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2026 is the Year of More.

Travelers aren’t slowing down. 

Travel isn’t a luxury - it’s essential.

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Kidfluence (6)
  • Kidfluence
    Kidfluence
  • Little Treat Travel
    Little Treat Travel
  • Tailgate Tourism
    Tailgate Tourism
  • Time Travel
    Time Travel

Priceline Guests Spend Smarter - and More On-Property

Here’s the real advantage for hotels: when Priceline guests find a great deal, they don’t pocket the savings — they reinvest them into their stays:

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Hotel takeaway: Priceline demand is both resilient and revenue-rich, filling rooms while fueling incremental spend. 

Travel Trend Vertical Assets- WIP (LinkedIn Post) (3)

"Travel has become non-negotiable for travelers everywhere. Even when budgets are tight, they make room for vacations - and when they do, they spend thoughtfully on the experiences that matter most. For hotels, that creates dependable demand and new upsell opportunities."

- Traci Mercer, Chief Commercial Officer

How Travelers Are Changing in 2026

Guests aren’t just traveling more — they’re traveling differently. These four shifts are creating the biggest opportunities for hotels:

Little Treat Travel

Travelers are opting for little treats in the form of spur-of-the-moment indulgent trips.
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Little Treat Travel
Travel Trend Vertical Assets- WIP (LinkedIn Post) (9)

Kidfluence

Children now influence not only the destination, but also the hotel choice itself.
 
Top family-friendly features that drive bookings: 
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Kidfluence (38)
Travel Trend Vertical Assets- WIP (LinkedIn Post) (11)

DéjàView

It’s a chance to recharge by revisiting old favorites in new life stages, often with modern upgrades that seamlessly blend the past and the present. 
 
Past-Porting Stats
Past-Porting
Travel Trend Vertical Assets- WIP (LinkedIn Post) (8)
Top Nostalgic Locations:
Disney Parks
Disney Parks
National Parks
National Parks
Historic Cities
Historic Cities
Beach Towns
Beach Towns

Midwest Quests

Affordable, authentic, and packed with Americana, the Midwest is emerging as a top alternative to the coasts.
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Midwest Quest
MidWest Asset

Traveler trends may shift year to year — but one thing is certain: our customers trust Priceline to help them find the right hotel that fits their needs.

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Hotel takeaway: Priceline is more than a booking engine — it’s your guest discovery and loyalty platform. We introduce guests to your hotel, bringing you to travelers who return again and again.

Discovery is Getting Even Smarter On Priceline

With Penny, our AI trip assistant, travelers can surface hotels that highlight the exact amenities they care about — from waterslides and stadium proximity to spa perks and family suites.

Download 2026 Report
Penny Travel Trends

Methodology
Third-party research was conducted on behalf of Priceline by Current Forward, a U.S.-based consumer research and brand strategy company. The survey was conducted online in the United States from August 18 – September 5, 2025, among a nationally representative sample of 3,006 adults ages 18 - 79 who have traveled at least 100 miles from their home by plane or car within the last year. Gen Z is defined as those born 1997 - 2006; Millennial is defined as those born 1981 - 1996; Gen X is defined as those born 1965 - 1980; and Boomers are defined those born 1946 - 1964.