Travelers reports list top vacation destinations and trends for 2027

Some top destinations for next year include South Lake Tahoe and Monterey, California, as well as Sedona, Arizona, and some smalltown retreats.

As travelers start planning their 2027 trips, several travel reports highlight the growing importance of personal interest, flexibility and experience when travel planning. For 2027, favorite travel destinations are scenic and feature many cultural experiences for its visitors. Travelers are also seeking exclusive merchandise, joy and wellness opportunities on their trips next year.

Some reports note that many travelers are planning West Coast trips next year. Expedia Group’s Unpack ’27 report includes both South Lake Tahoe, California, and Sedona, Arizona, as some of the fastest growing travel destinations for 2027.

Booking.com’s 2027 Travel Predictions report also listed Monterey, California, as a hot spot to watch, known for its dramatic coastline, abundant marine life and popular Monterey Bay Aquarium.

Skyscanner’s Travel Trends 2027 report lists Vero Beach, Florida; Destin, Florida; and Daytona Beach, Florida as popular domestic travel spots for next year. The report explains that travelers are looking beyond Florida’s busiest beach resort towns for a vacation spot, making places like Vero Beach ideal with its more relaxed pace of coastal living.

While beach and mountain getaways may be the first destinations that come to mind when considering a vacation spot, Expedia’s report notes that there is growing interest in some landlocked destinations. In the past year, Vrbo searches have risen the most sharply for destinations such as Bentonville, Arkansas; Deadwood, South Dakota; and Lincoln, Nebraska. Some other popular landlocked destinations include Broken Bow, Oklahoma; Coeur d’Alene, Idaho; Asheville, North Carolina; Ann Arbor, Michigan; Lafayette, Louisiana; and Bloomington, Indiana.

Expedia says these smaller cities, college towns and lakeside escapes offer local character, cultural energy, outdoor access and a slower pace away from the usual coastal hotspots. The report notes that nearly 65% of travelers have gone on vacation to non-coastal destinations in the past 12 months, with the top driver for visiting landlocked spots being interested in local culture, food and art scenes, followed by a desire for exploration, fewer crowds and affordability.

And instead of crafting the perfect trip itinerary, Hilton’s newly released 2027 Trends Report shares that travelers are prioritizing trips that help them reset, gain perspective and make the most of their time away.

“We’re seeing that travelers are less interested in someone else’s definition of perfection and more focused on planning travel on their own terms,” says Chris Nassetta, president and CEO of Hilton. “This year’s report reinforces that people are looking for experiences that fit their lives, help them recharge and create meaning that lasts long after they’ve returned home.”

Staple souvenirs

According to Skyscanner’s Travel Trends 2027, 32% of U.S. travelers surveyed reported that they plan to bring home a souvenir from their trip. But these travelers aren’t just looking for any souvenir — Skyscanner reports that many travelers are eyeing location-exclusive merch they can’t buy online.

Some people even plan travels around coveted gifts and keepsakes.

“Merch Tourism is where culture, commerce and community collide on TikTok,” says Ola Quadrio, head of travel, client solutions for Skyscanner. “We’re seeing consumers turn brand and destination merchandise into status objects and, increasingly, into reasons to travel.”

Skyscanner reports that merch-driven trips aren’t merely vacations — the trips are like a mission that travelers have to complete. Shakaila Forbes-Bell, a fashion psychologist, offered her perspective for Skyscanner’s report.

“Many people think that shopping gives you a dopamine hit because owning new things makes us happy, but research shows that dopamine levels are highest in the lead-up to the purchase,” she says. “Anticipation is, therefore, the strongest source of joy. Merch tourism isn’t something you can easily come by. You can’t just pop into any store; there’s planning, sourcing, and scheduling involved, and this effort delivers the strongest hit of those feel-good hormones, which makes these items even more appealing.”

Forbes-Bell says some fashion brands have leaned into this trend by offering more sensation-seeking style experiences, from mystery bags to pop-up shops. When a bag, tote or mug becomes sought after, it’s often positioned as something only a “real traveler” would know about.

As an example, the everyday Trade Joe’s tote bag has become a globally recognized status symbol after going viral on TikTok. Skyscanner says 43% of travelers have taken a trip in the last 12 months for something they couldn’t get through online shopping. Additionally, 26% of Millennials are proud to buy a branded robe or cap from a historic luxury hotel on their vacation.

Trend in trip snacking

According to Hilton, more travelers are embracing shorter but frequent trips that are easier to plan and fit into everyday life. Hilton reports that people are making more with less, with 67% of travelers wanting to plan travel that allows them to experience a lot in a short amount of time, with 63% preferring to stay somewhere central with plenty to do nearby.

Expedia Group adds that searches on Hotels.com for one-night stays are up nearly 10% year over year. Expedia has dubbed these short stays as “trip snacking,” which is especially popular with Gen Z and Millennials.

Some popular “trip snacking” spots include Las Vegas and New York, which pack a lot of attractions and activity into a single destination.

Focus on joy and wellbeing

Un-Adulting is emerging as a trend among some travelers who want to reclaim childlike joys with getaways built around play, spontaneity and zero obligations. According to Expedia, 57% of travelers are likely to book a Un-Adulting trip in 2027, with rising interest in theme park events just for grown-ups, immersive attractions and nostalgic experiences. Expedia notes that a trip to Color Factory Chicago, an immersive art exhibit, as an example of a domestic Un-Adulting excursion.

According to Hilton’s report, travel is offering many people a break from everyday life, with some using it as a catalyst for personal growth. Hilton says three in four travelers (76%) agree that having a trip on the calendar gives them a purpose to work toward, and 42% say travel helped them to discover new interests or passions. Many Gen Z travelers are even coming home with new hobbies and interests they can pursue.

Additionally, Hilton’s report finds that many travelers are interested in wellness-related retreats. Nearly two-thirds (65%) of travelers seek experiences that calm the body and reset the nervous system, with 76% saying that travel enables them to recharge mentally and physically in ways they can’t easily achieve at home. Hilton adds that 79% say that fresh air and the outdoors are essential to how they relax while they travel.

People are also turning to travel to improve their relational wellbeing. Booking.com reports that almost half (47%) of travelers reported that they plan to resolve conflicts or arguments on a trip, and 81% report that a holiday activity helped them to have an honest or difficult conversation. Booking.com adds that hiking (35%) is the preferred activity for having tough conversations on vacation.