HomeToGo, the marketplace with the world's largest selection of vacation rentals and Europe's leading vacation rental group, presents its 2026 Travel Trends. Our forecast combines an external survey of 1,000 travelers (conducted Nov 27–29, 2025) with internal data from nearly 20 million search queries on hometogo.de (Aug 1 – Nov 15, 2025).

• High Demand: 82.2% of travelers plan to take a vacation in 2026, with 40.6% having already palnned at least one trip.

• Price Sensitivity: Price is the top priority for 55% of travelers when choosing a destination.

• Off-Season Appeal: 64.4% of people are open to traveling outside of peak periods to save money and avoid crowds.

• Hidden Gems: 19% of travelers are actively searching for under-the-radar locations.

To meet this demand, we have identified five key travel trends and five corresponding destinations for each. These emerging hubs - ranging from quiet coastal towns to creative centers - all share three "Hidden Gem" characteristics:

1. Each location has seen year-on-year search growth of over 100%.

2. None of these spots currently rank among the top 1,000 most-searched destinations for 2026, offering a true sense of discovery.

3. Stays in these areas cost an average of less than €80 per person per night, allowing travelers to discover new places for less.

Trend #1: Soulcation - The Art of Pausing

The vacation home as a sanctuary

In our fast-paced world, the 2026 travel landscape is shifting toward well-being. Modern travelers are moving away from hectic sightseeing and toward "consciously arriving." For these guests, the vacation home isn't just a place to sleep—it’s a private retreat designed for rest.

Why “soulcation” is booming

• Prioritizing peace: According to HomeToGo’s survey, 40.4% of travelers rank peace and relaxation as the most vital factors for their mental well-being when choosing a destination.

• The "Safe Space" advantage: Vacation homes offer a unique sense of freedom that hotels cannot - no breakfast time limits, no crowded lobbies, and total space for mindfulness.

• The new map: Travelers are trading famous landmarks for authentic "hidden gems." Destinations like Uzès (search queries up +107%) and Pléneuf-Val-André (up +205%) are seeing explosive year-on-year growth as guests seek out quiet, insider tips over the beaten track.

Trend #2: Main character energy - holiday like in the movies

Your temporary home as a stage

In 2026, traditional sightseeing is taking a back seat to performance. Travelers are no longer just visiting destinations; they are starring in them. The vacation home has evolved from a place to sleep into the most important prop for a guest's own "life movie." It’s about aesthetics, visual drama, and the curated feeling of being the protagonist of an extraordinary story.

From screen to reality

• The "set-jetting" effect: 33.1% of travelers surveyed by HomeToGo are directly inspired by films and TV shows when choosing their destination. Guests are shifting from passive consumers to active creators. They seek "visual perfection" that serves both their personal well-being and their social media feeds. What makes main character energy so powerful:

• Cinematic aesthetics: Demand is surging for "accommodations with character" - think dramatic statement furniture, art-deco flair, or iconic sea-view balconies perfect for a morning coffee scene.

• Authentic staging: Locations that offer a "world-slip" experience are booming. Whether it’s the sun-drenched vibes of Skopelos (Mamma Mia!) or the sophisticated promenades of Deauville, these spots allow travelers to live out their cinematic fantasies.

“By 2026, the holiday home will no longer be merely a place to stay, but an expression of one's own personality and a longing for the extraordinary.” — Jonas Upmann, HomeToGo Travel Expert.

Trend #3: Hidden Coasts - Sea for You

Sun, silence, soul: Escaping overtourism

The sound of waves remains the ultimate vacation soundtrack, with 64.4% of travelers stating that a beach visit is an essential part of their 2026 plans. However, the trend is shifting away from crowded promenades and massive hotel resorts. Travelers are now seeking "Hidden Coasts" - places where they can feel the sand between their toes without the crowds.

This desire for exclusivity is driving a surge in searches for genuine insider tips, particularly in Sicily:

• Mondello, Sicily: Search queries have exploded by 298.74%.

• Cefalù, Sicily: This historic, idyllic spot has seen a 279.10% increase.

These destinations offer Mediterranean flair and authentic local architecture at an affordable price point of €60 to €62 per person per night. In these locations, the sea is a place for regeneration rather than loud entertainment - whether it's morning yoga on the shores of Salema, Portugal, or a quiet dinner of fresh fish at Narbonne Plage, France.

“In 2026, travelers will be seeking the ‘blue gold’ of tranquility. The luxury will be having the beach all to themselves in the morning.” — Jonas Upmann, HomeToGo Travel Expert.

Trend #4: Storytelling holidays - Small places, big impact

Trend #5:

Wilderness as your living room

The need for genuine grounding will reach a new peak in 2026. Travelers are trading urban hustle for the radical tranquility of the countryside. In this trend, nature isn't just a backdrop - it’s an active experience. Whether hiking rugged trails or breathing in forest air, guests are looking for vacation homes that serve as a cozy anchor point amidst the elements.

The longing for greenery

• Outdoor priority: The data is clear - 76.2% of travelers plan to visit rural communities, mountains, or protected nature parks and forests in 2026.

• The essential escape: Guests are rediscovering the luxury of essentials: the crackle of a fireplace, views through the treetops, and the complete absence of artificial noise.

• Rural renaissance: The Cotswolds in the United Kingdom are leading this movement with a 196.39% increase in search queries. This region perfectly blends rural elegance with characterful cottages at a high-value price of approximately €74 per person per night.

• Lakeside idylls: In Germany, the Holstein Switzerland region has seen a 119.69% increase in searches. Offering a perfect escape from everyday life for around €53 per night, it proves that the best travel experiences are often right on your doorstep.

“In 2026, nature will be the ultimate luxury. We will trade Wi-Fi signals for birdsong and digital windows for expansive views across the countryside.” — Jonas Upmann, HomeToGo Travel Expert.

Methodology:

The analysis combines an external survey (November 27–29, 2025, 1,000 participants) with internal data from almost 20 million search queries on hometogo.de (period August 1–November 15, 2025).