Expedia Group Announces 'Unpack ’26 Summer' Travel Trends
Expedia Group has released its 'Unpack ’26 Summer' travel trend report. The report highlights three major trends for the upcoming season: the global revival of domestic travel, a surge in North American demand due to a major soccer event, and the growing preference for 'quiet travel' to avoid crowds. In Japan, searches for Tokyo, Hakone, and Shiga have spiked, while interest in Dallas has soared by over 6,600% due to the international tournament.
📋 Article Processing Timeline
- 📰 Published: May 22, 2026 at 20:00
- 🔍 Collected: May 22, 2026 at 11:31
- 🤖 AI Analyzed: May 27, 2026 at 07:18 (115h 47m after Collected)
Expedia Group has unveiled its 2026 Summer Travel Trends report, 'Unpack ’26 Summer.' Analyzing traveler planning and behavioral patterns, the report identifies three pivotal trends for the summer of 2026, based on search and booking data from Expedia and Hotels.com, as well as comprehensive traveler surveys.
### Easily Accessible Destinations for This Summer
Interest in domestic travel is rising globally this year, with social media posts related to domestic trips increasing by 77% year-over-year. According to Expedia's Japan search data, travelers are increasingly interested in hot spring resorts, nature-rich areas, and urban-adjacent locations with easy access.
By prefecture, searches for the popular 'Tokyo' increased by 48%. This was followed by 'Shiga Prefecture' (up 32%), home to Japan’s largest lake, Biwa, and in tied third place, 'Fukuoka Prefecture' and 'Gunma Prefecture' (both up 22%). At the municipal level, 'Hakone' led with a 51% increase, followed by the historic city of 'Kanazawa' (36% increase) and the tropical resort of 'Miyakojima' (31% increase).
### 'Feverish vs. Quiet Travel': The Soccer Event Effect
A worldwide soccer event scheduled for this summer is driving global demand for travel to North America in June and July. Expedia data across nine countries shows high interest in cities like Kansas City, Philadelphia (USA), and Monterrey (Mexico) among fans planning to attend matches.
Japanese data reveals an extraordinary 6,655% year-over-year increase in searches for 'Dallas,' a venue for Japan's matches, while Monterrey grew by 75%. This indicates a significant spike in Japanese interest in North American travel triggered by the event.
Conversely, as travelers flock to North American host cities, others are seeking to avoid the crowds. In parts of Europe, Asia, and South America, average hotel rates have dropped by up to 25%, while interest in these alternative destinations has grown by over 35% on average, as travelers opt for quieter, more cost-effective summer holidays during the event period.
### Easily Accessible Destinations for This Summer
Interest in domestic travel is rising globally this year, with social media posts related to domestic trips increasing by 77% year-over-year. According to Expedia's Japan search data, travelers are increasingly interested in hot spring resorts, nature-rich areas, and urban-adjacent locations with easy access.
By prefecture, searches for the popular 'Tokyo' increased by 48%. This was followed by 'Shiga Prefecture' (up 32%), home to Japan’s largest lake, Biwa, and in tied third place, 'Fukuoka Prefecture' and 'Gunma Prefecture' (both up 22%). At the municipal level, 'Hakone' led with a 51% increase, followed by the historic city of 'Kanazawa' (36% increase) and the tropical resort of 'Miyakojima' (31% increase).
### 'Feverish vs. Quiet Travel': The Soccer Event Effect
A worldwide soccer event scheduled for this summer is driving global demand for travel to North America in June and July. Expedia data across nine countries shows high interest in cities like Kansas City, Philadelphia (USA), and Monterrey (Mexico) among fans planning to attend matches.
Japanese data reveals an extraordinary 6,655% year-over-year increase in searches for 'Dallas,' a venue for Japan's matches, while Monterrey grew by 75%. This indicates a significant spike in Japanese interest in North American travel triggered by the event.
Conversely, as travelers flock to North American host cities, others are seeking to avoid the crowds. In parts of Europe, Asia, and South America, average hotel rates have dropped by up to 25%, while interest in these alternative destinations has grown by over 35% on average, as travelers opt for quieter, more cost-effective summer holidays during the event period.
FAQ
「Unpack ’26 Summer」レポートの主なデータソースは何ですか？
エクスペディアとHotels.comの検索・予約データ、および旅行者を対象とした調査に基づいています。
日本国内で最も検索増加率が高かった市町村はどこですか？
箱根で、前年同期比51%の増加を記録しました。
サッカーイベントの影響で最も検索が伸びた都市はどこですか？
日本の検索データでは、日本戦の開催地であるダラスが前年同期比で6,655%増と大幅に伸びました。
2026年夏の旅行における世界的な傾向は何ですか？
国内旅行への関心の高まり（SNS投稿数77%増）と、大規模イベント開催地への集中、あるいはそれを避ける静かな旅へのニーズの二極化が挙げられます。
サッカーイベント開催期間中、北米以外の地域でどのような変化が見られますか？
ヨーロッパやアジアの人気旅行先の一部で平均宿泊単価が最大約25%低下しており、混雑を避ける旅行者にとっての選択肢となっています。