Booking.com Research: Unexpected Destinations Lead 2027 Travel Trends
The platform's 11th annual report, published on 14 October 2026, shows a shift towards emotionally-driven and out-of-character trips, with Japan's Sendai among those highlighted.
Booking.com Reveals 2027 Travel Outlook
Booking.com's 11th annual Travel Predictions research, released on 14 October 2026, indicates a significant shift in traveller preferences for the upcoming year. The global travel platform's findings for 2027 show that travellers are increasingly seeking 'off-script' experiences, embracing the unexpected rather than conventional itineraries.
This trend sees destinations previously considered less prominent gaining traction. Among the locations identified as trending for 2027 are Sendai in Japan, Reims in France, and Monterey in California, USA, reflecting a broader desire for novel and surprising trips globally.
Sendai's Appeal for Asian Travellers
Japan's Sendai, the largest city in the Tohoku region, is highlighted by Booking.com as a key destination for 2027, particularly for those seeking more space than the country's busier hubs. The city, surrounded by mountains, forests, and coastline, combines a relaxed pace with Japan's renowned thoughtful design.
Visitors can explore Jozenji Street, shaded by keyaki elm trees, or delve into samurai-era history at Sendai Castle remains and the Zuihoden mausoleum. Sendai is also known for its food, including gyutan grilled beef tongue and fresh seafood from the nearby Sanriku coast.
The city is accessible via a 90-minute shinkansen train ride from Tokyo, with the Akiu Onsen hot springs area also nearby.
Global Trends and Other Key Destinations
Beyond specific locations, Booking.com's research reveals broader behavioural trends shaping 2027 travel. The platform found that 77% of travellers are inclined to choose vacations that involve activities completely out of character for them, while 81% report letting their emotional state guide their destination choice.
Furthermore, 65% show interest in paranormal tourism, suggesting a move towards more niche and surprising experiences.
Other trending destinations include Reims, France, known for its Champagne houses and historic Cathédrale Notre-Dame, and Monterey, California, USA, celebrated for its dramatic coastline, marine life, and literary heritage, offering a slower pace compared to other Californian cities.
Consequences for Asian Travel Markets
The shift towards unexpected and less crowded destinations, exemplified by Sendai's inclusion in Booking.com's 2027 trends, holds concrete implications for Asian travel. As popular Asian cities grapple with increasing visitor numbers, the demand for secondary cities and regions offering more 'space' and unique cultural immersion is likely to grow.
Asian tourism boards and operators may find opportunities in promoting destinations beyond traditional hotspots, focusing on authentic local experiences, culinary specialities, and natural landscapes in less-travelled areas.
This trend could drive investment into infrastructure and marketing for emerging destinations across the continent, catering to travellers seeking novel and emotionally resonant trips.
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