What if your next vacation could be the perfect opportunity to do something you never imagined? In 2027 travel vibes shift: fewer expectations to meet, more drive to experiment… even if it means shocking yourself. The stories come from Booking.com’s Travel Predictions 2027, now in its eleventh edition; the guiding thread is Going Off-Script, the desire to abandon pre-written plans to follow emotions, curiosity and personal desires. But let’s look in detail at nine travel trends from Booking.com for 2027.
Plot Twist Trip
There are those who want to give their inner circle a little twist. For 36% of travelers, indeed, the idea of surprising friends and family makes the choice of destination or experience even more appealing. Picture the reaction of the WhatsApp group when photos of a super-glam friend tackling a muddy trek appear. Unexpected? Absolutely. And perhaps that’s precisely what’s wonderful about it: returning with a story no one would have foreseen.
Social Currency
Organizing a group trip? A wonderful idea, but you need tastes and ideas that align for it to work. According to 51% of those surveyed by Booking.com, there have been budget-related discussions, while 38% even ended up excluding someone from a vacation. Among parents there is also a desire for spaces of one’s own, with as much as 61% wanting a child-free trip. Yet, as also shown in the Travel Trends 2027 by Skyscanner, people still love to take group journeys.
Vibe Check(In)
81% of travelers would consider a destination mainly for the emotions they want to experience. Total relaxation, adrenaline, lightness, the need to disconnect: the mood could guide the choice even before geography. 76% would be interested in using tools that can suggest places aligned with their mood. And this is where technology steps in.
Among Gen Z, 76% say they are willing to share data from smartwatches, smartphones and emotional indicators to obtain personalized recommendations. Among the Baby Boomers, the share drops to 36%. The vacation, in practice, could become a kind of emotional playlist. Only, instead of songs, there are cities, landscapes and experiences to live.
The All-Exclusive
All-inclusive isn’t disappearing, but it may take on a different look. More and more people want to decide what truly belongs in their vacation, without paying for services they won’t use. 67% of respondents say wellness, diet or lifestyle changes have already influenced their travel decisions. 66% would like more flexible packages, from which to remove anything that doesn’t interest them. And for 58% even dietary preferences can steer hotel or destination choices. The new luxury? Not having everything at hand, but being able to choose what really matters, even if it means giving something up.
Trip to the Beyond
The paranormal tourism could carve out a surprising space in 2027. 65% of travelers are drawn to experiences related to unexplained phenomena, places deemed haunted, and supernatural stories. But it’s not only about adrenaline or movie-like atmospheres. 48% would be willing to take part in experiences in the hope of making contact with people who have passed away, while 50% show curiosity toward activities addressing the big questions about existence and the afterlife. And even in Italy, esoteric villages are certainly not scarce!
PTO Powered by AI
For 58% of respondents, the thought of returning home spoils at least part of the last hours of relaxation. And 38% admit to bringing a laptop along to keep an eye on work. In 2027 artificial intelligence could help manage some tasks while we’re away from the desk. 64% would be interested in delegating professional activities to it during holidays and 43% would feel comfortable entrusting it with emails and administrative duties. The most curious figure? 44% would gladly use the AI support to catch up on updates on return and, at least in theory, grant themselves an extra day off without drawing too much attention.
Hotel in the Sky
Does travel begin when you reach the hotel? Not for everyone. In 2027 even the hours spent in the air could become a moment dedicated to well-being. 89% of respondents admit they would be willing to endure a long-haul flight, provided it leads to a more rested arrival. Among the services desired are menus and guidance on caffeine intake designed to promote sleep (33%), lighting systems designed to reduce jet lag (20%) and skincare kits (19%). 24% would even want quiet, adults-only zones.
Sweat Synergy
Even solo vacations are evolving: 66% of those who have traveled alone say they have made friends and formed lasting bonds, especially in shared physical activities such as trekking; in short, you set off on your own but a sense of community during a sporty holiday is not ruled out.
Trailside Therapy
Travel instead of couples counseling? According to 47% of respondents, it could be a good idea… and according to 81% the activities done together could even facilitate dialogue, addressing delicate topics in a more sensitive way.
