’s where cosmic mystery and eerie desert magic come alive.

Moab, Utah, USA

Surrounded by deep canyons and vast desert landscapes, Moab, a small city in eastern Utah along the Colorado River, appears almost unreal once the sun disappears. Famed for its awe-inspiring red-rock canyons by day, the region has some of the darkest night skies in the United States - a country known for its love of Halloween and array of annual celebrations. In Moab, the town comes alive for spooky season with decorating contests, costume contests and pumpkin painting. But for Halloween travelers wanting to explore the cosmos in all its wonder, Arches and Canyonlands National Parks just minutes outside of Moab offer spectacular conditions for eerily good stargazing. With certified International Dark Sky conditions, which ensure minimal light pollution and optimal viewing conditions, the parks’ high elevation and dry conditions enhance the visibility of spectacular cosmic sights such as meteor showers. Under the right conditions and with binoculars, it is even possible to spot the rings of Saturn. For the ultimate journey through the Moab night sky during the depths of Halloween and year round, travelers can book a Professional Stargazing in Moab tour. Over two hours, attendees learn to locate seasonal triangles, constellations and visible planets while guides share stories about ancient civilizations, Greek mythology and the evolution of the cosmos – all the makings of a Halloween like no other.

Where to stay: Red Cliffs Lodge Moab
Built amongst stunning, 2000-foot red cliffs along the Colorado River, guests at this resort will think they’ve stepped right into the scene of a Western. Spacious suites and private, standalone cabins sleeping up to six, a river-front restaurant, heated outdoor swimming pool and access to local horse-riding and white-water rafting make for a truly memorable stay in Utah’s red rock country.

Kiruna, Sweden

Deep in Swedish Lapland, Sweden’s northernmost city of Kiruna offers a Halloween experience where darkness becomes the main attraction. As autumn takes hold, the nights grow longer and the Arctic wilderness surrounding the city becomes the perfect setting for searching for the Northern Lights. From September onwards, travelers have the chance to watch ribbons of green, pink and violet light sweep across the night sky, creating an eerie yet spectacular natural phenomenon that feels like something from another world. Visitors can head into the wilderness by dogsled, snowmobile or on foot in search of the aurora, with the best viewing often taking place during the late evening and early morning hours. Just outside Kiruna, Abisko National Park is renowned for its particularly favorable conditions for aurora viewing. During the day travelers can explore the remote Arctic landscape, learn about the traditions and heritage of the Indigenous Sámi people of northern Scandinavia, or visit the IceHotel in the neighboring village of Jukkasjärvi, one of the country’s most famous tourist attractions.

Where to stay: Reindeer Lodge
Experience Swedish Lapland’s magic at this authentic Kiruna stay. With family rooms in traditional Scandinavian tents and cozy cabins, guests are greeted by reindeer and the Northern Lights dancing across the sky in the mornings, with the chance to unwind with hot cocoa by the outdoor fireplace at night. With a sauna, hot tub, shared kitchen, and barbecue, the lodge is an unforgettable escape where ancient Arctic traditions meet cosmic wonder, perfect for an ethereal stay full of fairytale-like wonder.

Ningaloo Reef, Western Australia

Stretching along Western Australia’s remote Coral Coast, Ningaloo Reef is known for its crystal-clear turquoise waters, colorful coral gardens and the chance to encounter majestic local marine life, such as whale sharks, manta rays and turtles. After sunset, this World Heritage-listed destination reveals an entirely different side; with minimal light pollution and vast stretches of untouched coastal landscape, the region provides exceptional conditions for stargazing. Here, nighttime has its own kind of magic, where stunning constellations and celestial objects visible only from the Southern Hemisphere create a truly breathtaking scene, not for those traveling during Halloween but all year round. The Ningaloo turtle watch and stargazing tour is one not to miss, offering travelers the chance to relax with a light snack and a cool drink as they watch the sunset and observe female turtle nesting habits before stargazing in Ningaloo’s unspoiled dark skies.

