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 flexibilityHalf 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 offeringsPersonal 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 experiencesWith 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 connectionTravelers 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.htmlMethodologyTravel 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.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 flexibilityHalf 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 offeringsPersonal 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 experiencesWith 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 connectionTravelers 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.htmlMethodologyTravel 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.
Screenshot 2026-10-20 at 14.29.48
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
