{"id":17971,"date":"2026-05-21T08:43:24","date_gmt":"2026-05-21T08:43:24","guid":{"rendered":"https:\/\/www.expedia.co.uk\/newsroom\/?p=17971"},"modified":"2026-05-21T08:43:24","modified_gmt":"2026-05-21T08:43:24","slug":"unpack-26-summer-travel-trends","status":"publish","type":"post","link":"https:\/\/www.expedia.co.uk\/newsroom\/unpack-26-summer-travel-trends\/","title":{"rendered":"Unpack \u201926 summer travel trends: domestic demand rises and hotel prices drop in popular international destinations"},"content":{"rendered":"\n

Hotel hopping boom: travellers double up stays to chase live events and make the most of bleisure escapes this summer<\/em><\/strong><\/p>\n\n\n\n

Kick Off or Take Off? Football fever sends fans to host cities as savvy travellers head elsewhere for deals<\/em><\/strong><\/p>\n\n\n\n

Lights, camera\u2026 getaway: film and TV hits spark a summer surge in screen\u2011inspired travel<\/em><\/strong><\/p>\n\n\n\n

Today, <\/strong>Expedia Group has released its Unpack \u201926 Summer: The Trends in Travel<\/a>, the latest edition of its industry-leading report, revealing how travel behaviour is shaping summer travel decisions.<\/p>\n\n\n\n

Demand for domestic travel is dominating summer holiday planning. Social conversation about domestic holidays has increased by 77% year-over-year globally, while 45% of Britons are more interested in UK breaks than they were last summer.* From major sporting events and concerts to screen-inspired travel, Unpack \u201926 Summer builds on insights from the flagship Unpack \u201926: The Trends in Travel\u2122<\/a> report to highlight where travellers are headed this summer. Each trend is backed by first-party data from Expedia\u00ae and Hotels.com\u00ae, as well as insights from travellers and social listening.<\/p>\n\n\n\n

\u201cThis summer, travel isn\u2019t slowing down – it\u2019s being reshaped,\u201d said Melanie Fish, Travel Expert and Spokesperson at Expedia Group. \u201cAs major global events and rising costs influence decisions, travellers are either staying closer to home or seeking out destinations where they can get more for their money.\u201d<\/p>\n\n\n\n

Expedia – Destinations of the Summer<\/strong><\/p>\n\n\n\n

Domestic travel is shaping up to be the season\u2019s unexpected but understandable travel trend. Rather than far-flung destinations, more travellers are gravitating towards nearby escapes, from beach towns to walking trails just a short drive or quick flight away. \u200bSearches for coastal towns like Scarborough and Tenby are up 40% this summer, and interest in rural destinations or hotspots with easy access to national parks have spiked too.  <\/p>\n\n\n\n

2026 Destinations of the Summer \u2013 The Stay-Here Summer <\/strong><\/strong><\/td><\/tr>
Destination<\/strong><\/td>% Search Increase<\/strong><\/td>Key Draw(s)<\/strong><\/td><\/tr>
Bishop\u2019s Stortford, Hertfordshire<\/td>90%<\/td>Historic market town, access to rural walking routes<\/td><\/tr>
Sudbury, Suffolk<\/td>60%<\/td>Scenic countryside, arts and antiques, gateway to Constable Country<\/td><\/tr>
Reading, Berkshire<\/td>60%<\/td>Riverside walks, dining and easy London access<\/td><\/tr>
Nottinghamshire<\/td>40%<\/td>Castles, stately homes and Sherwood Forest<\/td><\/tr>
Scarborough, North Yorkshire<\/td>40%<\/td>Classic British seaside resort<\/td><\/tr>
Harrogate, North Yorkshire<\/td>40%<\/td>Elegant spa town and Yorkshire Dales gateway<\/td><\/tr>
Tenby, Pembrokeshire<\/td>35%<\/td>Tenby Harbour, Caldey Island (accessible by boat) and Pembrokeshire Coast Path<\/td><\/tr>
Glasgow<\/td>30%<\/td>Live music, nightlife and museums<\/td><\/tr>
Paisley, Renfrewshire<\/td>30%<\/td>Paisley Abbey and cultural \/ textile heritage<\/td><\/tr>
Canterbury, Kent<\/td>30%<\/td>UNESCO-listed cathedral city with historic charm<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Explore the Destinations of the Summer<\/a>.<\/p>\n\n\n\n

Hotels.com <\/strong>– Hotel Hop Summer<\/strong><\/p>\n\n\n\n

Hotel Hopping – booking multiple hotels on a single trip – is gaining momentum as travellers look to experience more of the destination and make the most of their stays, with demand increasing during the summer season.<\/p>\n\n\n\n

This summer, key motivations for hotel hopping include:<\/p>\n\n\n\n