KAYAK Predicts: Well-th trips, next gen destinations, and small-town escapes to define travel this year

Rhea-AI Summary

KAYAK (BKNG) released its 2026 "What the Future" report, combining billions of KAYAK searches, TikTok community signals and a survey of 14,153 Gen Z and Millennial travelers to identify 10 travel trends for 2026.

Key findings: 41% of Gen Z/Millennials trust AI recommendations over friends, trending destinations include Cork, Chongqing, Harbin, and TikTok hashtag growth signals large demand shifts (e.g., #hiddengems +50%, Aurora searches +2300%). Payment flexibility, wellness-focused trips, small-town escapes and short trips are highlighted as behavior drivers for the year.

Positive

• 41% of Gen Z/Millennials trust AI travel recommendations
• #hiddengems TikTok posts rose more than 50%
• Top 10 emerging destinations identified, led by Cork
• 97% plan to travel for a major event in 2026

Negative

• 69% Gen Z prefer destinations off social feeds, reducing viral hits
• 35% Gen Z say BNPL determines how many trips they can take
• #slowtravel posts increased nearly 330%, shifting demand toward longer, lower‑frequency stays

News Market Reaction

+0.12%

1 alert

+0.12% News Effect

On the day this news was published, BKNG gained 0.12%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Survey respondents: 14,153 travelers AI trust level: 41% Off‑feed Gen Z: 69% +5 more

8 metrics

Survey respondents 14,153 travelers Gen Z and Millennial leisure travelers across 9 countries

AI trust level 41% Gen Z and Millennial travelers trusting AI over people/social

Off‑feed Gen Z 69% Gen Z preferring destinations not seen on social feeds

Off‑feed Millennials 66% Millennials preferring destinations not seen on social feeds

#hiddengems growth 50% Increase in #hiddengems posts on TikTok year over year

Event travel intent 97% Gen Z and Millennial travelers planning to travel for a major event in 2026

Small‑town preference 84% Travelers preferring smaller towns for 2026 escapes

Short‑trip planners 63% Surveyed travelers planning several shorter trips in 2026

Market Reality Check

Price: $5001.84 Vol: Volume 246,539 is 40% abo...

normal vol

$5001.84 Last Close

Volume Volume 246,539 is 40% above 20-day average, indicating elevated trading interest. normal

Technical Price at 5187.02 trades 11.17% below 52-week high and below 200-day MA 5283.95.

Peers on Argus

BKNG fell 2.4% with elevated volume while key peers like ABNB -4.81%, EXPE -2.78...

1 Down

BKNG fell 2.4% with elevated volume while key peers like ABNB -4.81%, EXPE -2.78%, and RCL -2.33% also declined. Only TCOM appeared on the momentum scanner, down about 4%, suggesting weakness across several travel names but scanner-confirmed momentum in just one peer.

Historical Context

5 past events · Latest: Dec 22 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 22	Travel trends data	Positive	+0.6%	KAYAK 2026 travel trends forecast showing stronger demand and lower fares.
Dec 17	Marketing campaign	Positive	-1.8%	Athletic January moderation campaign with OpenTable and rebate expansion.
Dec 11	Tech integration	Positive	+0.1%	Maple–OpenTable AI phone integration for restaurant reservations.
Dec 09	Platform partnership	Positive	+0.3%	Allegiant Hotels launch powered by Rocket Travel by Agoda.
Dec 03	AI integration	Positive	-1.7%	Loman AI–OpenTable voice AI reservation management announcement.

Pattern Detected

Recent news tied to travel demand data and partnership/product launches often led to small price moves, with a mix of modest alignments and occasional negative reactions to otherwise positive updates.

Recent Company History

Over the past months, BKNG-related news centered on travel demand insights and ecosystem partnerships. On Dec 22, 2025, a KAYAK 2026 Travel Trends Forecast highlighting stronger demand and cheaper fares coincided with a 0.6% gain. Multiple OpenTable‑related integrations for restaurant reservation automation and an Allegiant hotel platform launch in early December produced only modest price changes. Against this backdrop, today’s KAYAK travel‑trend report adds another data‑driven view of evolving traveler behavior and AI’s growing role.

Market Pulse Summary

This announcement highlights KAYAK’s 2026 "What the Future" report, based on billions of searches an...

