Aspirations on Paper
Each year, Booking.com surveys tens of thousands of travellers to forecast the trends that will shape our holidays. For 2027, the data, gathered from over 28,000 people in 32 countries, points towards a more spontaneous and emotionally-driven traveller.
The key takeaway is that we want to break free from predictability. The report is filled with intriguing concepts like 'Plot Twist Trips', where we intentionally do something out of character, and 'Vibe Check-Ins', where the mood of a place matters more than the destination itself. Yet, it is crucial to remember the headline's built-in reality check: these are stated intentions. They represent our ideal travel selves, not necessarily the trips we will actually book when faced with budgets, logistics, and real-world responsibilities.
The Vibe-Driven Vacation
One of the most compelling predictions is that a staggering 81% of travellers would choose a destination based on a desired feeling rather than a specific location. The idea of searching for 'relaxation', 'adventure', or 'comfort' and getting a tailored travel plan is compelling. Many of us fantasise about ditching the usual hotspots for a place that simply feels right. However, the intention-action gap is significant here. While the 'vibe' might be the inspiration, practical factors like flight costs, travel time, and family-friendliness often take the driver's seat during the actual booking process. An off-beat destination might have the perfect mood but lack the infrastructure or affordability that turns an idea into a confirmed itinerary.
The Unpredictable 'Plot Twist' Trip
The 2027 report suggests that 77% of us are interested in taking a 'Plot Twist Trip' to do something completely different from our usual style. This could mean swapping a beach holiday for a mountain trek or a bustling city break for a quiet retreat. It reflects a desire to surprise ourselves and others, to break out of the mould. While this sounds liberating, it's one of the hardest trends to commit to. It requires a leap of faith and often a higher tolerance for uncertainty. The comfort of the familiar is powerful, and when it comes time to spend hard-earned money and precious time off, many travellers may revert to what they know and love, leaving their 'plot twist' selves in the realm of imagination.
Customised and Cost-Conscious Travel
A more practical and likely trend to manifest is the demand for customisation and value. The survey found that 66% of travellers want flexible packages that let them remove services they won't use. This is a direct response to a feeling of paying for things we don't need, like an all-inclusive bar for someone who doesn't drink. The report also highlights that money is a major source of tension in group travel, with 50% of people reconsidering who they travel with due to budget differences. This prediction feels less like a fantasy and more like a real consumer demand. Travellers are becoming more assertive about getting value, and the industry is likely to respond with more 'unbundled' and transparently priced offerings.
AI, Wellness and Human Connection
Other notable intentions for 2027 include using AI to handle work tasks while on vacation and seeking out trips for 'Trailside Therapy' to resolve conflicts with loved ones through shared activities like hiking. Another trend, 'Sweat Synergy', sees solo travellers connecting with others through shared fitness challenges. These trends speak to a deeper desire for work-life balance, stronger relationships, and community. But again, the intention is the easy part. Will companies trust AI to cover for employees? Will we prioritise a difficult conversation over pure relaxation? The results show our aspirations are evolving, blending technology, wellbeing, and authentic connection into our vision of the perfect trip.