Where to stay: Sal Salis Ningaloo Reef
Hidden in the white sand dunes of Western Australia’s Cape Range National Park, this breathtaking exclusive safari camp will leave guests in awe of its mesmerizing beachfront setting. With 15 spacious wilderness tents with ensuite bathrooms, guests sleep mere meters from the water’s edge. After days spent turtle watching and sea kayaking, guests can enjoy five-star, chef-prepared meals made with local ingredients served outdoors with clear views of the sun setting over the Indian Ocean before evenings of stargazing.

* 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.

Larroque Haute Gites, Cassagnes, France

A staple of rural travel in France, gites are self-catering stays dotted amongst the French countryside or located in smaller villages. With searches for gites up 20% amongst global travelers, these often-restored stone buildings or barns provide a more authentic connection to the local area and a taste of traditional French living. Gites originated from the French word "gesir" (to lie down) and trace their heritage to centuries of rural hospitality, when farmers, vintners and shepherds rented spare rooms or converted barns to passing travelers in areas without formal lodging.

Set in the Cassagnes countryside, Larroque Haute Gites is a beautifully restored stone property that pairs traditional French character with bright, modern interiors. Original stone walls and exposed wooden beams celebrate the property's heritage, while stylish, modern living spaces provide every comfort. The two-bedroom property features a heated swimming pool, expansive gardens and peaceful outdoor seating areas, offering uninterrupted views across the surrounding woodland and rolling countryside. The broader Dordogne region is known for its vineyards, medieval towns and scenic walking routes, offering plenty of opportunities to explore beyond the property. Visitors to the region can dive into exploring the area on a canoe tour of the Dordogne Valley, moving through the gentle waters from Vitrac to take in the area’s natural beauty. Nearby villages host regular markets selling regional produce, while the surrounding Lot countryside is great for walking, cycling and vineyard visits.

Takaragawa Onsen Ousenkaku, Minakami, Japan

Steeped in centuries of tradition, ryokans remain one of Japan’s most distinctive accommodation types with global searches for them on Booking.com increasing by 9%. Ryokans, which date back to the 8th century,were resting places for Japan's nomads, are architecturally and philosophically centered around the onsen (natural hot spring) bathing ritual, with entire layouts designed around seasonal awareness and natural harmony. Combining hospitality, wellness and a deep connection to the surrounding nature, the inns usually incorporate tatami rooms, futon style beds and Japanese-style baths.

Takaragawa Onsen Ousenkaku ryokan is known for its expansive outdoor hot spring baths, which sit amid forests and natural scenery on the Takara river north of Minakami. Inside, simple yet elegant rooms reflect traditional Japanese design, with futon beds, low seating and tatami mat floors creating a calm retreat alongside the property's mineral-rich onsen baths. Traditional hospitality is woven throughout the stay, from yukata robes to seasonal meals showcasing ingredients from the surrounding mountain region. Against a backdrop of surrounding mountains and woodland, guests can soak while taking in views that are particularly striking in autumn, when the forests turn vibrant shades of red and gold, and in winter when snow blankets the landscape. A short journey from the property, visitors can explore Minakami's rivers and mountain trails, while nearby ski resorts and hiking routes make the area popular throughout the year.

Villa Tulia, Matemwe, Zanzibar, Tanzania

Traditionally used to describe a country retreat, Villas offer travelers space, privacy and flexibility beyond a traditional hotel stay. Villas have become an increasingly popular accommodation choice for travelers looking to enjoy a destination on their own terms, with searches up 8%. From intimate 2-bedroom hideaways to expansive estates for large groups - with dedicated amenities like private pools, kitchens and outdoor entertaining spaces, there’s a villa to suit every type of trip

Villa Tulia is a beachfront retreat in Matemwe, a quiet-coastal village on the northeastern shore of Zanzibar’s main island Unguja. With space for up to eight guests, the villa is well suited to families and groups, with spacious indoor and outdoor living areas providing plenty of room for everyone to relax. Blending privacy with direct access to the island's natural beauty, the property showcases why villas are a popular choice for tropical vacations. Travelers can explore the coastline by boat, discover local villages or enjoy some of Zanzibar's most celebrated marine experiences including snorkeling in nearby Mnemba Atoll, known for its clear waters that are perfect for seeing vibrant coral reefs and marine life. Boat trips, reef snorkeling and visits to nearby fishing villages provide plenty to fill the days, before returning to meals prepared by a private chef overlooking white-sand beaches and turquoise waters.

