A trip to the “past” or inspiration from movies and series? Discover the tourism trends for 2026

• Lisbon: What’s new in Portugal’s capital ranges from Brazilian gold to contemporary art
• Scotland: Whiskey and singing sand island named one of the best destinations of 2026

These are the conclusions presented by the latest edition of Horeis.com’s annual ‘Unpack’ study, which aims to identify travel trends for the coming year, based on booking analysis and surveys from service users around the world.

— We analyzed the behavior of more than 24,000 travelers to understand new modalities and new interests, and these trends are constantly changing. We always pay attention to people’s aspirations, even if they are a little outside the norm – explains Juan Pasquel, Marketing Director Latin America at Hotéis.com.

Here are three key trends identified in the Unpack ’26 study.

Research shows that by 2026, travelers will become more interested in staying in restored accommodations that combine historic buildings, cultural relevance, character, and modern amenities. Hoteis.com’s ‘Hotels of the Year 2026’ list reveals a demand for establishments that operate in old buildings already used for other purposes, such as schools, train stations, banks and even prisons, without abandoning the comforts expected of modern hotels.

Examples that fit this category exist all over the world. The study found that searches for Hotel Seiryu Kyoto Kiyomizu, a restored old school in Kyoto, Japan, increased by 194% from 2024 to 2025, and searches for Bodmin Jail Hotel, which operates in a former prison building in Cornwall, England, increased by 110%.

— In Brazil, a great example is the Sandy Hotel in the historic center of Paraty, which saw a 72% increase in searches on our platform. The business is housed in a 100-year-old mansion that once housed a school, and Paskel said its historic features add to the property’s appeal.

Another growing trend highlighted in the study is what is known as the “hotel route,” where travelers book multiple accommodation options within the same city or region rather than being based in just one location for the duration of their stay. According to research, this is already a habit adopted by 54% of Hoteis.com users. Reasons include wanting to explore different regions (50%) or wanting to take advantage of better offers (35%).

This trend is even stronger among Brazilians. According to the survey, 71% of users in Brazil said they stay in more than one hotel when visiting a destination. Half of them claim the possibility of exploring different neighborhoods or regions, and 48% cite reduced travel time between tourist attractions as a justification. Brazilians also prefer hotels with different features, for example hotels with pools, rooftop bars or spas (55%), and prefer visiting different parts of the same destination (54%).

—The Brazilians are world champions in this regard. This is a trait that comes as no surprise to me, as Brazilians tend to travel longer and more dispersed – says the executive.

Paskel also points out that “bleisure” (a combination of work and leisure travel) is intensifying, especially among Millennials and Gen Zers, who are also joining the ranks of tourists who change hotels within cities and regions when traveling to attend major sporting events, shows, and festivals. For him, social networks are also an important part of the equation, as changing hotels also means preparing new scenarios for posting.

—Hotels and inns are characters in our travels, and listing them gives them a certain credibility and makes them a good source of envy, jokes the executive.

Travel inspired by movies and series in 2026

Finally, a study by Horeis.com found that 53% of users say they are inspired by movies and series to plan their travels. For young people in Gen Y (millennials) and Gen Z, this percentage is even higher at 81%. This proves that this trend, first identified in 2022, is stronger than ever.

Nationally, 56% of Brazilians interviewed said they had already researched vacation options in destinations that have been filmed locations for film and television productions. Among the many places in the world, the French capital is the most popular, with 42% of people citing Emily in Paris and the Lupine series as references, as well as the film Amelie Poulain.

— I believe that the South of France, where the next season of the series “White Lotus” will be set, will be even more successful next year — said Pasquel, recalling that the production had already had a similar effect in previous locations, especially in Thailand.