Priceline’s 2027 Travel Report Highlights Shift Toward Intentional Tourism

The report, which draws on consumer research and proprietary data, identifies eight emerging behaviors defining the future of travel. Beyond fiscal strategy, travelers are increasingly using AI for "Personality Mapping" and prioritizing niche interests, such as culinary tourism fueled by social media trends. Notably, 80% of Gen Z and Millennial travelers report they would book an entire trip centered around a specific food experience discovered online.

Health and lifestyle routines are also influencing booking habits. With 85% of GLP-1 medication users stating that their treatment impacts their vacation preferences, demand is rising for hotels that offer protein-forward menus and in-room medication refrigeration. Meanwhile, "Checkmark Chasing" has become a primary motivator, with 32% of respondents claiming the satisfaction of completing a travel checklist—such as visiting all 50 states—outweighs the appeal of a traditional dream vacation.

Lesley Klein, SVP of Strategy and Brand Marketing at Priceline, noted that travelers are no longer just selecting destinations; they are actively designing the meaning of their journeys. This trend extends to "Vacation Vetting," where travelers treat trips as a trial run for potential relocation, a practice already adopted by 21% of Americans who moved to a place they first visited as tourists. As these habits evolve, Priceline identified Birmingham, Alabama, and Fes, Morocco, among the top trending domestic and international destinations for the coming year.