Priceline's 2027 Travel Trends Report: Eight Trends from TripMaxxing to Personality Mapping

Priceline's new consumer research points to value-driven trip planning and a growing appetite for AI personalization among US travelers.

Priceline released its 2027 Where to Next? Travel Trends Report on 13 October 2026, built on a Wakefield Research survey of 3,000 US adults (11–22 August 2026), a Zappi survey of 2,000 adults on viral foods (18–20 September), and Priceline search and pricing data from May 2025 to May 2026.

Selected trends

• TripMaxxing: 70% choose a destination based on how far their money will stretch; 62% cut back on one trip element to upgrade another; 42% would accept an eight-hour layover for a high-end hotel.
• GLP VIP: 85% of GLP-1 users say the medication changes how they vacation; 74% say a GLP-1-aware hotel would influence their choice and 28% would pay more for one.
• High-Touch Hospitality: 37% have returned to a hotel because of a memorable staff interaction; 66% say exceptional attention makes a stay memorable and would pay extra for it.
• Personality Mapping: 45% would share personal details with AI for a more tailored trip, including 61% of Gen Z and 62% of Millennials.
• Phone to Table: 80% of Gen Z and Millennials would consider booking a trip for a food experience.
• Party On: 75% direct budgets toward daytime activities over nightlife.
• Also covered: Checkmark Chasing and Vacation Vetting.

Trending destinations

Based on year-over-year search growth, domestic picks are Birmingham (AL), Block Island (RI), Beacon (NY), Snoqualmie (WA) and Bayfield (WI). International picks are Fes, Innsbruck, Miches, Adelaide and Da Nang.

Lesley Klein, SVP of Strategy and Brand Marketing at Priceline, said travelers are "more deliberate about what they want a trip to deliver."