Analysis

This announcement highlights KAYAK’s 2026 "What the Future" report, based on billions of searches and surveys of 14,153 Gen Z and Millennial travelers, emphasizing AI‑driven planning, wellness‑focused trips, and small‑town escapes. Recent BKNG‑related releases have also centered on travel data and platform partnerships with relatively modest stock reactions. Investors may track how these behavioral shifts, especially the 41% AI‑trust figure and 84% small‑town preference, intersect with Booking’s product roadmap and demand patterns.

Key Terms

buy now, pay later

1 terms

buy now, pay later financial

"KAYAK's new "Buy now, pay later" filter migrates a preferred retail payment method..."

A payment option that lets a buyer take a purchase immediately and split the cost into a few smaller, scheduled payments instead of paying the full amount up front. For investors, it matters because it can boost sales and customer loyalty for merchants, create fee and interest income for the lender, and introduce credit, default and regulatory risks that can affect revenue and valuation much like a change in a company’s loan book or consumer demand would.

AI-generated analysis. Not financial advice.

"What the Future" Report Reveals the hotspots, emerging destinations and trends for 2026 as seen by KAYAK and TikTok

BOSTON, Jan. 15, 2026 /PRNewswire/ -- KAYAK, the world's leading travel search engine, has dropped its 2026 'What the Future' (WTF) Report, offering a look at the destinations and travel behaviors that will shape the year ahead. Along with exclusive community data from TikTok, the report focuses on the places and patterns that matter before they become mainstream news. In its second edition, the WTF report uses billions of KAYAK user queries to spotlight overlooked destinations offering lower prices, fewer crowds and more flexibility.

The 2026 edition adds results from a survey of 14,000 Gen‑Z and Millennial travelers, social and cultural research, and KAYAK executive interviews to deliver 10 trends shaping next‑gen travel.  Chief among them, the impact of AI on our travel planning, with 41% of those surveyed saying they'll trust an AI recommendation over friends and social media.

"In 2026, AI will become an even more powerful, invisible engine behind travel, anticipating what travelers need before they ask and removing friction at every step. The future of travel isn't just smarter; it's more human and personalized, with technology enhancing the experience along the way, " said Matthias Keller, Chief Product Officer, KAYAK.

"TikTok is reshaping how people explore the world, and is home to a vibrant culture of search and discovery when it comes to planning travel – from flights, to hotels, to destinations, and beyond," said David Hoctor, Vertical Director of Travel, Global Business Solutions at TikTok. "KAYAK has identified a number of emerging travel behaviors that we are seeing play out in real-time on TikTok, from microtravel trips with friends, to "gasp-away" dream vacations with their loved ones. We're thrilled to see these trends take shape in the year ahead as travelers plan their next trips.

KAYAK 2026 WTF Travel Trends

Not-yet-Tok'd

2026 is the year of rewriting popular travel routines, by swapping trending places from all over the internet, with the next "gen of destinations" not seen on social media so far. 69% of Gen Z and 66% of Millennials prefer places off their feeds. #hiddengems posts rose more than 50% on TikTok last year.

KAYAK's 2026 Top 10 Emerging Destinations, full list HERE

Rank	Destination	Country
1	Cork	Ireland
2	Chongqing	China
3	Harbin	China
4	Zakynthos	Greece
5	Shenzhen	China
6	Almaty	Kazakhstan
7	Hilo (Big Island)	United States
8	Noumea	New Caledonia
9	La Romana	Dominican Republic
10	Luxembourg	Luxembourg

Booked now, paid later
When wallets are tight, flexible payment matters more. 35% of Gen Zs and 31% of Millennials travellers surveyed say credit or installment plans will decide how many trips they can actually take in 2026. KAYAK's new "Buy now, pay later" filter migrates a preferred retail payment method into a travel facilitator.

Gasp-aways
Itineraries that inspire awe are trending. TikTok searches for Aurora Borealis jumped by +2300% in the US in mid November '25 vs the week prior.  From solar eclipses to meteor showers, 63% of next generation travelers say natural wonders will guide their travel plans in 2026.

Your pal, AI
Seeking travel recommendations from family or friends? That is SO last trip. AI is the new, trusted travel BFF for Gen Z and Millennials. 41% Gen Z and Millennial travelers trust AI recommendations more than people and social media, because it draws from millions of sources, 34% say AI feels more accurate and up to date than peer suggestions.