Puerto Dreams H, Puerto Escondido, Mexico

Once the haunt of budget backpackers, hostels today often combine affordability with community and convenience, making them popular with travelers from all walks of life. The rise of “poshtels” means many now offer stylish, boutique feel rather than basic bunks and searches for hostels globally is up 40% YoY on Booking.com. Hostels lead with conversation-enabling design: open kitchens, communal dining tables, garden courtyards, co-working lounges and rooftop gathering spaces positioned as primary booking motivations rather than afterthoughts.

Located in the laid-back surf town of Puerto Escondido on the Pacific Coast of Oaxaca, Mexico, Puerto Dreams H is known for its welcoming atmosphere, colorful communal spaces with vibrant murals and mix of private and shared rooms. Shared kitchens, co-working areas and organised activities including rooftop dance classes or group excursions allow guests to connect with the local wildlife while providing the perfect backdrop to meet fellow travelers. For a taste of local culture, visitors can join the Tequila and Mezcal Tasting, learning about the heritage behind two of Mexico's best-known spirits while sampling regional flavours. Those looking to spend more time outdoors can also visit the nearby Hidden Port, on a Bioluminescent Night Tour with the chance to witness the water glow after sunset in one of Puerto Escondido's most memorable natural experiences. This property makes the perfect resting place to come back to between surf lessons, beach hopping and evenings spent sampling mezcal with fellow travelers.

Zion View Camping, Hildale, Utah

There's something truly magical about falling asleep under a canopy of stars. Searches for camping accommodation is up 6% YOY, appealing to travelers seeking an authentic and immersive connection to the outdoors. Today there’s a whole spectrum of camping style accommodations from traditional back-to-basics pre-pitched tents to "glamping"luxury yurts that bring together wilderness immersion with hotel-standard comfort.

Zion View Camping on the Utah-Arizona border delivers on outdoor connection, without compromising on comfort. Here, travelers will experience panoramic views of stunning red rock landscapes, soaring mountains and endless desert scenery, coupled with spacious outdoor areas and communal gathering spaces that foster genuine connection. The property's peaceful setting makes it easy to switch off and soak up the natural surroundings, while its proximity to nearby attractions ensures there's plenty to discover beyond the grounds. Just a short drive from Zion National Park, the site is well placed for discovering the area's famous hiking trails, canyons and viewpoints. For those seeking a little more adventure, a UTV Slot Canyon Tour offers access to rugged desert landscapes and dramatic slot canyons beyond the national park.

*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.

**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.

***Top trending property types for homes properties based on searches 1 May - 10 August 2026 for check in dates 1 August - 31 December 2026 comparing same dates YoY.

Travel compatibility is very, very real

Forget personality quizzes—book a trip together. More than one-third (35%) of travelers say they’ve discovered a companion wasn’t compatible with them after traveling together. An equal share (35%) have argued over money, while 28% have considered ending the relationship or friendship entirely.

And for some, the trip didn't even make it to checkout: 21% have actually bailed midway through a trip because of a bad travel partner—jumping to 26% among Millennials. On a scale of 0–100, travelers rate travel compatibility at an average importance of 74.1, with nearly one-third (32%) rating it a 90 or higher.

The micro-behaviors that cause macro-turbulence

The data gets specific on what actually turns travelers off:

• The Hotel Mattress Check: A partner who refuses to check the hotel room for bedbugs before settling in is a travel turnoff for 45% of travelers (and a major issue for 60% of women vs. 40% of men).
• Money Matters: Nearly six in ten (58%) would hesitate to travel again with someone who expects everyone else to pay, while 42% get annoyed by surprise expenses or upgrades added without asking. Slow reimbursements cause tension for 52% of Boomers vs. 32% of Gen Z.
• Red Flag Energy: Constant negativity is the single biggest travel companion red flag (23%), followed by rude behavior toward staff (16%). For Gen Z, 12% say doing things purely “for the gram” is their top dealbreaker.
• In-Flight & Roommate Etiquette: Being rude to airport employees annoys 53% of travelers, while 39% draw the line at leaving a shared hotel room or bathroom a mess.

