NEW YORK (October 27, 2026) — Guests in 2027 will choose a vacation based on how they want to feel, not only where they want to go. That is the headline finding from Booking.com’s 11th annual Travel Predictions, based on research among more than 28,000 travelers across 32 countries and territories. For hotels, vacation rentals, airlines, attractions and experience providers, the findings point to three opportunities: richer listing content that captures emotional intent, flexible packaging that protects margin, and demand planning built around fitness and reflection-driven trips.
VIBE CHECK(IN), PLOT TWIST TRIP AND THE HOTEL IN THE SKY: MATCHING CONTENT TO GUEST INTENT
Travelers are searching by feeling first. The Vibe Check(In) prediction shows that 81% of global travelers would pick a destination primarily based on mood, and 76% would use a search tool that recommends destinations by emotional state. Taking it a step further, the Plot Twist prediction points to the fact that 77% of travelers are interested in choosing a trip specifically to do something out of character. For the journey itself, the Hotel in the Sky prediction reveals that 89% would take a long-haul flight if it guaranteed they would arrive rested and refreshed.
To capture travelers who search by mood, show them how a stay or experience feels. Operators should audit descriptions, photo sequencing, and amenities against emotional search terms to attract high-intent bookers. Optimize for emotional intent such as “comfortable, cozy, relaxed” by editing the listing description and ensuring amenities like a hot tub, bath, sauna or balcony are added. A traveler’s desire to feel “rested” can connect to a description of sleep-supporting menus and lighting on board.
SOCIAL CURRENCY AND ALL-EXCLUSIVE: WHAT TRAVELERS ACTUALLY WANT TO PAY FOR
In 2027, travelers only want to pay for what they choose, and to protect their budget and their peace on the trip. Guest fatigue with flat, all-inclusive bundles is now a merchandising opportunity. Sixty-six percent of travelers find it appealing when a package lets them remove services they do not expect to use. Sixty-seven percent say a health, body or lifestyle change has influenced their choice of destination or activities in recent years, and 58% would let dietary needs influence where they stay.
The Social Currency prediction shows the same instinct in group travel. Half of travelers (50%) have reconsidered who to invite on a trip because of differences in budget or spending expectations. Fifty-one percent have experienced tension or disagreement during a trip for the same reason.
Choice is the common thread. Opt-in extras and flexible rate plans protect margin and raise satisfaction. Start by reviewing what is bundled by default. Make the least-used goods and services optional, and price each extra clearly. For group bookings, show per-person pricing and make inclusions visible. Offer flexible room and activity choices, so each traveler can opt in at their own budget. Solutions that let travelers split costs, manage budgets or choose when to pay are becoming meaningful differentiators in helping more people travel together. Travelers pay for what they value, and providers earn add-on revenue that a fixed bundle cannot capture.
SWEAT SYNERGY AND TRAILSIDE THERAPY: THE SPECIALTY TRIPS SHAPING DEMAND
Two emerging motivators are creating predictable, bookable demand windows. Among solo travelers, the Sweat Synergy prediction reveals that 52% are interested in traveling to attend a fitness or sporting event, and 66% say a shared physical challenge has led to a lasting friendship. Separately, the Trailside Therapy prediction states that 47% of travelers would consider a trip specifically to resolve a conflict or argument, and 35% say walking or hiking together is the most effective way to have that conversation.
Recurring races, endurance events or marathons create predictable demand for stays, flights and ground transport. Attractions and experience providers can build around the walking, hiking, and outdoor activity appeal. Accommodation providers can build non-room revenue around seasonal activity spikes, from recovery-focused food and beverage programs to local activity partnerships. Properties with trail access or quiet, private spaces have a distinct hook for the reflection-driven travel segment.
“In 2027, travelers will book based on mood and providers have an opportunity to match it. The provider that wins the booking is the one whose offer speaks the traveler’s language first, including mood, flexibility and purpose, not just location,” said Ian Ackland, Managing Director, Americas, Booking.com. “Every day, we connect millions of travelers with our partners. This year, as Booking.com marks 30 years of innovation in the industry, our role remains the same – to bring partners the insight into how travelers search and book, and the technology to act on it quickly.”
For more information about Booking.com’s 2027 Travel Predictions, please visit: Booking.com’s 2027 Travel Predictions
METHODOLOGY
Travel Predictions 2027 research was commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12 to 24 months. The survey was undertaken July through August 2026 among 28,230 global respondents, margin of error plus or minus 0.6 percent, via online data collection across 32 markets, including the United States (2,013 respondents) and Canada (1,007 respondents).
ABOUT BOOKING.COM
Booking.com is one of the world’s leading online travel platforms, connecting travelers with the widest choice of incredible places to stay, countless memorable experiences and attractions as well as a range of transportation options from flights, car rentals and taxis. Offering great value, convenience and support to travelers the world over – Booking.com is on a mission to make it easier for everyone to experience the world.