Wellth trips
"Well-th" is the new wealth for Gen Z and Millennial travelers. More than 60% of next gen travellers, name mental reset as their top travel priority, while #wellnesstravel posts rose 150% in the TikTok community. Willing to invest more, next gen travelers redefine luxury travel as showing up rested, not showing off.

Little big trips
Small towns are the new happy place. 84% of travelers would prefer a smaller town for their 2026 escapes, as they expect lower prices and less crowds, but more authenticity. Here's where TikTok continues to validate, with one in five travelers saying social posts inspired them to visit a village.

The main event
Travelling to an event in 2026? You are not alone! 97% (!) of Gen Z and Millennial travelers plan to travel for a major event in 2026. Whether a major sporting competition, a concert or a festival, 2026 big events are not the reason to travel, they are the trip.

Headspace holidays
Slow down to feel more. 2026 travel is about catching some breath vs frantically ticking boxes on the bucket list.  #slowtravel posts increased nearly 330% on TikTok in 2025. More than half of surveyed travelers say slower travel clears their heads with a clear preference of quality over quantity on the road. 

Nanocations 
Short trips deliver big benefits. #weekendgetaways content on TikTok rose more than 60%. Nearly 63% of KAYAK surveyed travelers plan several shorter trips in 2026, choosing quick changes of scenery for instant relaxation.

Soft adventures
Soft adventures rule. Instead of extreme challenges, 25% of travelers prefer light adventure combined with relaxation, such as a morning run followed by beach time or a moderate hike topped with a cold drink. In 2026, adventure doesn't mean roughing it.

Learn more about KAYAK's WTF 2026 trends HERE.

Methodology
Survey insights
Travel trends for 2026 were identified based on survey conducted by WALR among 14,153 Gen Z (18-28 y.o.) and Millennial (29-44 y.o. ) respondents in the US, UK, Canada, Brazil, Spain, France, Germany, Denmark and Sweden who travel for leisure purposes in the last two years. The survey was conducted using an online methodology. A sample of 2,029 people were polled in the US, and all other markets had a targeted minimum sample of 1,500 completes. The research fieldwork was conducted from October 1 - 10, 2025.

The survey insights regarding the desire to visit new destinations are based on an online survey conducted by PureSpectrum among 2,012 consumers residing in the US who travel internationally for leisure at least once a year. Fieldwork for the research took place between August 13th and 20th, 2024. 

KAYAK data analysis
Based on flight and hotel searches made on KAYAK.com and associated brands in the period between April 1, 2025 and September 30, 2025 for travel between January 1, 2026 - December 31, 2026. They were compared to the same search and travel period in 2024 and 2025.

TikTok data analysis
TikTok analyzed video creation trends and hashtags used by its community between January 1, 2025 and November 30, 2025. These were then compared to the hashtags added during the same period in 2024.

About KAYAK
KAYAK, part of Booking Holdings (NASDAQ: BKNG), is the world's leading travel search engine. With billions of queries across our platforms, we help people find their perfect flight, stay, rental car and vacation package. Trusted by millions of travelers, the KAYAK app makes travel planning seamless on iOS and Android, and we also support business travelers with our corporate travel solution.

View original content to download multimedia:https://www.prnewswire.com/news-releases/kayak-predicts-well-th-trips-next-gen-destinations-and-small-town-escapes-to-define-travel-this-year-302662197.html

SOURCE KAYAK

FAQ

What did KAYAK (BKNG) report about AI influence on travel planning for 2026?

KAYAK found 41% of Gen Z and Millennials trust AI recommendations more than friends or social media.

Which emerging destinations did KAYAK (BKNG) highlight for 2026?

KAYAK's top emerging destinations list is led by Cork, Chongqing, Harbin, followed by Zakynthos, Shenzhen and others.

How is TikTok data influencing KAYAK (BKNG) travel trends for 2026?

KAYAK used TikTok signals showing hashtag growth (e.g., #hiddengems +50%, Aurora searches +2300%) to surface rising demand.

What payment trends did KAYAK (BKNG) identify that could affect 2026 bookings?

Survey respondents said flexible payments matter: 35% of Gen Z and 31% of Millennials say credit or installment plans affect trip frequency.

How significant are wellness and small‑town travel trends in KAYAK's (BKNG) 2026 outlook?

KAYAK reports >60% of next‑gen travelers prioritize mental reset and 84% prefer smaller towns for 2026 escapes.