First test: Can you actually compromise?

When itineraries collide, most travelers try to keep the peace:

• Middle Ground: More than half (53%) say they’d compromise and find a middle ground if they disagreed on plans.
• Separate Ways: 16% have no problem splitting up for separate activities and meeting back later.
• Unconventional Resolvers: 11% settle disagreements with a coin flip or rock-paper-scissors, while 7% hand the decision over to AI.
• Grudge-Holders: 16% of Millennials say one person would surrender during an itinerary debate… but quietly hold a grudge afterward.

Generational dynamics & road trip rules

Navigating travel stress varies wildly depending on who is sitting beside you:

• Boomers Crave Quiet & Punctuality: Boomers are especially irritated by tardy companions (49%) and partners who blast the music volume on road trips (53%).
• The Road Trip Offenses: Leaving trash or a mess in the car (50%) edges out reckless driving (49%) as the most annoying road trip behavior. Insisting on controlling the music the entire trip turns off 43% of road-trippers.

For travelers taking the Turbulence Test? Start here.

Booking.com makes navigating trip dynamics seamless so you can focus on enjoying the getaway:

• Pick the vibe: Romantic boutique hotel in the city, beachfront resort, or cozy cabin—Booking.com filters make it easy to find a stay that suits both travel styles.
• Lock the dates, keep it flexible: Take advantage of free cancellation and clear policy filters so last-minute plan changes don't cause money fights.
• Avoid room-sharing friction: Search for properties with dual sinks, extra space, or separate beds to ensure the only surprise is how smoothly the trip goes.
• Keep it together: Find stays, flights, on-the-ground attractions, and car rentals all in one place with Booking.com to keep reservations organized and stress-free.

Where to take the Turbulence Test

Rather than waiting for your next vacation to expose the cracks, participating Booking.com partner hotels across the U.S. are offering exclusive, limited-time stays designed to put your compatibility to the test:

• Custom Compatibility Kits: Stays feature an in-room kit packed with travel-themed conversation starters, "Would You Rather?" dilemmas, "Red Flag / Green Flag" speed rounds, a blindfold for taste tests, and an official compatibility survey.
• New York: Lotte Hotel New York ($200 F+B credits) and Nova Hotel Brooklyn (complimentary late-check out).
• California: Hotel Zephyr San Francisco (Skywheel tickets, late check-out, courtyard S'mores kit).
• Nevada: Circa Resort & Casino - Adults Only ($50 beverage credit, late check-out, Legacy Club champagne).
• Florida: Westgate Resorts (water park tickets, $50 credit, mini-golf), The Elser Hotel (featuring the "305 Challenge" decision-splitting game), Legacy Vacation Resorts Kissimmee (Make Your Own Cocktail amenity), and Legacy Vacation Resorts Lake Buena Vista + The Fold Orlando (Make Your Own Mocktail kits).

The takeaway

Travel strips relationships bare and reveals who people really are. The data says so.

Methodology

Turbulence Test research commissioned by Booking.com surveyed 1,253 individuals 18 or older, living in the U.S. and having taken an overnight trip within the last 12 months. The survey was fielded using Forsta and the panel was sourced from RepData. Fielding took place in July 2026.

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This extends Booking.com’s long standing association with UEFA’s national team football following its partnership with UEFA EURO 2020 and 2024, and UEFA Women’s EURO 2022 and 2025.

As part of the renewed partnership, Booking.com will be integrated into the fan ticketing journey for UEFA Nations League Finals, UEFA EURO and UEFA Women’s EURO, helping supporters plan their tournament experience. This includes visibility during the ticket-purchase process and contributions to the Event Guide, offering travelling fans useful information as they prepare for the tournament.

Booking.com will also activate the partnership through two digital content-based sponsorship and engagement programmes, alongside a range of partnership rights, including on-site and LED visibility.

