Booking.com's 2027 Travel Predictions: Group Budgets, Wellbeing and Recovery-First Stays

Booking.com's annual Travel Predictions report is a guide to what the largest OTA will push partners toward next year. The 11th edition, published 21 October 2026 with commentary from Matthias Schmid, SVP of Accommodations, draws on an online survey of 28,230 adults across 32 markets (July–August 2026, ±0.6%).

Group travel and money

50% of travelers have reconsidered whom to invite because of differing budgets, 51% have had tension on a trip over spending, and 56% have chosen a companion for their eye for value. Schmid suggests clear per-person pricing, visible inclusions and flexible room and activity choices, with cost-splitting and flexible payment timing as emerging differentiators.

Wellbeing and food

67% say a health or lifestyle change has influenced travel choices; 58% would consider dietary preferences when choosing accommodation. 79% say at least one healthier hotel food option matters, 35% value high-protein meals, 32% want personalised meals and 61% like mindful eating options.

Recovery-first travel

85% say they have come home from a holiday more tired than when they left. Booking.com calls the response "recovery maxxing" and suggests AI tools that cut planning friction, plus highlighting peaceful amenities and services that reduce decisions during the stay.

Traditional experiences

74% are interested in culinary experiences and 68% in crafts such as pottery, textile-making and wood carving, so easy discovery and booking of local guides and workshops is recommended.

The research was commissioned by Booking.com.