Travelers seek value without abandoning upgrades
Americans are finding ways to control some travel costs while spending more on select parts of their trips, according to Priceline’s 2027 “Where to Next?” Travel Trends Report.
The report identifies eight trends based on consumer research and the company’s travel data. Its central finding is that travelers are making more deliberate choices about what they want from a vacation, including where they save, where they spend and which personal interests drive their destination choice.
Priceline calls the broader budgeting behavior “TripMaxxing.” Seventy percent of Americans surveyed said they choose destinations partly according to how far their money will go. Sixty-five percent said they have used savings from a travel deal to pay for an upgrade.
Nearly two-thirds (62%) said they have reduced spending on one part of a trip to improve another. Trade-offs can include accepting a longer layover, sharing accommodations or choosing an inexpensive breakfast to spend more on a hotel, rental car or dinner. Forty-two percent said they would accept an eight-hour layover if it let them stay at a high-end hotel.
Health needs influence hotel choices
The report also examines how the growing use of GLP-1 medications could affect accommodations and services. Among GLP-1 users surveyed, 85% said the medication changes how they vacation.
Nearly three-quarters said a hotel’s awareness of GLP-1-related needs would influence their choice, while 28% said they would pay more for relevant services. The report cites examples such as in-room refrigeration for medication, protein-focused menus, and fitness facilities that support strength training.
The findings suggest some travelers are looking beyond standard hotel amenities and considering whether properties can accommodate their health routines. Hotels may face increased demand for food, storage and exercise options that reflect those needs.
Personal goals become reasons to travel
The report also identifies checklist-based travel as another trend. Eighty percent of respondents said they were interested in pursuing a travel goal involving a defined list, such as visiting all 50 states, every continent or every National Football League stadium.
Almost one-third said completing such a checklist would be more satisfying than taking a single dream vacation. This type of travel can lead to repeated trips because each completed destination provides a reason to plan the next one.
Travelers are also considering destinations as potential places to live. Two-thirds of respondents said they have wondered whether a vacation destination would be a better home than their current community. Twenty-one percent said they had already moved to a place they initially visited as tourists, and 46% of that group relocated within a year.
Younger travelers may evaluate ordinary local routines during these trips. Among Generation Z and millennial respondents, 45% said they would visit a grocery store, 28% would go to a coffee shop on a weekday morning, and 24% would review real estate listings.
Food and social media guide destination decisions
Food is increasingly becoming the primary reason for choosing a destination, particularly among younger adults. Eighty percent of Generation Z and millennial respondents said they would consider booking a trip for a specific food experience.
Social media can draw attention to a dish or restaurant and encourage travelers to build itineraries around it. However, online popularity is not the only factor. One-third of Americans said a food was worth traveling for if it represented a local or culturally distinctive specialty.
The report describes this trend as “Phone to Table,” reflecting the shift from social media feeds to travel plans. Destinations may benefit from both widely shared food trends and established regional dishes.
AI supports more individualized planning
Some travelers are willing to share personal information with AI systems in exchange for customized recommendations. Forty-five percent of Americans said they would share details such as personality types, personal values, love languages or dream-journal entries to receive a more tailored itinerary.
Interest was higher among younger respondents, reaching 61% for Generation Z and 62% for millennials. The findings suggest travelers may use AI for more than just comparing prices or identifying attractions. They may also use it to match destinations and activities with personal preferences.
At the same time, respondents continued to place value on direct human service. Thirty-seven percent said they had returned to a hotel because of a memorable interaction with an employee. Two-thirds said attentive service makes a stay memorable, and a similar share said they would pay extra for it.
Daytime gatherings gain attention
Group travel in 2027 may place greater emphasis on daytime entertainment. Three-quarters of respondents said they were directing travel budgets toward festivals, pool parties and other daytime activities rather than nightlife.
Among group travelers, 68% said they party together, while 35% said they plan multiple celebrations during a trip. The results indicate that social activities remain important, but their timing and format may be changing.
Trending destinations for 2027
Based on year-over-year search growth, Priceline identified five domestic and five international destinations drawing increased interest.
The domestic list includes Birmingham, Alabama; Block Island, Rhode Island; Beacon, New York; Snoqualmie, Washington; and Bayfield, Wisconsin.
International destinations include Fes, Morocco; Innsbruck, Austria; Miches, Dominican Republic; Adelaide, Australia; and Da Nang, Vietnam.
Together, the trends suggest travelers are approaching trips as tools to pursue personal goals, explore food, test potential future homes and spend selectively on meaningful experiences.