Travel Trends for the Rest of 2026 and Into 2027

Travel Trends for the Rest of 2026 and Into 2027

I just got back from Las Vegas, where I attended our annual Virtuoso conference — a gathering of thousands of travel advisors alongside industry leaders from ocean and river cruise lines, hoteliers, tour operators, and other top suppliers. High Park Travel has been a Virtuoso member for five years now, and we're proud to stand alongside some of the most respected names in travel worldwide.

Between the conversations I had in Vegas and the calls we field from clients and prospective clients all year long, plus our deep network of fellow travel specialists and suppliers, we stay closely plugged into where travelers are headed — and why. Here's what we're seeing for the rest of 2026 and into 2027.

Scotland Is Having a Moment

Last year, Portugal was the destination everyone wanted. This year, it's Scotland. It's always tricky to pin down exactly why a country suddenly becomes the place to go, but we have a theory: television. Outlander has quietly been driving interest in Scotland for years, and both Scotland and Ireland are seeing a real surge in requests. They're not alone — The White Lotus is putting Sicily and Thailand on people's radar, Emily in Paris keeps France firmly in the mix, and House of the Dragon is drawing travelers to the UK and Spain. Add in Scotland and Ireland's milder summer weather, and it's easy to see why they're topping so many wish lists right now.

Italy: Give It the Time It Deserves

Italy is a perennial favorite, and if you're thinking about a trip there, here's my honest advice: think of it as a two-trip destination unless you can commit to at least 14 nights. Italy is simply too big and too rich to rush. A lot of clients come to us picturing a 10-night European vacation, but that timeline doesn't do Italy justice — you'll spend the whole trip in transit instead of settling in. Venice, Milan, Lake Como, and the Italian Alps alone can easily fill 10 to 14 nights on their own, with plenty left to see next time.

Japan and New Zealand: The Value Play for 2027–2028

Japan is generating serious buzz for 2027 and 2028, and a lot of it comes down to the exchange rate. The dollar is strong against the yen right now, which means five-star luxury properties in Japan can run $350–550 a night — compare that to $1,500–2,500 a night for comparable luxury brands in Europe. New Zealand offers a similar advantage: a $10,000–12,000 budget can cover both the North and South Islands, including inter-country flights, a rental car, tours, and hotels.

On the flight side, round-trip fares from Charlotte to Tokyo in February — shoulder season — are running around $1,070 in main cabin, though prices climb quickly as Cherry Blossom season approaches. Flights to New Zealand currently run about $2,040–$2,900 per person round trip.

Cruise lines have taken notice too, adding more Japan itineraries with the kind of amenities that are hard to beat. For an 11–12 night, 8-port itinerary, pricing ranges from around $2,993 on Celebrity and $5,003 on Princess, up to more premium options on lines like Silversea, Regent, and Cunard.

The Shift Toward Shoulder Season — and "Coolcationing"

One of the clearest trends we're seeing is a shift in when clients travel to Europe. Summer is still the top choice for working couples and families, but shoulder-season travel is becoming much more common. We're now booking more Italy trips in September than in August, as travelers look to dodge summer crowds, high prices, and increasingly extreme heatwaves across Southern Europe.

That heat is fueling a trend some are calling "coolcationing" — travelers deliberately choosing cooler climates over the traditional summer hotspots. Scandinavia, Iceland, and the Scottish Highlands are all seeing more July and August interest as a direct result.

Air Travel: The Rise of Premium Economy

We handle all kinds of travel here, including standalone flight bookings — and it's increasingly common for clients to call us just for help navigating air travel, given how complicated it's gotten. One trend we've noticed all year: a growing number of clients want to upgrade into Premium Economy. Airlines are responding by adding more class tiers — Comfort, Comfort+, and similar configurations — while quietly shrinking the number of standard main cabin seats.