Guy-Laurent Epstein, UEFA executive director of marketing, said: "We are delighted to renew our partnership with Booking.com, a long-standing partner of UEFA and a global leader in the travel industry. Building on the success of our collaboration at UEFA EURO 2024 and UEFA Women's EURO 2025, this partnership now expands across a broader range of UEFA national team competitions, reflecting the strength of our relationship and creating more opportunities to connect with football audiences. Together, we look forward to further enhance the experience of fans travelling to our tournaments"

Paul Hennessy, Chief Marketing Officer, Booking.com said: “Through our renewed partnership with UEFA, we’re helping fans turn the excitement of an international tournament into memorable travel experiences. From finding a place to stay and discovering local attractions to planning the wider journey, we want to make it easier for everyone to follow their team and experience more of the destinations hosting these tournaments. We look forward to supporting fans across UEFA EURO 2028 and UEFA Women’s EURO 2029.”

UEFA EURO 2028 will take place across nine stadiums in England, Wales, Scotland and Ireland, and UEFA Women’s EURO 2029 will be hosted in Germany.

With 69% of travelers saying they’d take a trip to test their relationship compatibility, Booking.com is collaborating with 9 partner hotels across the U.S. to offer experiences that reveal how well companions handle the moments that can make – or break – a trip. Think conversation starters, custom games to uncover travel “icks,” blind taste challenges, and more, customized by each property for limited-time stays beginning September 14, 2026 (see the full list below).

To shape the Turbulence Test stays, Booking.com commissioned new research to reveal the top travel “icks” among American travelers. The company also partnered with Dr. Jess Carbino, a relationship expert and renowned sociologist known for her work with popular dating apps, to unpack the findings and explore what they reveal about compatibility on the road.

When travel reveals the truth about a relationship

One-third (32%) of U.S. travelers say travel compatibility is extremely important for a relationship. The numbers suggest they may be onto something: more than one-third (35%) say they have discovered a companion was incompatible with them after a trip, nearly 3 in 10 (28%) have considered ending a relationship or friendship because of a trip, and more than a fifth (21%) have left a trip early because of a bad travel partner.

"Travel can help reveal aspects of what we desire from and how we function in relationships," says relationship expert Dr. Jess Carbino. "It forces you to confront who you actually are, what you value, and whether the people you're with align with that. It's like relationship acceleration —- months of everyday tension show up in days."

Money: The conversation most travelers aren't having before they book

Money kills more travel relationships than anything else. Nearly 6 in 10 travelers (58%) would hesitate to travel again with someone who expects everyone else to pay, and 42% of travelers say that someone booking surprise upgrades or activities causes the most tension. The tension doesn't stop there: two in 5 travelers (39%) would second guess traveling again with people who won't spend money on experiences, and more than 1 in 3 (37%) hate constant price negotiations.

"Money conflicts during travel aren't really about the money," Dr. Carbino says. "They're about respect. When someone refuses to contribute or splurges without thinking about their travel partner, they're signaling something deeper—they lack a sense of boundaries and may not respect yours."

Icks while on the trip: Plane etiquette and mattress mishaps

Nearly all U.S. travelers (94%) say they have at least one in-flight pet peeve. Being rude to airport employees or flight attendants tops the list (53%). Playing videos without headphones (42%) and bringing strong-smelling food on board (38%) follow closely. Seat preference adds another layer: Men are more annoyed by sitting separately on a flight (22% vs. 15% of women). In fact, 26% of women say it's no problem at all. Yet in a finding that may surprise even frequent flyers, nearly three-quarters (73%) of travelers are unbothered by a companion who goes barefoot during a flight.

The annoyances don't stop once you touch down, either. When it comes to hotel habits, a partner who refuses to check the mattress for bed bugs is a travel turnoff for nearly half of travelers (45%). This is true for 60% of women vs. 40% of men. On the road, leaving trash in the car (50%) edges out reckless driving (49%) as the most annoying road trip behavior. This near-tie speaks volumes about how travelers weigh cleanliness.

