Forget the predictable beach holiday. According to Booking.com's latest travel predictions, the next big thing is the 'plot twist trip' – a holiday deliberately chosen to be completely out of character. The online travel platform's 2027 report, based on research from more than 28,000 travellers worldwide, suggests that people are increasingly keen to surprise themselves and everyone around them.
The report identifies nine trends shaping the future of travel, with the 'plot twist trip' leading the charge. A striking 77% of respondents said they are interested in choosing a holiday specifically to do something out of character. The reaction of others is part of the appeal: 36% actively want to surprise friends and family with their choices. As Booking.com puts it, these trips are designed to 'disrupt the status quo, rewrite the story everyone thought they knew, and deliver the twist nobody predicted.'
This desire to break the mould extends to social media, with nearly a third (29%) admitting they have avoided posting about a holiday because it felt too predictable. The ultimate souvenir, the report suggests, might just be 'the look on everyone else's face.'
Beyond the plot twist: other trends for 2027
The report also highlights a shift towards more tailored and meaningful travel experiences. The 'all-exclusive' trend sees 66% of travellers wanting packages that let them remove services they won't use, reflecting a move away from one-size-fits-all deals. Meanwhile, 'vibe check(in)' finds that 81% of respondents would choose a destination based on how they want to feel, rather than where they want to go.
Money is also shaping travel dynamics. Under 'social currency', half of travellers have reconsidered who to invite on a trip due to spending differences, and 38% have removed people from a travel group entirely. Interestingly, 61% of parents are keen to travel child-free to spend more on themselves. The supernatural is also gaining traction, with 65% interested in paranormal experiences and nearly half hoping to communicate with the 'other side'.
Back in the working world, the 'PTO: powered by AI' trend reveals that 64% are interested in having AI cover their work while they are away. Wellness is moving into the air with the 'hotel in the sky' concept, as 89% say they would take a long-haul flight if it guaranteed they would arrive rested. For 'sweat synergy', 66% of solo travellers say a shared physical activity has led to lasting friendships. And 'trailside therapy' suggests the new romantic getaway might involve tough conversations during a hike, with 47% considering a trip to resolve conflicts.
These trends align with broader shifts in European travel habits. As ABTA has found, Europeans are prioritising holidays but seeking cheaper options, a sentiment echoed in Booking.com's emphasis on customisable packages. Similarly, the rise of 'anti-optimised holidays' – where travellers choose to do less – resonates with the desire to break from routine, as our recent analysis shows.
Trending destinations for 2027
Alongside the predictions, Booking.com has revealed ten trending destinations for 2027, including three in Europe: Reims in France, Bratislava in Slovakia, and Pescara in Italy. These cities offer a mix of culture, history, and off-the-beaten-path appeal, perfect for travellers seeking a plot twist of their own.
Reims, known for its champagne houses and Gothic cathedral, is a natural choice for those looking to combine indulgence with heritage. Bratislava, the Slovak capital, offers a charming old town and a vibrant café culture, while Pescara on Italy's Adriatic coast provides a seaside escape with a local feel. These picks reflect a broader trend towards lesser-known destinations, as travellers seek authenticity over the familiar.
Whether it's a paranormal retreat in Transylvania or a hiking trip to resolve a relationship issue, the message from Booking.com is clear: the future of travel is about stepping out of your comfort zone. As the report suggests, the best trips are the ones that nobody saw coming.
