Priceline has just released its annual report, Where to Next?
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The report digs deep into travel trends, consumer behavior, and popular destinations that have come out of the woodwork. Looking back at 2026’s travel behavior and relying on traveler surveys, Priceline’s experts forecast what the future of travel holds.
According to the data and analysis, Americans are narrowing in on meaningful travel experiences—and they aren’t afraid to stretch their budget to do so. According to Priceline SVP Lesley Klein, “The clearest signal from this year’s research is that travelers are being more deliberate about what they want a trip to deliver.”
So, what does that actually mean in practice? And how are GLP-1s involved? (Yes, travel trends are skewing toward popular GLP-1s like Ozempic.) Here’s a closer look at the eight travel trends identified by Priceline’s Where to Next? report.
Top 8 travel trends, according to Priceline’s Where to Next?
Americans are zeroing in on a few important factors when they plan and book travel in 2026. Do you fit into any of these categories? I’ve saved the most interesting travel trends for last.
TripMaxxing
According to Priceline, 62% of Americans cut back on one aspect of a trip to maximize another. For example, 18% of respondents said they would trade an eight-hour layover if it meant they could book a high-end hotel. Another example is swapping basic, in-room breakfasts for five-star dinners. In short, travelers are looking to maximize their trip with savvy compromises.
Checkmark Chasing
A whopping 80% of Americans said they’re interested in joining a checklist travel goal. A checklist travel goal involves visiting select, interconnected destinations—like attending matches at all 32 NFL stadiums or visiting all 50 states. For 32% of respondents, completing a travel checklist that means a lot to them would be more fulfilling than booking a once-in-a-lifetime vacation.
Party On
Americans are stressed out—and partying seems to be the answer for some travelers. According to Priceline, a whopping 75% of respondents said they are directing their daytime travel budgets toward festivals and pool parties. In fact, 68% make a plan to party together during group trips.
High-Touch Hospitality
Americans are looking for helpful, warm hospitality now more than ever before. In fact, according to Priceline, 66% of survey respondents would actually pay more for attention that is courteous and memorable. (If you’re looking for this type of treatment, go with higher-end hotels—quality hospitality is a marker of luxury stays.)
Personality Mapping
Americans are also looking for ‘me’ trips, which Priceline defines as tailored and detail-oriented itineraries that reflect their interests and identities. 61% of Gen Zers and 62% of Millennials said they would share personal details if it meant they could guarantee a highly personalized trip plan. This is the idea behind many AI travel tools. (Like Priceline’s Penny, for example.)
Vacation Vetting
Priceline found that 66% of American travelers have wondered whether their destination could become their new hometown. In fact, 21% of Americans admitted to moving to a city that they first visited as a tourist. Of that number, 46% said they made the move within the year. So, if you’ve ever had the urge to house hunt on a trip, you aren’t alone.
Phone to Table
80% of Millennials and Gen Zers would consider booking a trip just for a food experience. While some destinations (like Italy and Japan) are renowned for their culinary prowess, Americans are also interested in regional or locally distinctive dishes. Some will fly as far as Asia for the perfect meal, while others might settle for an internet-famous bite that’s located closer to home.
GLP VIP
Priceline’s most intriguing travel trend revolves around GLP-1 users. According to the survey, 85% of GLP-1 users say that the medication changes how they travel. They’re eager to find hotels that offer things like medication refrigeration, protein-forward menus, and fitness options that suit their needs. In fact, 74% said they would change travel plans to stay at a GLP-1-friendly hotel, and 28% would also pay more for a room.