Generational divide: Millennials holding grudges and Boomers craving quiet

Millennial travelers emerge as the most emotionally reactive generation in the data. When itinerary disputes arise, 16% of Millennials admit that even if they surrender, someone will quietly hold a grudge, compared with 10% of Gen X and older. Furthermore, Millennials are more likely than other generations to leave a trip early because of a bad travel partner (26%).

"There's a difference between compromising and pretending to compromise," Dr. Carbino explains. "Millennials tend to suppress their feelings rather than work through disagreements, which just builds resentment. It's less about whether they can compromise and more about whether they actually will."

The biggest travel “icks” also differ across generations. Boomers are especially likely to be annoyed by a companion who blasts the music volume (53%) and is tardy (49%). 25% of Millennials say the social butterfly who wants to talk to everyone would be one of the hardest to travel with. On the other hand, Gen Z is especially likely to say that “taking too many photos” is forgivable (30%).

These differences show that compatibility is not about agreeing on everything. It’s about understanding what matters most to the person beside you and finding ways to enjoy the journey together. With flights, stays, rental cars and experiences in one place, Booking.com helps travelers plan the full trip – including the moments that take you from turbulence to a smooth ride.

The stays: Where to take the Turbulence Test

To help travelers navigate the make-or-break moments of travel, participating properties are offering an exclusive, limited-time package on Booking.com that comes with a physical Booking.com Turbulence Test Kit. Partners will challenge each other with a travel-themed conversation deck, "Would You Rather?" dilemmas, "Red Flag / Green Flag" speed rounds, and a blindfold for taste tests, before wrapping up with a survey to get their official compatibility verdict. Paired with property-specific additions like resort credits or local excursions, it’s the ultimate way to see if you're truly travel-compatible.

New York:

• Lotte Hotel New York: This polished 4.5 star midtown hotel is offering a package inclusive of $200 F+B credits.
• Nova Hotel Brooklyn : A contemporary boutique hotel in the heart of Brooklyn gives guests the beloved hotel amenity of late check-out.

California:

• Hotel Zephyr San Francisco: The nautical theme at this Fisherman's Wharf District hotel sets the scene for a playful stay, with Skywheel Tickets, late check-out and an all-time favorite S’mores kit to be enjoyed in their courtyard.

Nevada:

• Circa Resort & Casino - Adults Only: On Fremont Street, this adults-only Vegas resort is offering a package that includes a $50 beverage credit, complimentary 1-hour late check-out and a Legacy Club glass of champagne, among other extras.

Florida:

• Westgate Resorts: Perfect for amusement park fans, this centrally located Orlando hotel is providing 2 tickets to onsite Treasure Island Water Park, a $50 resort credit, 2 bicycle rentals and complimentary mini-golf.
• The Elser Hotel: In downtown Miami, this stylish hotel pairs city and bay views with a range of amenities and a “305 Challenge” – a Miami-themed couples game where you divide up vacation decisions across the stay: one picks the pool spot, the other picks the drinks; one chooses the restaurants, the other books the reservation time.
• Legacy Vacation Resorts Kissimmee: Four outdoor pools give guests plenty of space to unwind, while customized compatibility challenges and a Make Your Own Cocktail amenity add something a little different to the stay.
• Legacy Vacation Resorts Lake Buena Vista + The Fold Orlando: Located just a few miles from Disney and Sea World, partners can enjoy their Make Your Own Mocktail kit between park hopping.

To explore more of Booking.com’s research into relationship dynamics, money habits, and hidden travel pet peeves, visit the Booking.com Newsroom for a deeper look at the findings and full data set: https://news.booking.com/the-turbulence-test-what-travel-really-reveals-about-your-relationships/.

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Methodology: 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 2,010 from the US). Respondents completed an online survey in July-August 2025.

• Turbulence Test research commissioned by Booking.com surveyed 1,253 individuals 18 or older, living in the U.S. and having taken an overnight trip within the last 12 months. The survey was fielded using Forsta and the panel was sourced from RepData. Fielding took place in July 2026.

Press Contact: For media inquiries, please contact booking.com@allisonworldwide.com

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.