New data from “Unpack ’26” trends report reveal a rise in “Readaways” — literary trips that prioritise pages.

Travellers are rewriting the rules of holiday planning in 2026, trading packed itineraries for peaceful escapes centred around books. According to Vrbo’s latest insights in the annual Unpack ’26 travel trends report, 91% of travellers are seeking getaways centred around reading, relaxation, and quality time with loved ones.* The rise of “Readaways” — literary-themed holidays designed for unwinding with a good book — is reshaping how people plan their time off.

“It’s not new to take a stack of books on holiday, and that’s not what Readaways are,” says Melanie Fish, VP of Communications at Expedia Group. “These are restful retreats shared with fellow book-lovers, where the real adventures unfold on the page – from a quiet corner in a cosy library, a porch swing, or a pool lounger.”

The Readaway trend is fueled by the popularity of #BookTok and a growing appetite for purposeful travel experiences. Pinterest searches for “book club retreat ideas” have surged by 265%, while Vrbo has seen reading-related terms such as “library” or “reading retreat” in guest reviews nearly triple globally.* Travellers are increasingly seeking coastal homes, chalets, and countryside retreats that have tranquil settings and reading nooks, ideal for literary immersion.

Vrbo’s Top Recommended Rentals for Readaways in 2026:

• The Book House No. 43 — Columbus, Ohio, U.S.
• Family-Friendly Cottage — Gnarrenburg, Lower Saxony, Germany
• The Library Retreat — Pine Plains, New York, U.S.
• Lyra — Kangaroo Valley, New South Wales, Australia
• The Literary House — Sorrento, Italy
• Novel Retreat – Austin, Texas, U.S.
• Luxury Mid-Century Home – North Berwick, Scotland
• The Honeypot Cabin – Broken Bow, Oklahoma, U.S.
• Forest House – Orcas Island, Washington, U.S.

See more inspiration on the best Readaways here.

Notes to Editors

*Vrbo  — Readaways

Pinterest data based on Pinterest 2025 Summer Trend Report.

Top Readaways on Vrbo based on global guest reviews with reading-related terms such as “reading retreat” or “library.”

*Third-Party Methodology  
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 24,000 adult respondents across 18 countries, who are planning domestic or international travel in the next three years. Gen Z respondents are defined as those aged 18 to 24, while the combined Gen Z and Millennial group includes all respondents aged 18 to 44. 

About Unpack ’26

Q: What is Unpack ’26?
A: Unpack ’26 is the annual global travel insights report from Expedia Group, building on years of trend forecasting and traveller behaviour analysis. It draws on first-party data from Expedia, Hotels.com, and Vrbo, along with insights from 24,000 travellers across 18 countries, making it one of the most comprehensive travel trend reports in the industry.

Q: What makes Unpack ’26 a credible source for travel trends?
A: The report combines real-time platform data from millions of users with third-party research conducted by OnePoll, following the Market Research Society’s Code of Conduct. Its findings are backed by behavioural insights, booking patterns, and cultural signals, making it a trusted resource for media, industry leaders, and travellers alike.

Q: Where can I access the full Unpack ’26 report and assets?
A: Visit https://www.expedia.co.uk/newsroom/ for the full Unpack ’26 report, downloadable assets, and brand-specific insights from Expedia, Hotels.com, and Vrbo.