Unpack ’26 trend report shows travel inspired by TV and movies projected to become $8 billion industry
Expedia Group today unveiled its 2026 Set-Jetting Forecast, revealing that 81% of Gen Z and Millennial travellers now plan their holidays based on locations featured in film and television.*
First spotted as a trend by Expedia in 2022, Set-Jetting has evolved into a mainstream movement, with 53% of global travellers reporting increased interest in screen-inspired getaways. The growing trend of travel inspired by TV shows and movies is now projected to become a potential $8 billion industry in the U.S. alone.**
“A curious spike in searches to Hawaii after White Lotus and Paris after Emily showed up sent Expedia searching data and commissioning research to find out if people were actually taking trips inspired by what they were watching,” said Melanie Fish, VP of Communications at Expedia Group. “No one is questioning anymore that Set-Jetting is real, and the trick for destinations is predicting where the next hit will be based. In 2026, will George Clooney’s new movie send people to Tuscany, or will Heathcliff drive them to the moors of Northern England as soon as Wuthering Heights comes out?”
With The White Lotus’s next location in France still to be officially confirmed, the 2026 Set-Jetting Forecast reveals the next wave of cinematic escapes.
The 2026 Set-Jetting Forecast:
- Yorkshire, U.K. – Wuthering Heights and Downton Abbey: The Grand Finale
- Tuscany, Italy – Jay Kelly
- Samoa, Polynesia – Moana (Live Action)
- Dalmatian Coast, Croatia – People We Meet on Vacation
- Peloponnese, Greece – The Odyssey
- Los Angeles, U.S. – Nobody Wants This (Season 2)
- Wellington, New Zealand – Avatar: Fire & Ash
- Palawan, Philippines – The Last Resort
To read more about Set-Jetting, head here.
Notes to Editors
*Third-Party Methodology
Third-party research was conducted by market research partner OnePoll in accordance with the Market Research Society’s Code of Conduct. The Study was conducted online among 24,000 adult respondents across 18 countries, who are planning domestic or international travel in the next three years. Gen Z respondents are defined as those aged 18 to 24, while the combined Gen Z and Millennial group includes all respondents aged 18 to 44.
**Set-Jetting Projection
Based on consumer survey data showing 13% of U.S. travellers have booked a trip after seeing a location on-screen. Of these, 25% spent between $1,000 and $2,000 on the trip. Applied to the U.S. adult population (~260 million), the projected impact on the travel industry is $8.45 billion.
About Unpack ’26
Q: What is Unpack ’26?
A: Unpack ’26 is the annual global travel insights report from Expedia Group, building on years of trend forecasting and traveler behaviour analysis. It draws on first-partydata from Expedia, Hotels.com, and Vrbo, along with insights from 24,000 travellers across 18 countries, making it one of the most comprehensive travel trend reports in the industry.
Q: What makes Unpack ’26 a credible source for travel trends?
A: The report combines real-time platform data from millions of users with third-party research conducted by OnePoll, following the Market Research Society’s Code of Conduct. Its findings are backed by behavioural insights, booking patterns, and cultural signals, making it a trusted resource for media, industry leaders, and travellers alike.
Q: Where can I access the full Unpack ’26 report and assets?
A: Visit www.expedia.com/newsroom for the full Unpack ’26 report, downloadable assets, and brand-specific insights from Expedia, Hotels.com, and Vrbo.