Booking.com 2027 Travel Predictions Survey Finds Travelers Increasingly Choose Trips by Mood and Flexibility

Survey outlines changing travel priorities

Booking.com’s latest travel predictions report is based on research involving more than 28,000 travelers in 32 countries and territories. The company said the findings point to a shift away from travel decisions based only on destination, price or accommodation type. Instead, respondents said they consider how a trip may make them feel, whether services can be customized, and whether travel can support personal goals.

The report identifies several travel patterns expected to influence demand in 2027. These include trips selected by mood, travel that encourages people to try unfamiliar activities, flexible packages that allow guests to decline unwanted services and travel connected to fitness, outdoor activity or personal conversations.

Mood becomes part of travel search

The survey found that 81% of respondents would choose a destination based primarily on their mood. In addition, 76% said they would use a search tool that recommends destinations based on an emotional state, such as wanting to feel relaxed, energized or comforted.

Booking.com said this may affect how hotels, vacation rentals, airlines and activity providers describe their services. Accommodation listings could provide clearer information about rest-and-relaxation amenities, including baths, saunas, balconies, hot tubs and quiet areas. Airlines could highlight services intended to help passengers sleep or arrive more rested on long-haul flights.

The report also found that 77% of travelers were interested in taking a trip that would allow them to do something outside their normal routine. Separately, 89% said they would take a long-haul flight if it guaranteed that they would arrive rested and refreshed. The results suggest travelers may value the journey more, rather than viewing transport only as a way to reach a destination.

Travelers seek more control over spending

Flexible pricing and package options were another major theme. Sixty-six percent of respondents said they found it appealing when a package lets them remove services they don’t expect to use.

Booking.com said travelers may prefer optional extras over fixed all-inclusive packages, particularly when they are trying to manage costs or avoid paying for food, activities or services they don’t want. Providers may respond by clearly listing add-on prices and letting customers choose individual services.

Health and lifestyle considerations also appear to influence travel decisions. The survey found that 67% of travelers said a health, body or lifestyle change had affected their choice of destination or activities in recent years. Fifty-eight percent said dietary needs could influence where they stay.

Budget differences affect group travel

The report identified spending expectations as a source of tension for people traveling together. Half of respondents said they had reconsidered who to invite on a trip because of budget or spending expectations. Another 51% said they had experienced disagreement during a trip over those issues.

The findings indicate that transparent per-person pricing, flexible accommodation choices and optional activities could help groups plan travel with different budgets. Payment options that let travelers split costs or pay at different times may also become more relevant for group bookings.

Fitness and outdoor trips may create recurring demand

Fitness events and outdoor activities were identified as potential sources of predictable travel demand. Among solo travelers, 52% said they would be interested in traveling to attend a fitness or sporting event. Sixty-six percent said a shared physical challenge had led to a lasting friendship.

The report also found that 47% of respondents would consider taking a trip to resolve a conflict or argument. Thirty-five percent identified walking or hiking together as the most effective setting for such a conversation.

Hotels and other providers near race routes, trails, hiking areas or outdoor event venues may see opportunities during recurring marathons, endurance events and seasonal activity periods. The report suggests that recovery meals, transportation, equipment support and local activity partnerships could be relevant services for these travelers.

Report emphasizes matching services to stated needs

Ian Ackland, Booking.com’s managing director for the Americas, said providers should focus on travelers’ mood, flexibility and purpose in addition to location. The company’s findings suggest that clearer service descriptions and more adaptable booking options may help travelers identify offerings that suit their individual circumstances.

The survey results represent stated preferences rather than confirmed future booking behavior. However, they indicate the factors travelers may consider as providers plan products, packages and marketing for 2027.