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2026’s Take-Off Destinations* | |||
Destination | % Decrease in Average Daily Rate | Destination | % Decrease in Average Daily Rate |
Fukuoka, Japan | -35% | Courchevel, France | -20% |
Buenos Aires, Argentina | -35% | Krabi, Thailand | -20% |
Nara, Japan | -30% | Manchester, U.K. | -15% |
Thasos, Greece | -30% | São Sebastião, Brazil | -15% |
Shenzhen, China | -25% | Kyoto, Japan | -15% |
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Read more about Kicking Off or Taking Off this summer here.
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The 2026 Set-Jetting Summer Forecast
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From streaming hits to blockbuster films, Set-Jetting — travel inspired by TV shows and movies — continues to shape summer demand. Expedia first spotted the Set-Jetting trend in 2022 and predicted a surge in interest in 2026 for destinations like Yorkshire, U.K., inspired by Wuthering Heights; Samoa (Polynesia) and Hawaii inspired by the soon-to-be-released Moana (Live Action); and Peloponnese, Greece, inspired by the upcoming The Odyssey as part of the Unpack ’26 forecast.
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Several destinations, both expected contenders and surprise breakouts, have since emerged as Set-Jetting standouts this year:
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- Yorkshire, U.K. — Search interest spiked by 60% in the first six weeks after the release of the Emily Brontë adaptation, and searches for this summer are up 35% year-over-year.
- Muskoka, Canada — Interest climbed by 110% after the debut of Heated Rivalry, alongside strong interest in other featured cities including Boston (+85%), Montreal (+65%), and Toronto (+55%).
- Rome — As Emily in Paris expanded its storyline in season 5, so did interest from fans of the show, with searches for the city increasing by 35% in the two months after the season dropped.
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With an influx of movies and shows planned for summer releases, the 2026 Summer Set-Jetting Forecast highlights a fresh slate of screen-inspired destinations poised to transform on-screen scenes into warm-weather travel plans, from the historic sites of Williamsburg, Virginia, to the dramatic peaks of Italy’s Dolomites.
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The 2026 Summer Set-Jetting Forecast | |
Destination | Film/Series Inspiration |
Rhode Island, U.S. | The Real Housewives of Rhode Island |
Devon, U.K. | Sense and Sensibility |
The Dolomites, Italy | Cliffhanger |
Williamsburg, U.S. | Young Washington |
Nantucket, U.S. | The Five-Star Weekend |
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Read more about Set-Jetting here.
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*Notes to Editor:
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Online mentions of domestic destinations based on global social media mentions about summer domestic vacations between February 1-April 29, 2026 vs. February 1-April 29, 2025.
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Third-party research was conducted by market research partner OnePoll in accordance with the Market Research Society’s Code of Conduct. The Study was conducted online among 11,000 adult respondents across nine countries who travel and have stayed in a hotel.
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Expedia — Destinations of the Summer
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Destinations of the Summer list based on increases in accommodation searches on Expedia for travel between May 23-August 31, 2025 vs. May 22-August 31, 2026.
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Hotels.com — Hotel Hop Summer
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Hotel Hop Summer data supported by increase in attach (hotel + hotel) demand on Hotels.com globally in 2024 and 2025 for summer vs. other seasons.
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Online mentions based on news, broadcast, and social media mentions of classic road trips and bleisure travel from March 16, 2025 to March 8, 2026, vs. March 17, 2024 to March 7, 2025.
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Vrbo – Beach Readaways
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Beach Readaways data based on searches on Vrbo from June 1, 2025 to March 9, 2026, for travel from May 22, 2026 to August 31, 2026, vs. June 1, 2024 to March 9, 2025, for travel from May 23, 2025 to August 31, 2025.
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Reviews data based on global mentions in post stay reviews collected on Vrbo from May 1, 2023 to April 30, 2024, vs. May 1, 2024 to April 30, 2025.
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Online mentions based on news, broadcast, and social mentions between September 15, 2025-March 16, 2026, vs. September 15, 2024 to March 16, 2025.
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Kick Off or Take Off:
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Kick-Off Destinations based on increases in accommodation searches on Expedia and Hotels.com for travel between June 10-July 20, 2026 vs. June 10-July 20, 2025.
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Take-Off Destinations data based on Average Daily Rates and accommodation searches on Expedia and Hotels.com from August 4, 2025 to February 1, 2026, for stays between May 22-September 30, 2026.
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2026 Summer Set-Jetting Forecast
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Set-Jetting data based on increases in accommodation searches on Expedia and Hotels.com for travel between May 22-August 31, 2026 vs. May 23-August 31, 2025, during specific periods following the release of a film or TV series.
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Heated Rivalry data based on accommodation searches made on Expedia.co.uk from January 12 to February 1, 2026, for travel between January 12-December 31, 2026 vs. the same period in 2025.
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About Unpack ’26 Summer
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Q: What is Unpack ’26 Summer?
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A: Unpack ‘26 Summer highlights summer travel trends and is a seasonal update on the Unpack ’26: The Trends in Travel™ report released in October 2025. The Unpack ‘26 Summer report draws on first-party data from Expedia, Hotels.com, and Vrbo and social listening, and builds on first-party and traveller insight data from Unpack ’26 to forecast traveller behaviour this summer.
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Q: What makes Unpack ’26 Summer a credible source for travel trends?
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A: The report combines real-time platform data from millions of users and builds on third-party research conducted by OnePoll, following the Market Research Society’s Code of Conduct, first shared in the Unpack ’26 report. Findings are backed by behavioral insights, booking patterns, and cultural signals, making it a trusted resource for media, industry leaders, and travellers alike.
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Q: What are the key travel trends identified in Unpack ’26 Summer?
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A: The report spotlights several major trends shaping summer travel in 2026:
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- Kick Off or Take Off: Diverging travel behaviour during this summer’s international soccer tournament in North America
- Destinations of the Summer: Trending summer hotspots
- Hotel Hop: Multi-hotel itineraries motivated by road trips, bleisure travel, and event travel
- Beach Readaways: Literary-themed beach retreats
- Set-Jetting: Screen-inspired travel
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Q: Where can I access the full Unpack ’26 Summer report and assets?
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A: Visit www.expedia.com/newsroom for the full Unpack ’26 Summer report, downloadable assets, and brand-specific insights from Expedia, Hotels.com, and Vrbo.
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About Expedia Group
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Expedia Group, Inc. (NASDAQ: EXPE)
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is the global travel marketplace with one purpose: to help travellers explore the world, one journey at a time. Expedia Group™ connects travellers, partners, and advertisers through its trusted brands, leading technology, and rich first-party data, delivering predictive, personalized experiences that shape the future of travel.
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Expedia Group’s ecosystem includes three flagship consumer brands — Expedia®, Hotels.com®, and Vrbo® — one of the largest B2B travel businesses, and a premier advertising network. Guided by an experienced and passionate global team, Expedia Group helps millions of travellers in more than 70 countries explore the world with confidence and ease.
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© 2026 Expedia, Inc., an Expedia Group company. All rights reserved. Expedia Group and the Expedia Group logo are trademarks of Expedia, Inc. CST: 2029030-50.
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For more information, visit www.expediagroup.com.
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