Vibe Check-In Is the New Itinerary
The single biggest trend for 2027 is that the destination is becoming secondary to the desired emotion. Research from Booking.com, based on a survey of over 28,000 travellers, found that a massive 81% would choose a vacation based on the mood they want
to achieve, rather than a specific place. Think less 'I want to go to Paris' and more 'I want to feel inspired and romantic'. This reverses the entire planning process. Instead of starting with a location, travellers will begin with a feeling—be it relaxation, energy, comfort, or adventure—and work backward to find a place that delivers it. To support this, 76% of travellers said they would use a search tool that recommends destinations based on their emotional state.
The 'Plot Twist' Trip
Routine is out, and surprise is in. In 2027, travellers will actively seek trips that break from their usual habits and even their perceived personalities. Booking.com calls this the 'Plot Twist Trip', with 77% of global travellers interested in choosing a vacation specifically to do something completely out of character. The motivation isn't just self-disruption; it's also about the reaction from others. Over a third of travellers (36%) admit they want to surprise their friends and family with their unexpected travel choices. This trend reflects a collective fatigue with predictable itineraries and the desire for a real break from the norm.
A Trip to the Beyond
While some travellers will seek calm, a significant number want to feel anything but relaxed. The 2027 predictions show a surprising appetite for the strange and spooky, with 65% of travellers interested in trips centred on horror, gothic, or thriller themes. This goes beyond a simple haunted house tour; it’s about choosing a destination for the adrenaline and shivers it provides. It could mean exploring gothic architecture, visiting the filming locations of scary movies, or even seeking out paranormal experiences. Nearly half of those interested (48%) are even open to trying to make contact with the 'other side' during their travels. This highlights that for many, the purpose of a trip is to feel something intense, even if that feeling is fear.
Unbundling and 'All-Exclusive' Packages
The one-size-fits-all, all-inclusive model is losing its appeal. In 2027, travellers want more control over what they pay for. The research found that 66% of people want travel packages that allow them to remove services they won't use. This 'All-Exclusive' trend is driven by changing lifestyle and wellness habits. For instance, a traveller who doesn't drink alcohol has no use for an open bar, just as a health-conscious person might want to avoid a standard buffet. In fact, 58% said their dietary choices would influence their choice of accommodation or destination. This move toward unbundling gives travellers the power to create a trip that truly fits their personal needs and budget.
Solo Travel Gets a Team Upgrade
Travelling alone no longer means being alone. For 2027, solo trips are becoming a vehicle for connection, particularly through shared physical challenges. Dubbed 'Sweat Synergy', this trend sees people travelling to attend fitness or sporting events not just for the activity itself, but for the community it fosters. Two-thirds (66%) of those who have travelled alone say that a shared physical activity led to a lasting friendship. More than half (55%) would be interested in joining a community of like-minded people or athletes while on their trip. The sport becomes the excuse, while the connection is the real reason for the journey.
Budget Becomes a Social Filter
Money conversations are often awkward, but in 2027, they're becoming a key part of travel planning. Budget is now a primary filter for deciding not just where to go, but who to go with. Booking.com's report, titled 'Social Currency', reveals that half of all travellers have reconsidered who to invite on a trip due to differences in spending habits. More than half have also experienced tension on a trip because of mismatched financial expectations. In some cases, the solution has been drastic, with 38% of travellers admitting they have removed someone from a group trip entirely over money matters.
