{"id":61236,"date":"2025-10-15T11:00:00","date_gmt":"2025-10-15T11:00:00","guid":{"rendered":"https:\/\/www.expedia.com\/newsroom\/?p=61236"},"modified":"2025-10-15T11:05:43","modified_gmt":"2025-10-15T11:05:43","slug":"expedia-predicts-set-jetting-surge-gen-z-and-millennials-drive-screen-inspired-tourism-in-2026-3","status":"publish","type":"post","link":"https:\/\/www.expedia.com\/newsroom\/expedia-predicts-set-jetting-surge-gen-z-and-millennials-drive-screen-inspired-tourism-in-2026-3\/","title":{"rendered":"Expedia predicts Set-Jetting surge: Gen Z and Millennials drive screen-inspired tourism in 2026"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><em><strong>Unpack &#8217;26 trend report shows travel inspired by TV and movies projected to become $8 billion industry<\/strong><\/em><\/p>\n\n\n\n<p>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<strong> <\/strong>television.*<\/p>\n\n\n\n<p>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.<strong> <\/strong><a>alone.*<\/a>*<\/p>\n\n\n\n<p>\u201cA 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,\u201d said Melanie Fish, VP of Communications at Expedia Group. \u201cNo 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\u2019s new movie send people to Tuscany, or will Heathcliff drive them to the moors of Northern England as soon as Wuthering Heights comes out?\u201d<\/p>\n\n\n\n<p>With The White Lotus\u2019s next location in France still to be officially confirmed, the 2026 Set-Jetting Forecast reveals the next wave of cinematic escapes.<\/p>\n\n\n\n<p><strong>The 2026 Set-Jetting Forecast:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Yorkshire, U.K.<\/strong> \u2013 Wuthering Heights and Downton Abbey: The Grand Finale<\/li>\n\n\n\n<li><strong>Tuscany, Italy<\/strong> \u2013 Jay Kelly<\/li>\n\n\n\n<li><strong>Samoa, Polynesia<\/strong> \u2013 Moana (Live Action)<\/li>\n\n\n\n<li><strong>Dalmatian Coast, Croatia<\/strong> \u2013 People We Meet on Vacation<\/li>\n\n\n\n<li><strong>Peloponnese, Greece<\/strong> \u2013 The Odyssey<\/li>\n\n\n\n<li><strong>Los Angeles, U.S.<\/strong> \u2013 Nobody Wants This (Season 2)<\/li>\n\n\n\n<li><strong>Wellington, New Zealand<\/strong> \u2013 Avatar: Fire &amp; Ash<\/li>\n\n\n\n<li><strong>Palawan, Philippines<\/strong> \u2013 The Last Resort<\/li>\n<\/ul>\n\n\n\n<p>To read more about Set-Jetting, head <a href=\"http:\/\/www.expedia.ca\/unpack26\/set-jetting?brandcid=EXPEDIA-CA.COMMS.PR.UNPACK26.GENERIC\">here<\/a>.<\/p>\n\n\n\n<p><strong>Notes to Editors<\/strong><\/p>\n\n\n\n<p><strong>*Third-Party Methodology<\/strong><br>Third-party research was conducted by market research partner OnePoll in accordance with the Market Research Society\u2019s 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 <a>includes<\/a> all respondents aged 18 to 44.<strong><\/strong><\/p>\n\n\n\n<p><strong>**Set-Jetting Projection<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>About Unpack \u201926<\/strong><\/p>\n\n\n\n<p><strong>Q: What is Unpack \u201926?<\/strong><br><strong>A:<\/strong>&nbsp;<em>Unpack \u201926<\/em>&nbsp;is the&nbsp;annual global travel insights report&nbsp;from Expedia Group, building on years of trend forecasting and traveler behaviour analysis. It draws on&nbsp;first-partydata&nbsp;from Expedia, Hotels.com, and Vrbo, along with insights from&nbsp;24,000 travellers across 18 countries, making it one of the most comprehensive travel <a>trend<\/a> reports in the industry.<\/p>\n\n\n\n<p><strong>Q: What makes Unpack \u201926 a credible source for travel trends?<\/strong><br><strong>A:<\/strong>&nbsp;The report combines&nbsp;real-time platform data&nbsp;from millions of users with&nbsp;third-party research<strong>&nbsp;<\/strong>conducted by OnePoll, following the Market Research Society\u2019s 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.<br><br><strong>Q: Where can I access the full Unpack \u201926 report and assets?<\/strong><br><strong>A:<\/strong>&nbsp;Visit <a href=\"https:\/\/www.expedia.com\/newsroom\">www.expedia.com\/newsroom<\/a> for the full&nbsp;Unpack \u201926&nbsp;report, downloadable assets, and brand-specific insights from Expedia, Hotels.com, and Vrbo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unpack &#8217;26 trend report shows travel inspired by TV and movies projected to become $8 billion industry Expedia Group today&#8230;<\/p>\n","protected":false},"author":54,"featured_media":61222,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[60,101],"tags":[],"companies":[43,44,45],"locations":[104],"class_list":["post-61236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-travel-trends-2","companies-expedia","companies-hotels","companies-vrbo","locations-toronto","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Expedia&#039;s Set-Jetting Travel Predictions for 2026<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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